“It’s Not Just Sexism”
“It’s Not Just Sexism”
Feminization and (Ab)Normalization in the Commercialization of Anxiety Disorders
D. Travers Scott and Meagan Bates analyze television advertisements for anti-anxiety medications in order to explore the status of anxiety as a disability. Through close textual analysis, informed by Foucauldian theory and political economy, they demonstrate the intricate ways that femininity, disability, and normalization inflect and reinforce each other in contemporary discourses around mental health. These ads do not merely target women, they argue, but in fact construct femininity itself as inherently pathological and in need of medical intervention. At the same time, however, parodies of these ads reveal resistance to their pathologizing tropes and point the way toward greater appreciation for neurodiversity.
Keywords: anxiety, advertisements, femininity, television
NYU Press Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
Please, subscribe or login to access full text content.
If you think you should have access to this title, please contact your librarian.
To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.
