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VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF LINGUISTICS AND CULTURE OF ENGLISH-SPEAKING COUNTRIES GRADUATION PAPER “BE A BIMBO” MOVEMENT IN AMERICAN CULTURE: THE FIGHT AGAINST STIGMA Supervisor : M.A Hoàng Thị Thanh Hoà Student : Phạm Ngọc Anh Course : QH2016.F1.E1 HÀ NỘI – 2020 ĐẠI HỌC QUỐC GIA HÀ NỘI TRƯỜNG ĐẠI HỌC NGOẠI NGỮ KHOA NGƠN NGỮ VÀ VĂN HỐ CÁC NƯỚC NĨI TIẾNG ANH KHÓA LUẬN TỐT NGHIỆP PHONG TRÀO “BE A BIMBO” TRONG VĂN HOÁ MỸ: CUỘC CHIẾN CHỐNG LẠI SỰ KÌ THỊ Giáo viên hướng dẫn : M.A Hồng Thị Thanh Hồ Sinh viên : Phạm Ngọc Anh Khóa : QH2016.F1.E1 HÀ NỘI – 2020 Supervisor‟s name: MA Hoang Thi Thanh Hoa Supervisor‟s Acknowledgement _ Signature of Approval: _ _ Date: ACKNOWLEDGEMENT This thesis is infused with so much love To my supervisor, M.A Hoang Thi Thanh Hoa, thank you for always being by my side regardless of my repeated disappearance due to writers‟ block and panic attack, and for patiently listened to my messy junctions of ideas My heart was moved when you told me you would always be there to help, even when I was in a desperate mess of frustration and confusion with my own topic Thank you for spending time, kindness and effort on me and my increasingly confusing; being with me must have been anguish on you You have been a huge emotional support for me in this painful journey To my teacher, Ph.D Phung Ha Thanh You were the main reason I decided to sign up for doing research in humanity, and your passion and knowledge overwhelmed me every time I have the chance to talk to you Though you are neither my direct supervisor nor my official teacher during my university time, you have taught me more than I can imagine I am grateful to your meaningful feedbacks throughout this journey of mine, and thank you for provoking me with new aspects to explore To the ones who are most affected by my mood swing: To my mom, who remained so calm every time I complained in frustration and let me throw a tantrum To my sister, for being quarantined with a grumble so-called researcher that constantly complained To Giang, my best friend, my most forgiving sister, who was so understandable even when I was being mean Your food supply the night before the final deadline helped me pull together this paper And to myself, for not giving up i ACCEPTANCE PAGE I hereby state that I: Phạm Ngọc Anh, QH2016.F1.E1, being a candidate for the degree of Bachelor of Arts, accept the requirements of the College relating to the retention and use of Bachelor‟s Graduation Paper deposited in the library In terms of these conditions, I agree that the origin of my paper deposited in the library should be accessible for the purpose of study and research, in accordance with the normal conditions established by the librarian for the care, loan or reproduction of the paper ii ABSTRACT This thesis is a humanities-oriented research that explores a movement called Be a Bimbo movement that emerged in 2018 It studies Bimbo as a sexualized and stigmatized label targeting women sexuality, constructing in a specific historical, cultural and social context of the rise in open sexual behaviors, leading to dehumanizing women to sexed bodies Borrowing the theories of Postfeminism and Third Wave feminism, this thesis analyzes the different strategies employed by Be a Bimbo girls, especially through the founder and leader Alicia Amira, to adopt the image while using it to deconstruct the sexualization system iii TABLE OF CONTENT ACKNOWLEDGEMENT i ACCEPTANCE PAGE ii ABSTRACT iii TABLE OF CONTENT iv LIST OF FIGURES v CHAPTER 1: INTRODUCTION Background of the study .1 The history of the word Bimbo Defining “Be a Bimbo” .4 Mode of Inquiry Significance of the study .6 Overview of the Chapter .6 CHAPTER 2: A SEXUALIZED CULTURE The Beginning (1960s) The Bloom (1970s) 11 The Legacy 12 The Court in Action 15 Standley v Georgia 15 Miller v California 16 President‟s Commission on Obscenity and Pornography 17 CHAPTER 3: SITUATING BE A BIMBO 18 Postfeminism .18 Individualism, choice and empowerment „ .18 Objectification to Subjectification 20 The Embrace of Girl Power 20 Third Wave Feminism .21 Representing feminism through media .21 iv Twitter .22 Websites and blogging 22 Social movements in a modern ear 23 Conclusion .23 CHAPTER 4: BE A BIMBO ON A JOURNEY TO FIGHT BACK STIGMA 24 Characteristics of Be a Bimbo 24 Individualism and sexual subjectification: 24 Diversity and Engagement of social media .25 CHAPTER 5: CONCLUSION .31 REFERENCE 33 v LIST OF FIGURES Figure 1: Aqua in “Barbie Girl” (MCA Records, 1997) Figure 2: Babett