This paper provides the theoretical component to a blog I wrote as part of an academic program in Cultural Studies for a period from March 2, 2011 until September 30, 2011. Called The Last Triangle: Sex, Money and the Politics (http://www.thelasttriangle.com), I set out to explore the increasing normalization of pubic hair removal among women in North America. The reasons for the upswing in the popularity of pubic hair removal are hard to pinpoint, but seem to be motivated by a number of forces. From the ready accessibility of pornography, where pubic hair is currently so rare it has spawned its own fetish, to the widespread attention Brazilian waxing has received in the media, pubic hair removal is merely one among a myriad of body grooming practices many women increasingly indicate they feel obliged follow. This paper will explore some of those ideas, taking a critical view of the practice in light of questions around performing femininity, how pubic hair removal pertains to body control, and how pubic hair removal is, for many, increasingly viewed as a practice closely connected with good hygiene. Because it is intimately tied to the purchase of dedicated products, pubic hair removal will also be considered in as much as it relates to capitalism. Because the blog was a fundamental component of my research experience, excerpts of both my own writing, as well as comments from readers, will be included in conversation here with the theoretical questions. / Thesis (Master, Cultural Studies) -- Queen's University, 2011-10-14 09:54:11.802

Thesis (M.S.)--Rutgers University, 2009. / "Graduate Program in Chemistry." Includes bibliographical references (p.54-56).

Thesis (M.S.)--Indiana University, 2008. / Includes bibliographical references.

The documentary, "Get Out of My Hair, " engages in the dialogue of hair removal and its relationship to femininity, specifically looking at how the media has taught young women to fear the affects of puberty. The piece features ten women between the ages of eleven and twenty-two with ranging demographics who are all brought together by their experiences with their body hair. Applying media effects theory and psychoanalytic theory, this project examines how advertising portrayals of female body depilation contribute to the increase in hair removal and further align the concept of femininity with hairlessness.

I analyzed the hairy experience of seven women participating or linked to MaYHAIR initiative, through the ex/in-corporation framework (Zeiler, 2013). MaYHAIR is a movement inviting to question the double standards on body hair by challenging people to keep their body hair for the whole month of May. Although previous studies mainly focus on hairlessness and body hair removal, I concentrate in this study case on the - feminine – experience of body hair and the excorporation feeling that realization of the hairless norm may create. I address the acceptance of one’s body hair leading to the acceptance of one’s body; the politization associated with hairiness; the importance of intersectional concern leading to challenging choice rhetoric; as well as the necessity for support and diversity of representations.

No description available.

Visual aesthetics play a vital role in today’s Western society. We built up a society where physical appearance represents high values in our everyday life. Not only the way we consume things and engage with the internet have a connection to how we see and place ourselves in society but the way the system works and treats us. Under the word “system” I refer to the intertwined connection of patriarchy and capitalism. With this project, I explore this connection as well as how the system influences social norms, body aesthetics and acceptance. More specifically, I take shaving and myself as an example and examine the question of “Why do women shave?”. The representation of women in our current society shapes our idea and opinion on shaving therefore I work with questions such as: How are social norms created and how do they influence us? What are the ways to challenge and break these norms, if it is possible at all? How can our capacity for developing autonomy remain while being influenced by the system? My practice investigates these questions comprehensively and addresses the importance of discussions and the understanding of the roots of our behavior as well as how we as individuals contribute to the influence of society and the system.

The purpose of this study is to examine, based on a qualitative semiotic image analysis, how feminist aspects are used by companies for commercial purposes. The starting point for the study is a critical feminist perspective with a theoretical background in the complex discussions about postfeminism, commodified feminism, femwashing and femvertising. Of which an in-depth study of postfeminist discussions of individualism, girl power and empowerment. The study will examine the razor blade company Estrid's two campaigns: Shave and misbehave (2019) and Save. Shave. Whatever (2020). The aim of the study is that in a tripartite analysis consisting of; body hair, shaving and the environment show how today's neoliberal society often uses political and social issues for a capitalist and commercial purpose. Based on the campaigns, analyze how Estrid portrays women, body hair and feminism in relation to their products. The result that emerged from the analysis showed that Estrid strives to break stereotypes and express feminist values within its brand strategy. This is because it repeatedly shows normalization around body hair. The conclusion also showed that as a brand, it is difficult to produce a genuine brand strategy, with feminsit values. Estrid's focus on feminist statements in their campaigns is influenced by postfeminist discussions, with messages such as individualism and empowerment, where new expectations of women are created instead of focusing on criticizing gender structural inequalities.

