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Superbad Menstruation and the Economy of Shame

6/5/2012

 
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I remember walking to class one morning as a 10-year-old boy, and for no particular reason, my gaze drifted to my right, just in time to catch a classmate exiting the girls restroom. It was a split second glance into the forbidden zone, and I was suddenly guilty. Did anyone see me? The girls restroom didn't look anything like the boys restroom, I thought. More pointedly, what was the nature and purpose of that large white box bolted to the side of the bathroom wall?

Whatever goodies that glorious white box dispensed, I decided that the facilities, and indeed the experience of using the girls restroom were irrefutably better than could be had in the boys. Some time later, I pieced together enough information to conclude that the box held a supply of tampons or menstrual pads, which had something to do with women and their periods. As to how often girls used these soft cotton marvels of technological innovation was a complete mystery, and I knew even less about how they used them.

That fleeting glance of the white box that day stirred my curiosity, but somehow I intuitively understood that to broach the topic of women’s menstruation was to risk embarrassment, so I never brought it up. I eventually learned the basic mechanics of an average menstrual cycle, but it wasn’t until after high school that I developed some very close relationships with women, and through our conversations, I was finally able to name this bizarre mystique surrounding the topic of menstruation.

I’ve always been a curious guy, so it’s fitting that I became a sociologist. I’ve been thinking about just how pervasive this fear of menstruation is in American society, and I’m wondering why it exists at all. One could look at Hollywood movies as a rough gauge of the ubiquity of the fear. The kinds of stories we transform into blockbuster movies, and even the jokes we tell in those movies, say a lot about our society. Take, for instance, the popular 2007 film, Superbad, starring Jonah Hill as Seth. In one memorable scene, Seth finds himself dancing close to a woman at a party and accidentally winds up with her menstrual blood on his pant leg. A group of boys at the party spot the blood, deduce the source, and one by one, they buckle in laughter. Seth is humiliated by what is supposed to be an awkward adolescent moment, but he’s also gagging uncontrollably from his own disgust.


In contrast, consider the well known menstrual imagery that runs throughout the 1976 horror film Carrie, which is based on a popular Stephen King novel of the same name. Those who have seen the film will likely remember that Carrie, who is a sheltered high school outcast, gets her first period while taking a shower after gym class. Her peers seize the moment as an opportunity to shame and ridicule her, and yet it is Carrie who lands in the principal's office. While the principal awkwardly contemplates how to manage the situation, students point and laugh at Carrie as they walk past the office.
Menstrual blood, in its capacity to stir discomfort and uneasiness, is used as a vehicle for comedy in Superbad, but in the Stephen King film, it serves a different purpose. In Carrie, King's depiction of Carrie's first period is used to layer in tension, and it is not until the concluding scene, when a spiteful classmate pours a brimming bucket of pseudo-menstrual blood over Carrie's head in front of the entire student body, that Carrie finally resolves the tension by using her telekinetic powers to bar all exits and set her tormenters ablaze.

These two films are from entirely different genres and are separated by over 30 years; yet they rely on the same cultural taboos and anxieties surrounding menstruation (as do many, many other films I haven't mentioned). Both films have been commercially successful, suggesting they contain themes and characters that resonate with a broad swath of the American public. The menstrual scenes from Carrie are as unsettling as the scene from Superbad is hilarious because both films successfully capitalized on the collective sense of shame surrounding menstruation.
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Superbad, 2007
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Carrie, 1976
Long before me, feminists have noted that the all-too-common fear of menstrual contamination and the shame of failing to manage the menstrual flow are deeply held ideas rooted in patriarchy. That some men involuntarily gag at the mere thought of menstrual blood is evidence that the natural human experience of menstruation has been successfully re-imagined in American society as a kind of pathology. But I think it is important to remember, that women bear the brunt of this ideology. After all, women’s bodies are pathologized, not men’s.

It’s also  important not to lose sight of the fact that this pervasive fear of menstruation also fuels a multi-billion dollar industry, which produces and markets hundreds of products designed to manage and even suppress menstruation (e.g., Lybrel and Seasonique), and it is this relationship between menstrual shame and corporate profit that needs to be exposed and disentangled.

In an interview about her recent book, New Blood: Third Wave Feminism and the Politics of Menstruation, sociologist Chris Bobel nicely articulates the connection between menstrual anxiety and corporate profit:

    The prohibition against talking about menstruation—shh…that’s dirty; that’s gross; pretend it’s not going on; just clean it   
    up—breeds a climate where corporations, like femcare companies and pharmaceutical companies, like the makers of
    Lybrel and Seasonique, can develop and market products of questionable safety. They can conveniently exploit women’s
    body shame and self-hatred. And we see this, by the way, when it comes to birthing, breastfeeding, birth control and health     care in general. The medical industrial complex depends on our ignorance and discomfort with our bodies.