March on Sports Illustrated cover, January 20, 1964 Figure - 4: The Planters Cashews commercial during Super Bowl 2008 Figure 5: Alicia Amira, before and after taking plastic surgeries Figure 6: Alicia Amira and four participants who joined a photoshoot in Los Angeles as a promotion be the new Be a Bimbo collection Figure 7: A post of Alicia Amira on her Instagram account sharing photos of other Bimbos ` vi CHAPTER 1: INTRODUCTION In this chapter, I will introduce the background of this study, trace the history of the word Bimbo, state the research questions and problems, describe my mode of inquiry, discuss the significance of the study and propose the overview of the chapters Background of the study Since I was young, I am well aware of the distinction in appearance between a „good girl‟ and a „bad girl‟ from my observation of the media A respectable woman is often portrayed as wearing modest fashion that wraps around her body, leaving no skin in the sensitive parts of the body; these women also have respectable roles such as doctors, lawyers, teachers For that reason, I can quickly deduce that a woman is not virtuous if she wears provocative or suggestive clothes, and not so rare that they appear as a prostitute, a villain or a stripper I also discovered that supposedly virtuous people have a fashion sense that is almost like men - they wear vest, shirts and trousers that hide away their feminine features while vile ones are hyper feminine as their outfits show distinct curves, -the very attractive feature of a woman Such awareness soon shapes my own image in real life as a woman for I tend to be discreet in choosing my outfit for fear that people around will label me as a sexual creature for my appearance As a child born in the bloom of technology, I frequent myself with both mainstream and social media for news and information This access to global knowledge leads to my stumble on a video about Alicia Amira, a woman who has transformed herself into a doll-like figure thanks to plastic surgeries with a fascinating idea about women identity On August 3, 2017, Alicia went on an American reality show called “Botched” where two doctors Dr Terry Dubrow and Dr Paul Nassif remedy “extreme plastic surgeries gone wrong” (Philiana, 2013) to further transform her Twitter Launched on July 2006, the social networking and micro-blogging Twitter has been gaining more and more popularity in the past fourteen years The platform allows users to post a quick update up until 140 characters, a „tweet‟, and these tweets are publicly available to both registered and non-registered users Users can follow certain individuals, and posts of these people will be collated in a chronological order on each user‟s Twitter homepage Twitter also allows direct replies to a tweet or share the tweet, „re-tweet‟, to one‟s personal page There are various ways to post a message with Twitter The hashtag function, the „#‟ sign, is a useful tool in drawing attention to a certain issue/ event, for users can search for the hashtag via both Twitter app and website to read thoughts about the topic, or contribute to the topic by posting a tweet together with a hashtag Another tool to draw attention is „tagging‟ an user with an „@„ sign whenever one wishes to inform that user of certain information This is known as @replies, and is commonly used to identify people, address tweets to particular users, attribute quotes and get their attention (Honeycutt & Herring 2009 cited in Marwick & boyd 2011, p 143) Twitter is frequently discussed as an effective method of „e- mobilization‟(Earl & Kimport 2011 cited in Penney & Dadas 2014, p 80) to inform protestors of time and places for the meeting Though Twitter has been employed as a tool to debate issues in various social movement, it is not considered as the best platform for in-depth conversation (Lim 2013; Penney & Dadas 2014) The limit of characters on Twitter prevents users from articulating comprehensive arguments; instead they may need to break a writing into different junctions by re-tweeting to their original tweet Penney & Dadas (2014) views Twitter as one tool in a larger „digital ecosystem‟: it is used in conjunction with other platforms to allow activists communicate with one another Websites and blogging Mowles (2008) defines web log as ‟webpage with periodic, reverse chronologically ordered content, posted by an individual or group‟ Many blogs are 22 updated frequently, have sense of personal identity, and encourage public interaction through the comment section (Keller, 2013) However, there has been a lack of