Uppsatsen All makt åt Estrid, vår befriare - En kvalitativ textanalys av Estrids varumärkesidentitet undersöker företaget Estrids marknadsföring. Analysen har genomförts med hjälp av en kvalitativ textanalys, med fokus på semiotik och retorik. De marknadsföringskanaler vi valt att titta närmare på är Estrids officiella hemsida samt Instagram-konto. Studien ämnar att undersöka företagets varumärkesidentitet, detta utifrån marknadsföring av Estrids huvudsakliga produkt samt se hur denna förhåller sig till företagets värderingar och vision samt feminina normer.   Vårt empiriska material består av två texter från företagets Om oss sida samt sex stycken inlägg från deras Instagram-konto, för att analysera materialet använder vi oss bland annat av semiotiska verktyg samt retorik- och argumentationsanalys. För att uppfylla syftet har vi utgått från en huvudsaklig frågeställning; Vad har Estrid för varumärkesidentitet och på vilket sätt presenteras den i företagets marknadsföring? Vårt teoretiska ramverk består bland annat av varumärkesteori, konsumentens användning av varumärken för att uttrycka sin identitet samt genusteori och stereotyper. Att använda sig av politiskt betonade frågor i sin marknadsföring ser vi hos ett flertal företag. Estrid pratar om kvinnor och deras rätt till sin egen kropp. Men hur fungerar det när de problem man säger att man vill lösa också är anledningen till att företaget existerar och går med vinst? Vi kan se hur Estrid säger emot sig själva i en och samma text, samt se hur lätt det är för företag att använda sig av fina ord utan att gå djupare in i vad det innebär i praktiken. När företaget har en chans att lyfta och diskutera en viss problematik menar man istället att det inte längre finns något problem tack vare företagets existens. Vad blir resultatet av detta? Det vi i vår uppsats kommit fram till sammanfattas relativt bra i en kommentar på Estrids facebooksida; “[...] Bara vi är överens om att om alla var tillfreds med sina great pair of hairy legs, bushy toes or fluffy armpits, så hade ni gått i konkurs. Så bäst för er att vissa fortsätter känna pressen [...]” (Facebook, 2020). / The essay All power to Estrid, our liberator - A qualitative text analysis of Estrid´s brand identity examines Estrids marketing. The analysis has been carried out by a qualitative text analysis where we focus on semiotics and rhetoric. The marketing channels that we have chosen to take a closer look at are Estrid´s official website and Instagram account. The study intends to examine the company's brand identity, based on Estrid´s marketing of their main product and observe how this portrays the company's vision and values as well as feminine norms. The empirical material consists of two texts from Estrid´s About us page and six posts from their Instagram account. To analyze the material we have, among other things, used semiotic tools as well as rhetoric and argumentation analysis. In order to fulfill the essay's purpose it is based on the following question; What is Estrid brand identity and in what way is it presented in the company's marketing? Our theoretical framework includes brand theory, the consumers use of brands to express their identity as well as gender theory and stereotypes.  We can see how a number of companies use politically emphasized issues in their marketing. Estrid for an example talks about women and their right to their own body. But how does it work when the problem you want to solve is the reason why the company can exist as well as make a profit out of it. We can see how Estrid talks against itself in one and the same text as well as how easy it is for companies to use pretty words without going deeper into what it means in practice. The company has a chance to raise awareness and discuss a certain issue, but instead they mean that there is no longer a problem thanks to the company's existence. What will this result in? What we have come to in our essay is summarized relatively well by a comment on Estrid’s Facebook page; “[...] Only if we agree that if everyone was happy with their great pair of hairy legs, bushy toes or fluffy armpits, you would have gone bankrupt. So best for you that some continue to feel the pressure[...]” (Facebook, 2020). The quote is translated from Swedish to English.

Body depilation, or the reduction or removal of body hair, is a relatively new area of research inquiry. Although women in many industrialized cultures have engaged in depilation for several decades, this behavior has been documented only recently among men. Though originally thought to be widely practiced by women and only a small proportion of men, including athletes or bodybuilders, recent studies suggest that more men engage in body depilation than previously hypothesized. In fact, one recent study estimated the prevalence of men's body depilation at 83.7% which suggests that men are depilating at rates similar to women. Nevertheless sparse literature exists on the topic of depilation and its relationship to the overall body image of women and men, factors that predict depilation, and how the appearance of body hair may be related to body satisfaction, body image disturbance, and symptoms consistent with the clinical disorder known as Body Dysmorphic Disorder (BDD). Clinical issues thought to be associated with body depilation include physical injuries that put men and women at risk for infection as well as psychological risks including BDD. The goals of this research project were to: (a) further explore the depilation practices of both genders, (b) develop and evaluate three scales directly related to body depilation research, (c) identify predictors of depilation among both genders; (d) examine the correlates of depilation, (e) apply and further test theoretical models to explain depilation among both genders, and (e) examine demographic differences in body image disturbance and BDD while controlling for natural body hair growth. In support of the hypotheses, results indicated that men have greater levels of body hair growth at 12 discretely measured body sites compared to women, and that overall, body depilation prevalence is high (90.8%) among the individuals sampled. Depilation prevalence for women was 98.5% while 80.9% for men. Men were more likely to report depilation in the past, having ceased the behavior to allow natural hair growth to resume. Men were also significantly more likely to engage in hair reduction behaviors, e.g., trimming, rather than removing hair all together compared to women. Women reported a significantly greater frequency of injuries as a result of depilation, while men reported greater dissatisfaction with higher levels of chest or back hair growth. Instruments were developed and evaluated to measure depilation appearance comparison, depilation social norms, and body hair growth. In terms of predictors of depilation, appearance comparison was a predictor for both genders, while the drive for muscularity was a unique predictor for men. Theoretical paradigms associated with depilation included Social Comparison Theory, and in part, a belief that depilation is socially normative. Results also provided partial support for hypotheses related to gender, racial/ethnic, and sexual orientation differences in body image disturbance and BDD symptomatology. Overall, the results of this study provide support for the notion that body depilation is a key appearance and body image concern for both genders, though more so for men, but also suggest that more research is needed in order to better understand the role of the appearance of hair on the human body.