Bobel’s analysis helps make sense of why I felt so certain at the ripe old age of 10 that I couldn’t ask anyone about the tampon dispenser on the wall. By then, I had already internalized the patriarchal notion that women’s menstruation is a potential source of shame, or at least that my interest in it would be shameful. Nearly three decades later, when discussing the topic with my students in the introduction to sociology class I teach, I invariably get asked why—given all we know about the natural, reproductive purpose of the menstrual cycle—do we persist in attaching shame and embarrassment to this experience? In order to understand why, I think we need to critically examine the way patriarchy is entangled with capitalism. As Bobel also notes, it is profitable to peddle the patriarchal idea that women’s bodies are potentially dangerous well springs of shame. Femcare companies and the advertising firms they hire devote enormous resources toward replenishing this well of menstrual anxiety, thereby ensuring women continue to purchase a host of products all designed with the intent of managing their menstrual flow or even stopping it all together.

Unfortunately, quelling the persistence of these very problematic ideas about women and menstruation is a tall order. If my argument is that it is untenable for advertisers to effectively tell women they must use femcare products to avoid shame, then it is equally untenable for me—especially as a man—to tell women to do something else. Instead, I'll conclude with what feels to be an embarrassing compromise with a system I'd rather just discard. My hope is that both women and men can become critically-minded consumers of media and the representations it deploys about women and their bodies. The American public, and many other publics, currently confront a number of anxiety-inducing challenges, menstruation isn't one of them.

Lester Andrist

Meagan
6/5/2012 09:51:14 am

Very interesting thoughts!

Shaili link
6/8/2012 05:54:04 am

This is a world wide phenomenon, not just particular to America.

Tiffany link
6/22/2012 01:17:34 pm

This is such a captivating article! Thank you for all the work you clearly put into this.

In the hopes of adding to the conversation I would like to explore this notion that as a man it would be inappropriate for you "to tell women to do something else".

I must agree that would be out of line particularly when considering a long history of judgement and assumptions poured over menstruation by men.

However, the other side of that is that men do contribute to a culture that shames and pathologize women's bodies. It is incomplete to say that women may want to consider doing things differently when such a critical piece of this is invented and perpetuated by adolescent and adult males.

So, while it may not be appropriate to prescribe anything to women, I find it perfectly acceptable to confront men with the goal of putting perceptions of women onto a healthier trajectory. We may find that confrontation of this origin overlaps in how we may wish women to reorient to a healthier perspective. After all, we all benefit from healthy communities and de-pathologizing women's bodies is a central issue at this time.

Lester Andrist link
6/24/2012 10:35:36 am

Tiffany - Thanks so much for your thoughtful comments. I think you really make an excellent point, and it's not one I had considered when writing the post. I think it really is important to confront men about misogyny, point out the "pathologizing moments," and find ways of explaining the harm. Lately, I've been thinking a lot about the kinds of opportunities my own privilege (i.e., male privilege) affords me in terms of working toward social change, and talking directly to men about pathologizing women's bodies is one example. Thanks again!

Rohan Gupta
7/1/2012 07:52:04 pm

Hi

I have encountered the same thing growing up. There's a huge taboo about menstruation. I want to make an observation and ask a question hoping that you (the author) could elaborate a bit more, particularly since you teach sociology.

I am from India and grew up in the 90's which was just the begining of the policy of opening up of markets in India to capitalism. But even then menstruation (and a lot of other things) was and still is (now corporate companies in India are steadily growing) a major taboo. I wonder how much of the discourse about women's bodies and sexuality can be seen as being created by capitalism. It seems to have existed in pre capitalist times as well atleast in India.

I have a question (more like a confusion) on a different theme. I am not very comfortable with the idea that the stigma around menstruation is a male creation or even a 'patriachial' creation(because it comes to mean about the same thing as a male creation). As a boy you had no source of information about and its only by chance you becane a sociology professor and probably met people and had access to literature,etc so that you could learn more about it. but for someone who does something else in his life (say another ten year old boy who becomes an engineer) it will for the most part of his life remain a taboo. its not like men are perpetuating this taboo for their own interest as an evil scheme. and that is why I wanted to ask how could one actually tackle the stigma around it ?

