Lose like a Man: Who is Really Losing in the new Weight Watchers Campaign? | The Feminist Wire

Lose like a Man: Who is Really Losing in the new Weight Watchers Campaign

By David J. Leonard

It seems that Charles Barkley is everywhere and that isn’t just because there are basketball games on each and every day due to the compressed post-lockout schedule. Whether appearing on Saturday Night live or Sunday Night Football, Barkley has emerged as a highly recognized figure since his retirement from professional basketball. Yet, his ascendance has reached new heights recently with the launch of his “Lose like a man” campaign with Weight Watchers.

Barkley’s struggle with his weight since his retirement has been well documented, often the butt of jokes on his TNT’s NBA Tonight. It would seem that this laughter and joking stops with his new Weight Watchers commercial. In front of an all-black screen and wearing all black clothes, Barkley announces:

I am still not a role model. But maybe I can change that. Maybe if I tell you that I am losing weight and getting healthy you will see that you can to. Maybe if I said I was stopping making excuses and started making progress, you’d do the same. And maybe if I told you I was doing it with Weight Watchers, you’d join me. Lose like a man.

Referencing Barkley’s “I am not a role model” NIKE commercial, the commercial establishes a firm binary between his past hypermasculine ways and his new more refined and skinny self.

The commercial presents Barkley as a role model because he is able to lose weight, to show his vulnerability, all while maintaining a clear articulation of manhood. Weight Watchers, in fact, allows for this successful balance. In an online spot, Barkley further articulates the gendered approach to weight loss:

Every guy thinks they can install the dishwasher themselves until they blow up the kitchen. And every guy thinks they can lose weight on their own. Look around guys, it ain’t working. Weight watchers has a plan for men; it has helped me lose 23 pounds already and gives me the tools to keep losing. I tried doing it myself; it didn’t go to well.

The efforts to capitalize on the ways in which weight-loss and body image have been feminized within the national discourse are fully evident here. In defining weight loss in gendered terms Weight Watchers reifies the boundaries of gender, ultimately concluding that men can remain men even if they are losing weight. The commercial, therefore, imagines weight-loss as a feminine domain, one that men can enter as long as there is a parallel masculine space. Lisa Guerrero, an associate professor in the Department of Critical Culture, Gender, and Race Studies at Washington State University, identifies the commercial as part of a larger process of gendering behaviors, objects, and processes. Like other examples of gendering of food – “man food” v.“chick food” – the Barkley spots are “yet another example of what Butler would call ‘girling’ or ‘boying’ discourse, which directs ‘appropriate’ gendered behaviors.

Continue reading @ Lose like a Man: Who is Really Losing in the new Weight Watchers Campaign? | The Feminist Wire.

Not Another T**** Column: Waking Up from the National Nightmare | The Starting Five

Not Another T**** Column: Waking Up from the National Nightmare

David J. Leonard

I am resisting the temptation to write a column about you know who. As with Charles Barkley, I am sick of hearing about him; I am sick of the celebration and the double standards; I am tired of “the national nightmare” and am ready to wake up to talk about something else within the sports world.

As both men are playing this weekend, I thought I would wish the best of luck to Joe Flacco and Alex Smith. Yes, Flacco was recently described as “mediocre” on Around the Horn and described as one of the “worst quarterbacks on a good team” by The Bleacher Report. Sure Alex Smith is routinely ridiculed, called a bust, and otherwise doubted. What’s not to like about Flacco and Smith

In 2011, Flacco saw a slight dip in his numbers, with a quarterback rating of 80.9 and a completion percentage of almost 58%. Statistically, Smith finished with a higher quarterback rating of 90.7, having completed 61% of his passes. Most importantly, Flacco led his team to a 12-4 record, with Smith taking the 49ers into the playoffs with an impressive 13-3. Of course, you can focus on their struggles and their uneven performances, but “they just win”; all they do is win.” Isn’t that the only thing that matters? I think I heard that sometime before.

As we are in the midst of the NFL playoffs, it is important to remember those great performances. Remember Timmy Smith who ran for 204 yards, leading the Redskins to victory in Super Bowl XXII. So what if he last one more year in the league, and that some call him the one-hit wonder of the NFL, does a great playoff game make a career? I mean Larry Brown and David Tyree also had amazing performances during Super Bowl victories and didn’t they get elevated to national heroes, on the cover of every sports magazine, and the key endorsement for those running for president?

I also want to pay homage to those quarterbacks, who despite having OK or not so good careers were given little opportunity to even be a backup in the NFL. Remember Akili Smith, Dennis Dixon (third string in Pittsburgh), and JaMarcus Russell. Where are they now? You would think a team like the Colts or the Broncos could have used one of them as a backup.

With the King holiday on Monday, I have found myself thinking about politics off-the-field and the history of resistance in sports.

Toni Smith, a graduate of Manhatanville College, used her platform as a collegiate basketball player, to protest the injustices and inequalities of society. Prior to each game, as the National Anthem played, she turned away from the flag, bowing her head toward the floor. She described her motivation as follows: “For some time now, the inequalities that are embedded into the American system have bothered me. As they are becoming progressively worse and it is clear that the government’s priorities are not on bettering the quality of life for all of its people, but rather on expanding its own power, I cannot, in good conscience, salute the flag.” Not surprisingly, her courage and her desire to express her political views were met with condemnation. Told “to leave our country, called “disgraceful,” and other demonized, Smith remains a powerful example of a person who challenged the status quo, who refused to cow-tow to the dominant expectations of her as an athlete, as a women of color, and student. She stood tall and said with her actions that progressive politics have a place in sports.

Continue reading @ Not Another T**** Column: Waking Up from the National Nightmare | The Starting Five.