academic attention on the role of blogging in social movement compared to that of Facebook and Twitter (Mendes, 2015) Feminist media researchers have filled this void, identifying blogs as important spaces for the formation of networks, communities and counterpublics (Keller 2013; Mowles 2008) Keller argues that the function to comment, reblog and share link to different social media platforms allows individual feminist blogs to function as a collective community, thus emphasizing the importance of blogging as “a significance practice for the future of feminism” Social movements in a modern ear With the rapid changes in technology over the past decades, the way social movements function take fundamental shift (Wolfson 2012) in the growing importance of new media technologies, the internet and social networking sites to build, organize, network, choreograph physical and collective identities (see Atkinson 2009; Gerbaudo 2012) One of the key concepts of this shift is the idea of network According to Diani (2003), network is „informal interactions between a plurality of individuals, groups and/or organizations, engaged in a political or cultural conflict on the basis of a shared collective identity‟ (cited in Marmura 2008) Gerbaudo (2012) conceptualizes social media as the tools used to help movements choreograph assembly, which involves providing guides and suggestions for participants, directing people towards events or constructing narration for their physical gathering He also argues that social media builds a sense of togetherness even when participants are geographically diverse Conclusion Chapter has laid out theories of Postfeminism and Third Wave feminism as theoretical framework for the analysis of strategies employed in Be a Bimbo movement With a brief introduction on how Twitter and Blogging function to serve social movement, it presents the ground to understand how Alicia Amira employs her social media accounts to build a community and convey messages to participants 23 CHAPTER 4: BE A BIMBO ON A JOURNEY TO FIGHT BACK STIGMA In this chapter, I will devote to examine how Be a Bimbo as a movement possesses characteristics of both Postfeminism and Third wave feminism, thus employing the strategies of these two theories for its own fight On the other hand, I will put Be a Bimbo in the context of social movement in a modern era to measure the influence of this movement Before delving into this movement, I want to emphasize that Alicia Amira‟s actions, in all forms of expression, will be analyzed as the representative for the movement; until now Alicia is the only figure that actively voice up about the issue Characteristics of Be a Bimbo Individualism and sexual subjectification: “If you can what makes you happy, then you should just go for it, no matter what people think” (Alicia Amira in The Self-proclaimed Bimbo Doll) The unique case of Alicia Amira urges for a combined analysis of both individualism and subjectification At first she was also under the control of sexualized environment, looking at the Bimbo images on screen while thinking to herself that “I shouldn‟t look like that… cause that wouldn‟t be acceptable, wouldn‟t it?” She indeed did succumb to the external view of her value as a woman, for aspiring to have the image she loves on the screen equals to being “stupid and less than every other woman” In other words, she herself saw the objectification aspect of women sexuality portrayed on the media When she decided to “go against the stigma” and worked to have the body image that she desires, Alicia showed that she was doing simply to “pleasure herself” The Amira, A (2019, April 12) Becoming a Bimbo Retrieved from https://beabimbo.com/blogs/bimbolife/becoming-a-bimbo ibid 24 obstacles she then has to face is more challenging than ever before10 During the documentary “The Self-proclaimed Bimbo Doll” conducted with Vice TV, Alicia shared her feelings: “It seems people are more accepting here 11 […] It‟s ok to be a bit odd People don‟t give you funny looks like they did in Stockholm […] It‟d be easier to live like what I did before You need a lot of emotional strength to this.” Alicia frames herself as „odd‟ from the perspective of an outsider, and it fits in the mold of women sexualization and the framing of women that has haunted her since young The statement reveals that though she has stood up to her true desire and made her own choice, the judgement is still there and keeps coming back at her directly from the judging eyes of the public On the other hand, it is safe to deduce that the people who give her