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Houppert's amusement with the approaches used by Tambrands and other makers of "female protection" is entertaining at times, but overall, it is purposefully acerbic, especially when it comes to marketing and the damage she claims it has wreaked on women's self-image. Houppert says these corporations have created a pervasive "culture of concealment" surrounding menstruation, perpetuated by advertising and single-sex "puberty education" classes in schools (which, she points out, are usually sponsored by such companies as Procter & Gamble, maker of the infamous Rely tampon that was implicated in 38 toxic shock syndrome-related deaths in 1980). While it seems comical now to see Tampax ads from the 1920s claiming to "permit daintiness at all times" and the campaign of the 1990s that asserts "No one will ever know you've got your period," Houppert successfully argues that the advertisements add a cruel sense of mystery and shame to menstruation. According to a survey from the 1980s that Houppert found during her research, more than 30 percent of adults questioned "thought women should cut down on their physical activities while menstruating" and an even higher percentage of teenage girls didn't know what was happening to them during their first period. And we wonder why teen pregnancy rates are so high.
"Because ideas about menstruation tie into prevailing notions that women's bodies are dangerously permeable," Houppert writes, "they become a part of the controlling myths our culture has spun to manipulate our perceptions of ourselves and our sexuality. Menstrual etiquette is an element of a woman's experience that contributes to this disorienting effect." She points out that a woman is more likely to tell a coworker about an affair than walk down the hall to the restroom with a tampon in hand. Her book is a revelation, a brilliant analysis of corporate influence and personal shame and how both are detrimental to the health--physical and mental--of women. --Erica Jorgensen
--This text refers to the
Hardcover
edition.
From Publishers Weekly
In this history of "the culture of concealment" surrounding menstruation and the effect of that secrecy on American women, Houppert presents medical, historical, literary, religious and anecdotal material documenting attitudes toward menstruation dating back to the Bible. Writing with a bravura that occasionally crosses the line into crudeness, she also convincingly investigates the role of advertisers and manufacturers of "feminine" products in perpetuating "superstition, shame, and sexual self-consciousness." In 1995, Tampax "reduced the number of plugs in a box from forty to thirty-two and raised the price," which incensed Houppert and sparked her research. She found that when tampons were introduced in the 1930s, clergy of all stripes opposed them as a threat to pubescent virginity, but few stepped forward to protest in 1980 when 38 women died of "tampon-related toxic shock syndrome." The FDA did not implement regulations until a decade later, after 60,000 women had been affected. Houppert shows how feminine-products manufacturers are maneuvering to stave off the coming industry economic crisis when baby boomers enter menopause by "hawking to pubescents" in middle schools with "traveling menstrual shows" that effectively keep the culture of concealment intact. She shows how PMS "has slipped into the cultural lexicon to discount women's legitimate concerns," noting how it has been blamed for everything from indigestion to murder. The silver lining for Houppert is a Museum of Menstruation (called "MUM" for mum's the word) and Web site (www.mum.org). Illustrated examples of each era's advertising introduce each chapter.
Copyright 1999 Reed Business Information, Inc.
--This text refers to the
Hardcover
edition.
See all Editorial Reviews
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