After
reading Bells Hook’s passage, “Understanding Patriarchy” I gave me better
understand of what patriarchy means and I also got to understand Bells Hook’s
perspective. Hook’s stated that patriarchy was uncommonly used in male’s
vernacular. Many people do not know how to spell it nor pronounce it. It is
also mistakenly used in definition. Patriarchy is a, “political- social system” where males are naturally dominating
and superior to any obstacle in their way. In their eyes, they are the alpha dogs;
they show minimal to no weakness, and they believe they can over power females.
Hook’s also gave us the female prospective, “the feminists began to use the word
“patriarchy”
to replace the more commonly use “male’s chauvinism” and “sexism’” (pg. 25).
This came to be, so males and females are more aware of their patriarchy effect
on all of us.
A series of collection that would best fit this summery of patriarchy
would be the, “I ____ in #MyCalvin” collection. This collection was used to
express by famous celebrates to help expose everybody personalize in each
image. Famous celebrities like, Justin Bieber, Frank Ocean, Abbey Lee, Kendell Jenner
and many more would take a self-portrait of them in the Calvin underwear and apparel
stating something that best
represents them or something they are well known for. This was a successful campaign,
“now it has
over 179,000 photos on Instagram tagged #MyCalvins mostly featuring models,
bloggers and just general babes.” (#MyCalvins Campaign). This campaign has helped Calvin Klein
to increase the growth on social platforms and it really help to promote the underwear
or apparel.
Overall, this intertwine with the
Bell Hook passage because from Hook’s prospective male are always dominate and
think they are superior. Females would also be able to connect with this
campaign because young adults are able to express themselves and by feeling a
part of a tend or a campaign it can leave a positive energy on a child’s brain. Sad so say but many people tend to be followers and think by wear something what a celebrity wear they will be more popular or cooler.
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| Actor: Klara Kristin and Rapper: Fetty Wap |
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| Kendall Jenner |
Reference:
Hooks, B. (2003). Teaching community: a pedagogy of hope. New York: Routledge.
#MyCalvins campaign takes over the internet. (2016, February 03). Retrieved February 07, 2018,
from http://www.trulydeeply.com.au/2016/02/mycalvins-viral-campaign-advertising-brand/
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