Naomi Wolf

Consumer culture is best supported by markets made up of sexual clones, men who want objects and women who want to be objects, and the object desired ever-changing, disposable, and dictated by the market. The beautiful object of consumer pornography has a built-in obsolescence, to ensure that as few men as possible will form a bond with one woman for years or for a lifetime, and to ensure that women's dissatisfaction with themselves will grow rather than diminish over time. Emotionally unstable relationships, high divorce rates, and a large population cast out into the sexual marketplace are good for business in a consumer economy. Beauty pornography is intent on making modern sex brutal and boring and only as deep as a mirror's mercury, anti-erotic for both men and women.

To ask women to become unnaturally thin is to ask them to relinquish their sexuality.

Health makes good propaganda.

An economy that depends on slavery needs to promote images of slaves that __ustify_ the institution of slavery. The contemporary economy depends right now on the representation of women within the beauty myth. Economist John KennethGalbraith offers an economic explanation for __he persistence of the view of homemaking as a __igher calling__: the concept of women as naturally trapped within the Feminine Mystique, he feels, __as been forced on us by popular sociology, by magazines, and by fiction to disguise the fact that woman in her role of consumer has been essential to the development of our industrial society_. Behavior that is essential for economic reasons is transformed into a social virtue.

By the 1980s beauty had come to play in women__ status-seeking the same role as money plays in that of men: a defensive proof to aggressive competitors of womanhood or manhood. Since both value systems are reductive, neither reward is ever enough, and each quickly loses any relationship to real-life values.

Women are mere __eauties_ in men__ culture so that culture can be kept male. When women in culture show character, they are not desirable, as opposed to the desirable, artless ingenue.

We conceived of the planet as female, an all-giving Mother Nature, just as we conceived of the female body, infinitely alterable by and for man; we serve both ourselves and our hopes for the planet by insisting on a new female reality on which to base a new metaphor for the earth: the female body with its own organic integrity that must be respected.

What little girls learn is not the desire for the other, but the desire to be desired.

Economist Marvin Harris described women as a 'literate and docile' labor pool, and 'therefore desirable candidates for the information- and people-processing jobs thrown up by modern service industries.' The qualities that best serve employers in such a labor pool's workers are: low self-esteem, a tolerance for dull repetitive tasks, lack of ambition, high conformity, more respect for men (who manage them) than women (who work beside them), and little sense of control over their lives.

Economist Marvin Harris described women as a "literate and docile" labor pool, and "therefore desirable candidates for the information- and people-processing jobs thrown up by modern service industries." The qualities that best serve employers in such a labor pool's workers are: low self-esteem, a tolerance for dull repetitive tasks, lack of ambition, high conformity, more respect for men (who manage them) than women (who work beside them), and little sense of control over their lives.

Advertisers are the West's courteous censors.

The Rites of Beauty also seduce women by meeting their current hunger for color and poetry. As they make their way into male public space that is often prosaic and emotionally dead, beauty's sacraments glow brighter than ever. As women are inundated with claims on their time, ritual products give them an alibi to take some private time for themselves. At their best they give women back a taste of mystery and sensuality to compensate them for their days spent in the harsh light of the workplace.

Men look at women. Women watch themselves being looked at. This determines not only the relations of men to women, but the relation of women to themselves.' Critic John Berger's well-known quote has been true throughout the history of Western culture, and it is more true now than ever.

Possibilities for women have become so open-ended that they threaten to destabilize the institutions on which a male-dominated culture has depended, and a collective panic reaction on the part of both sexes has forced a demand for counter images.The Beauty Myth

The last thing the consumer index wants men and women to do is to figure out how to love one another: The $1.5 trillion retail-sales industry depends on sexual estrangement between men and women, and is fueled by sexual dissatisfaction. Ads do not sell sex--that would be counterproductive, if it meant that heterosexual women and men turned to one another and were gratified. What they sell is sexual discontent.

For I conclude that the enemy is not lipstick, but guilt itself; that we deserve lipstick, if we want it, AND free speech; we deserve to be sexual AND serious--or whatever we please; we are entitled to wear cowboy boots to our own revolution.

It seemed to me, watching, that if you were dextrous enough to gift-wrap an independent-minded amphibian, you could just about manage a condom.

The anthropologist Margaret Mead concluded in 1948, after observing seven different ethnic groups in the Pacific Islands, that different cultures made different forms of female sexual experience seem normal and desirable. The capacity for orgasm in women, she found, is a learned response, which a given culture can help or can fail to help its women to develop. Mead believed that a woman's sexual fulfillment, and the positive meaning of her sexuality in her own mind, depend upon three factors:1: She must live in a culture that recognizes female desire as being of value;2: Her culture must allow her to understand her sexual anatomy;3: And her culture must teach the various sexual skills that give women orgasms.