Lester Andrist link
7/2/2012 01:02:28 am

Rohan,

Thanks for sharing your thoughts on the post. I think you bring up some very excellent questions. There is very clear evidence to support that the menstrual taboo existed well before capitalism. My view is that capitalism is a system under which a class of people are encouraged to seek out ways of making a profit. It encourages people to create products to satisfy markets, AND to create markets to sell their products. If people feel shame and anxiety about something, a capitalist can profit by selling a cure. Once that market is saturated, a capitalist can profit by reminding people about the shame and even by reinforcing those shameful feelings. My claim isn't that capitalism invented all our shames and anxieties but that capitalism plays an important role in reinforcing them.

What can men and women do about it? The short answer is that we can educate ourselves about the issue, and we can educate others about it. You're right that men aren't inherently evil beings who scheme to find ever more clever ways of dominating women. As men, I believe that once we become aware of the source of our beliefs and attitudes, and once we become aware of our often unwitting participation in patriarchy, we are obliged to challenge that system. Recently, I've been thinking a lot about how important it is to just find a way to speak up about the issue. For some people this means that when they are watching television with their children and a Femcare commercial comes on, they take a minute to be critical of the commercial. For others, this simply means mentioning your critical perspective on the issue the next time you hear a friend express shame or disgust about menstrual blood.

You may be an engineer, Rohan, but you read this post and hopefully others will do the same.

Thanks again.

Rohan Gupta
7/3/2012 06:20:44 pm

Hi. Thanks forr the reply. It helps.

p.s. I ama student of literature :P

Zulfiya Hamzaki link
8/12/2012 12:08:23 am

Lester,

Thankyou for highlighting the issue of stereptypes and how capitalism reinforces shames and anxieties around our bodies. I am from India and I feel strongly about this since only today, I watched an Indian ad that promotes a product that helps in 'vaginal tightening'. Only recently before this, there was another ad which promoted a 'vaginal fairness cream', both suggesting how it would help in improving sexual pleasure and make the man happy. Watching both these ads highly disturbed me as I saw how women's bodies and accepted patriarcal notions of the idea of perfect beauty has now translated into capitalist tendencies of creating products that encouarge women to indulge in insecurities about themselves and hence find solutions that can keep their partners happier.

With this background and in the light of your article around stereotypes of menstruation, and your response to Rohan's query, my questions arise. Why do you think in a time when our societies are appearing to be treading the path of progress, in reality it only seems that we are becoming an extremely regressive society? Do you think there is an inherent cause that is leading to such a shift in the kind of expectations from a woman, rather than us moving towards a more liberal, accepting mindset, where woman's bodies are not mere objects of desire, but really are complete human beings who need to be accepted the way they are made, rather than attempt to modify what's natural?

Lester Andrist link
8/12/2012 05:30:11 am

Hi Zulfiya,

Thanks for your question. I tend to be very skeptical of the linear idea of human progress, i.e., that societies are either becoming more liberal or regressing into something more barbaric. I think at any given time in human history, one will likely find a good measure of "liberal" and "regressive" practices and everything in between, all occurring simultaneously. Having said that, one can certainly point to causes or forces that exist today, which appear to be reinforcing the shame and anxiety associated with menstruation. As I indicated above, I think one has to examine the way patriarchy and capitalism work together, and more specifically, I think it's important to examine the messages embedded in visual media (e.g., movies, commercials, etc.). Note that I don't think there is an "inherent" tendency pushing human society to objectify, sexualize, or pathologize women. The extent to which women's bodies have been pathologized, is the result of historical struggles. While I know this answer is not terribly specific, this idea of historical struggle is worth emphasizing. For me, it suggests that change is possible because the struggle continues.

guy
8/17/2012 06:55:33 am

Im a guy (i know many stopped reading right, the tolerant ones didn't) and I hold no claim to understand shame of this kind. Its sick to have to feel pressured to stop this flow by risky procedures/meds. I can conceptually empathise with the shame thing (some men suffer it in many forms too, albeit not menstruation) BUT if anyone is talking about seriously NOT containing the bloodflow-ie tampons/pads-thats a little much, no? I mean, it would never be kosher for a man to go around bleeding everywhere, natural or not. That wouldn't signify lack of shame, that would be lack of respect for others' health, and just complete neglect of hygeine altogether. Comparable to citing toilet paper conglomerates for shaming people into wiping after doing the business. You'd just be nasty and unapproachable if you didn't, am I wrong here?

Tiffany
8/17/2012 09:41:32 am

Nobody is proposing ignoring menstruation on an individual level. It is very interesting that you would interpret this post as suggesting that.