judging eyes are also under the influence of framing and objectifying women through their sexuality The desire to be subjectively objectified is strong in Alicia‟s individualism Alicia (2018) stated that “I consider myself to be a feminist To me, a feminist is a woman who is determined to be herself, no matter what men or the rest of the world thinks.”, and that comes after sharing about her personal choice of being “[…] an object for men, but it‟s still my choice” As explained in the previous chapter, this can be seen as a strategy to construct the self, and Alicia has been doing that by putting on revealing clothes on a daily basis Diversity and Engagement of social media “I just want to encourage women everywhere to be confident enough to take ownership of their sexuality”, the statement Alicia made on her interview with This Morning channel presents the scope of this movement: worldwide This trait of Third Wave feminism leads to the next characteristics: the involvement of digital and do-it-yoursef media in activism In the specific case of Be a Bimbo, the 10 ibid 11 Alicia Amira is Danish She moved to the UK together with her boyfriend as he accepted a job there 25 movement has three channels on Be a Bimbo (attire brand) website, an Instagram account and a Twitter account I will also give an analysis on the content of Alicia‟s personal Instagram account for she expresses her ideas frequently on this channel a, Be a Bimbo website: \Contrary to the study of scholars mentioned in previous chapter, Be a Bimbo website does not function purely as a blog for activism Be a Bimbo is, in any sense, a website for selling clothes, and blog posts constitute a small portion of the website The three blog posts are named “Becoming a Bimbo”, “Letting my inner Bimbo out to play” and “Stop censoring sluts! Figure 5: Alicia Amira, before and after taking plastic surgeries in chronological order In “Becoming a Bimbo”, Alicia shares her personal journey from being fascinated with the image of Bimbo, being bent by the stigma and framing of women sexuality to being liberated and finding her freedom of choice in becoming a Bimbo She also talks about the price of being deviant as the motivation for her to start the movement to support women like her In “Letting my inner Bimbo out to play”, she talks about how being a Bimbo is a journey to find the true self “This wasn't really about changing who I was to become a bimbo, it was a matter of revealing who I already was It was about looking like the bimbo I felt like I already was inside.” (Alicia, 2019) The article, besides emphasizing on individualism and free choice, gives advice on how one can gradually transform into a Bimbo image by having acrylic nails, wearing high heels, putting on accessories and so on The last blog “Stop censoring sluts!”, touches deeper on the stigma and the root of oppression that Alicia aims to fight: 26 As women, we are sexualized from when we are teenagers Whether it's a male fantasy about a schoolgirl uniform, a cheerleader, a babysitter, or a simply the desire of the pure and untouched female body, it's sexualization Women are treated as sexual fantasies no matter what our choices and experiences […] Even as society sexualizes before our first sexual experience, it simultaneously defines us as fallen, lost, impure, and slutty after our very first sexual experience This toxic combination lingers on our souls We are taught to be ashamed of our sexuality, and of sex in general – as if sex is only for men‟s benefit, as if to enjoy being sexual is let yourself be reduced to an object of desire There are three important issues that Alicia mentions in this short paragraph One is the sexualization of childhood when girls are nurtured surrounding by sexualized images of women at a young age; second is the sexualization of women sexuality - they are treated as sexual fantasies, or reduced to the sexed bodies; and finally is the framing of women sexuality, a consequence of objectifying women for their sexual function Looking from a chronological order, the pattern of a sexualized culture is apparent as girls are taught to accept their value as sexed bodies since childhood Though pointing this out, Alicia does not ask for a reform in society, a trait of Third Wave feminist, but rather she urges women to change their reaction to such a culture “The smart woman should know that by taking ownership of her own sexuality she can get ahead - and, if she wants, use it make a profitable business” This strategy resonates what Kate Taylor (2006) talks about individualism and empowerment, and