CASE STUDY KELLOGS FOR FEMINISM

Case Study Kellogs for Feminism

Case Study Kellogs for Feminism

Back Ground

Ideals of masculinity and femininity may limit South African women's decision making power in relationships and increase their risk of HIV infection. We conducted 30 in-depth interviews with 18-24-year-old women in inner-city Johannesburg with the aim of understanding young women's expectations of intimate relationships with men, their perceptions of gender and power and how this influences HIV risk. We found that the majority of young women reported expectations of power in relationships that conform to a model of femininity marked by financial independence, freedom to make decisions, including over sexuality, and equality (resistant femininity).

The majority of young women, however, were in relationships marked by intimate partner violence, infidelity or lack of condom use. In spite of this, more young women who subscribed to a resistant model of femininity were in less risky relationships than young women who subscribed to acquiescent models, in which power was vested in their male partners. Further, young women who subscribed to resistant femininity had more education than women who subscribed to an acquiescent model. The disconnect between expectations of relationships and young women's lived realities emphasises the need for structural changes that afford women greater economic and thus decision making power

'If I buy the Kellogg's then he should [buy] the milk': young women's perspectives on relationship dynamics, gender power and HIV risk in Johannesburg, South Africa.

Discussion

The other day I was channel surfing when I saw a rather miffed looking Tisca Chopra in an ad, looking most harassed and ready to take the kitchen cleaver to her rather incompetent spouse who was whining from the bedroom about his socks. Having been in the situation where the spouse whines about articles of clothing and is dealt with, depending on hormonal levels and PMS factors, either efficiently, or with a quick and efficient biting off of his head so he never dares repeat said offense, the ad struck a chord. And it struck hard.The product was a digestive bran based breakfast cereal. And the tagline, Andar Se Khush, toh Bahar Se Khush. And the implication, that because we women are so constipated we don't have the capability of doing perfectly reasonable tasks like helping a fully grown man find his socks with a smile.

And probably, they would have us serve up them socks on a silver salver on a bed of rose petals while we're at it.Obviously, the grouchy faced hubby who returns home in the evening tugging at his tie knot, and snarling at everyone in sight does not require his intestines cleared out. No sir. The man of the house will bark and snap as he pleases, but dare a woman even show irritation at being called on to find a pair of socks, ah well, it's that time of the month was bad enough, and now they've gone and added, she's probably all choked up and needs to crap.

The TVC. Crap I say.As crappy as the Husband's Choice Oil which is ...