I would almost say that your post is entirely unrelated and off topic, but interestingly it demonstrates the extreme anxiety and "fear of menstrual contamination and the shame of failing to manage the menstrual flow are deeply held ideas rooted in patriarchy."

I also remember reading you specify that you are male, but can empathize to pathologizing of women's bodies, which compelled me to reference a line from the article, "That some men involuntarily gag at the mere thought of menstrual blood is evidence that the natural human experience of menstruation has been successfully re-imagined in American society as a kind of pathology. But I think it is important to remember, that women bear the brunt of this ideology. After all, women’s bodies are pathologized, not men’s." I would be interested in hearing how men's bodies are pathologized.

biogetica link
11/26/2012 08:16:57 pm

Well after going through your post I made it a point to watch both movies and indeed I have to say even after the gap of 30 years between them they revolve around the same issue.

Candace Metcalf
1/31/2013 01:05:23 am

I think unvaribly that it should be included that different women from different groups, depending on social status or race for example, have very different experiences regarding menstration, if a medical problem arises or in the need of some medical care, the women may or may not get the Right medical help. Meaning that she might get to see a doctor but little to no assistance may be given. The expeirence based on you social labels can determine how your experience in.

Shivangi
2/1/2013 12:24:01 am

Menstruation is not just taboo, but in India is a method of subjugation. It starts at shame and then moves toward disgust, impurity and such ideas.
Women cannot enter a house of worship when they are menstruating. In some communities, even in the so called matriarchal societies in Kerela, women have to live outside the community living area when they are menstruating. These homes are of course completely un-liveable, dirty, totally unsuitable for a human being. The women have developed their own methods of avoiding or postponing their period. They use birth control pills, the same govt subsidised birth control pills to delay or avoid their period. This has lead to serious health consequences. In one case a young woman was completely paralysed, while her mother still continued the pills. When asked why, she said that if she doesn't then she'll get her period and will have to live in that home. But she cannot afford to leave her daughter even for those 5-6 days.

What surprises me is that even in the so called modern and upper class societies women have these self-imposed sanctions on themselves surrounding their period. They feel ashamed of even mentioning it. Even the feminists - how many of us are able to just tell men and women, with being apologetic that the reason we are feeling unwell is not 'stomach ache' but menstrual cramps?
Perhaps it's time we stop being apologetic about our bodies and our biology.

Anne martin
10/20/2013 01:18:28 pm

This is silly and so beside the point. Women aren't ashamed of their bodies because they menstruate. Menstruation is a source of pride, a mark of womanhood. If women buy menstrual products it's because they don't want blood on their clothes. Who would? And it's hard to get out! Carrie was a horror story because her mother shamed her over menstruation. That doesn't happen i real life, not even among the evil Christians which that story went to such lengths to bash.

Anne martin
10/20/2013 01:23:19 pm

(Cont'd) if women are ashamed of their bodies it's because they are molested as children. That's the kind of "patriarchy" we have to worry about, even though it's often teenage boys afraid of their own sexuality who do the molesting. Where is the outcry against pornography, against sex trafficking, against the pervasive cultural sexualization of children

Jenna
5/10/2014 10:28:58 am

Menstrual pad advertisement: "Your secret's safe!"
An accidental period leak shouldn't be any more embarrassing than a bloody nose.

Anne martin
10/20/2013 01:24:39 pm

?

Ginger
10/7/2014 04:28:19 am

Amazing that what body does not use - it excretes. And if body excretes something - it is a "waste", right? Wrong. All of the excretions: tears, snot, sweat, urine, pus - all BUT the semen!? Why is semen not a waste if it is NOT being used when excreted? It is shed to be excreted out of the body, and yet it's a type of mucus that is not considered "gross" while it's looking almost identical in color and texture with one of the most sickening and disease-related fluids - pus. Blood is life - without it we all would be dead. So, it's a vital life-giving fluid. And yet, it's supposed to be "gross". Meanwhile, semen is not vital for immediate survival as blood is. It's wasted when it's not used for pregnancy in the same way menstrual fluid is wasted when it's not used for pregnancy! Even blood itself, coming out from a man's deep wound, would probably be accepted as not gross. Even if a man had blood coming out of a penis - it would not be gross.........Men are not told to wrap their pus-like fluids inside wrinkled used condoms full of their ejaculate in order to respect our eyes as we might notice the "nasty" pus-like thing down there in the trash can, making our lives look so much "nastier"........even diapers full of feces that smell awfully rotten are not that gross to wrapped up from view when thrown away - is life-giving fluid really so "bad" that it's even worse than "shit"???? The "shit" that we all came from in the first place???


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