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A Comparative Study Of Grassroots Activism And The Dove Real Beauty Campaign

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In this article, " Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign." (Johnson and Taylor, 2008) reveal the degree and technique that are made effective to create social change among the standard of beauty based off of appearance. Several aspects are studied to reflect the comparison and contrast of the findings among the two activism groups. Dove and Pretty, Porky, and Pissed Off (P.P.P.O.) target the idea of beauty and the meaning of cultural values. These two groups advocate and influence people, but the range of who is aware of their motto is differently reached. Dove use social media and is able to reach a global population, Pretty, Porky, and Pissed Off direct their message by protesting and bring attention to people who are passing by then later they advance to spreading their message to local pools of population such as radio shows or community based movements. With this being said both Dove and P.P.P.O. advocate to change the beauty ideologies. Dove broadens the standard of beauty seen by society with the competitive market in mind. Beauty is judged by society and the insecurities of not being accepted are drawn upon to sell the products manufactured by Dove. Self worth being measured by appearance is the driving force to promote their beauty products . P.P.P.O. challenges the beauty culture with embracing people for who they are without promoting products to gain self worth through the validity of society. Understanding that one campaign is in the capital market and the other is advocating for marginalized groups of people we continue to break down the root of appearance ideologies in correlation of power division within society. These standards …show more content…

(2008). Feminist Consumerism and Fat Activists: A Comparative Study of Grassroots Activism and the Dove Real Beauty Campaign. Signs: Journal of Women in Culture and Society, 33(4), 941-966.

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