surprisingly, Alicia is suggesting to employ both interpretation: a woman should be pleased with her sexuality, and sexuality is also her power By actively claim sexuality as a proud part of her, Alicia has ripped it off as a vulnerability of women in a sexualized culture Though the Be a Bimbo blog is not updated frequently (the last blog was posted on May 18, 2019), it has served as a base for clarifying goals, pointing at the underlying issue, providing overall message and giving instructions to participants As there is no comment tool on the website, it is suggested that the interested can 27 reach Alicia through provided Instagram and Twitter accounts Overall, Be a Bimbo website not only is the manifestation of Alicia‟s dream of a brand to promote the movement, but also is a hub for everyone to learn more about the movement b, Instagram and Twitter account: Instagram is a social media platform dedicated to sharing pictures, which gives it the hotspot for visual representation of Be a Bimbo In fact, Be a Bimbo movement employs both platforms to share pictures of Alicia, the brand‟s new Figure 6: Alicia Amira and four participants who joined a photoshoot in Los Angeles as a promotion be the new Be a Bimbo collection collections of models, and recently has adopted a pattern of sharing women wearing attires of Be a Bimbo brand The constant flow of pictures either shared by Be a Bimbo or tagged with Be a Bimbo creates a crucial online presence of the movement as it is where people establish connections and communities (Jarvis, 2012) Unlike other social movements that utilize social media as a platform for promoting, discussing and planning for the movement (Delgado 2014; Jarvis 2012), Be a Bimbo accounts function align with Gerbaudo (2012) arguments of a platform for building communities and shortening the geographical distance between participants 28 c, Alicia Amira‟s Instagram account: \As the leader of the movement, Alicia, until now, can be considered as the head of information within the community Unlike the distinct function of each Be a Bimbo social media account, Alicia has been promoting new collections of Be a Bimbo brand, sharing her ideas on Bimbo and encouraging people to join the movement She is the center that keeps the online presence of the movement as people are shown her up-to-date activities, progress and plans for the movement \With a movement based entirely online, Figure 7: A post of Alicia Amira on her Instagram account sharing photos of other Bimbos no function of discussion regarding ideologies and limited space for long conversations (Lim 2013), it seems that Be a Bimbo can hardly be regarded as „real‟ forms of resistance (Shaw 2012) This view is quite problematic for feminism, as with a global community, it is impossible for physical gathering The trait of a Third Wave feminism is, however, discursive politics which aims to fundamentally change the way people think (Young, 1997); feminists have advocated the practice of consciousness raising - a fundamental element to the development of counter hegemonic discourses about women and their places in the world (Maddison 2013; Young 1997) Because Be a Bimbo challenges hegemonic discourses of sexuality, it requires “political speech… that intervenes in hegemonic discourses, and that works at the level of language to change political cultures‟ 29 (Shaw 2011 cited in Mendes 2015) This is as important as protests on the street d, Representation of Be a Bimbo in mainstream media: Contrary to the significant coverage of mainstream media on Alicia as the self-proclaimed Bimbo, the one who reclaims the word Bimbo or the founder of Be a Bimbo movement, there was little to none coverage of Be a Bimbo as an independent movement When Alicia participated in interviews before, at that time she had not founded the Be a Bimbo brand, which has slowly turned into the trademark of the movement; for that reason, what “Bimbo” was represented to the media at that time was just a concept and not a community with actual advocates This lack in mass media coverage is a disadvantage for the movement as social media, as powerful as it is, target certain circles of audience If one knew about Be a Bimbo, chances are his or her friends would slowly learn about it (thanks to the function of suggesting content in social media based on connections) If in a circle, no one knew about Alicia or Be a Bimbo, it may not ever reach them Mass media coverage could reach a broader range of audience, and increase the chances of recruiting more members for the community The fact that Alicia can