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Home » COMM 601 » The diet industry and the co-opting of body acceptance language (Week 7- supplemental)

The diet industry and the co-opting of body acceptance language (Week 7- supplemental)

Well, I created this vlog based on the wrong week’s material; however, I think it’s a cool topic, so I’m leaving it up as supplemental material).

For this vlog, I illustrate the concept of hegemony as described by critical tradition and Marxist theory.

According to the text, hegemony can occur through the “subtle process of co-opting  the interests of a subordinates group into supporting those of the dominant one” (Littlejohn & Foss, 2011, p. 394). I use the example of Special K promoting dieting through the co-opting of the language of the body acceptance movement, an anti-diet movement, specifically the anti-scale initiative of fat activist Marilyn Wann and her “Yay, Scale” (Mysko, 2013).

Works Cited

Littlejohn, S. W. and Foss, K.A. (2011). Theories of Human Communication. Long Grove, Illinois: Waveland Press, Inc.

Mysco, C. (2013).  The Wolf In The Cereal Bowl: How Special K And Other Companies Co-Opt Body Acceptance To Sell Body Shame. [Web log post]. Retrieved from http://www.thefrisky.com/2013-09-04/the-wolf-in-the-cereal-bowl-how-special-k-and-other-companies-co-opt-body-acceptance-to-sell-body-shame/

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1 Comment

  1. […] of hegemony and resistance. (For my take on the hegemonic co-opting of resistant messages, see this vlog post on the corporate co-opting of the body acceptance […]

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