post many photos of customers, or „dolls‟ in her way of accepting them as a member of the Bimbo community, is the proof for the existence and influence of Be a Bimbo As Be a Bimbo does not manifest into a physical activism, such as a march, it is difficult to measure the progress and success of the movement up until now Putting it in the same standard with offline activism, Be a Bimbo is still in its early stage, or even in the preparation stage of gathering resources both in human and in supplies Nevertheless, Alicia has prepared a clear vision with specific goals, rationale for the movement and a growing community of women motivated to embrace their sexuality, which I believe will benefit the movement in the long run I not attempt to draw the influence of this movement in the future, but as for now, Be a Bimbo advocates has all the reasons to be proud of themselves, while Alicia may consider steps to increase coverage on the media 30 CHAPTER 5: CONCLUSION From recognizing the label “Bimbo” based on women sexuality and “Be a Bimbo” as a movement fighting against that same labeling system, I have traced the historical, cultural and social context from which the label emerged Be a Bimbo as a movement aims to raise awareness of the framing and sexualized of women sexuality, to promote women free of choice and to encourage women to embrace their sexuality regardless of the objectification from the rooting sexualized culture Based on the theories of Postfeminism and Third Wave feminism, I see how Be a Bimbo is a manifestation of both types of feminisms that employ different strategies to fight against a sexualized culture in a modern world The change to more open sexual behaviors in the second sexual revolution in America paved way for the Golden Age of Porn, a prime time of obscenity and explicit content being broadcasted on mainstream media and theaters Such content covers all types of media productions: from magazines like Playboy to advertisements and acclaimed pornographic movies such as Deep Throat, and receive public applause for nearly two decades This time period has created a sexualized culture with woman sexuality at the center, where women are objectified and dehumanized into sexed bodies, whose only value lies in their sexual function In that culture, sexual objectification of women is normalized and penetrates all aspects of daily life Girls growing see sexualized women on advertisements, learning of their sexual value as teenagers and get accustomed to sexualization in their university time In response to that sexualized culture, Postfeminism emerged as the voice of sexual freedom With focus on individualism and free choice, Postfeminism does not attach an individual to the larger society, and disregards feminist goals with arguments that women are no long oppressed Third Wave feminism, on the other hand, is considered the descendant of the two previous waves of feminism, and while it still strives for feminist goals, it employs different strategies compared to 31 the predecessors Third Wave feminism put emphasis on the importance of media, especially digital media as an important role in representing feminism in specific and social movements in general While mass media coverage brings activism to the outer public and proves that the activism is occurring, social media and feminist media act as channels for organizing and planning activism Social media also serves the function of building a stable community for advocates and creating a space to strengthen the bond between members in different geographic regions Amists those theories, Be a Bimbo movement can be characterized with individualism, free choice and the engagement with social media Regarding strategies, besides the ones employed from Postfeminism and Third Wave feminism, Alicia Amira encourages women to claim the word „Bimbo‟ as an act of embracing her sexuality before it is used against her and women in general in the systematic sexualization Up until now, all activities of the movement are conducted online; the movement has also built up a Bimbo community where women share photos of themselves wearing Bimbo clothes to encourage and inspire others to embrace their sexuality The lack of mass media coverage on Be a Bimbo may pose a disadvantage to the movement, as it may suggest the media only take interest in Alicia for she is the first to claim herself a Bimbo However, the movement is still in its early stage, and with what they have achieved as a community, there is hope that it can progress more and 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