Food Gendering In The 1980s

Food has become such a disputed topic, that now, just about everyone is participating in it. From food security, food safety, food prices, food access, food distribution, food modification – and these days, food gendering. Namely, food gendering became more apparent for women in the early 1980s as women joined the workforce they began to be recognized as consumers in their own right, instead of being the traditional stay-at-home mom. At that time, Nutrisystem tapped directly into the need for convenience and perception of one's physique. Arguably for men, it goes all the way to prehistoric times when men needed fuel for their hunting expeditions. Hence, requiring high-energy, high-protein foods like meat. Notably, Nutrisystem has become
a popular meal service among women. Nutrisystem was founded in 1972 with the selling of liquid protein diet as its first structured weight loss program.
The company was the largest weight loss programs in the U.S. but soon declined because the competition had grown. The diet is a hybrid plan that is combined with pre-made meals, supplements, and foods prepared by the consumer. With attention to women, who indeed take on more health-promoting behaviors and have healthier lifestyle patterns than men. In contrast, men find it necessary to “fuel” their bodies and egos. Now, concerning eating habits, it is advisable that in general, women are more conscious about their diets, more knowledgeable about health-diet relationship implications and also embrace suggested dietary changes than their male counterparts, which is why Nutrisystem has implemented their 24hr online free consultation, to target these elite women. Also, the female gender is more associated with food choices closest to the increase of fiber, fruits, and vegetables and to reduce fat. Another factor that contributes to food choices is the persuasion by others or by particular circumstances. Far often, women explain that the influence of their surroundings could prevent them from eating healthier. It has also been shown that certain behaviors, triggers a lower priority to health when in comparison to other considerations, such as taste and convenience, in making their food choices and that they feel more ambivalent about healthy dietary
choices. And of the many influences on how women are seen, the media are the most pervasive. All forms of media depict images of the women, in an unrealistically, stereotypical, and limiting perceptions. For example, the Nutrisystem chocolate commercial aims to reach a female audience to create a sense that women constantly have cravings for sweets and need to ‘indulge.’” By targeting women with chocolates that sound both decadent and healthy, a la “sugar-free chocolate bar, translates to women, ‘how do you eat to be lean and have healthy, glowing skin?’” From this AD, advertisers display a happy, slim woman laying on a sunny beach, implying that Nutrisystem members will feel as though they are in paradise when indulging in a chocolate bar. This notion of “paradise” could appeal to the fact that women are now independent. After ages of fighting for women's suffrage, and the housewife who is looking for an escape from the continuous flow of duties. (Shapiro 29). The ad’s accentuation on “every bite” corresponds to the significant role the small chocolate bar played that this tiny object exerted an overpowering positive impact on women. The small size chocolate bar also emphasizes the stereotype of woman as fragile living things. Carefully and lightly unwrapping the chocolate bar, the woman in this ad does not tightly grasp the candy as that would reinforce strong actions instead of soft, feminine ones. Namely, women take smaller bites and prolong their eating times compared to men.

Women demonstrate superior knowledge when it comes to nutrition, according to the studies of evaluation of nutritional knowledge. A contributing factor to gender differences in food choice is women’s greater desire for weight control causing a higher frequency of dieting. Clearly indicating, that there are substantial gender differences in weight concern and body self-perception among women. In fact, studies show that women believe that men prefer slimmer women. Weight control and body perception are known to influence food choice decisions, predominately in women.
According to Pollock "food and sexuality," women are said to express more discomfort with their weight than men. Indeed, adhering to a slimming diet has been found to be significantly more extensive among women than men In fact, in women, the frequency of dieting is often associated with difficulties in eating behavior. Restrained eating behavior, cognitive control, and eating disorders are mainly seen as behavioral phenomena more common in women. Complications with eating behaviors are prevalent among young women emerging in childhood and adolescence. Girls often pay attention to calories and eat less food, mainly focusing on sugar and fat intake, while under the pressure of “feeling obliged” to be attractive and slim. Now, women affected by certain eating disorders are more prone to see a constant internal opposition between the desire of being slim, thinner or "curvy," and staying away from “forbidden” food. So when a women's interests and abilities are different from what society expects, she subject to unwanted peer pressure, It is important for women to feel comfortable, accepted and good about themselves, which is why Nutrisystem aims to empower women through their messages, support team, and meal
diets.

In conclusion, there are gender differences in food choices, in energy and nutrient intakes, especially among the women who partake in the Nutrisystem diet. The Nutrisystem diet gives women a sense of empowerment, because not only are they able to form their own judgments, but it also shows that women are more than just a reproductive vessel and incompetent. It says that women are knowledgeable in many aspects, namely nutrition, in comparison to men. Women are the primary gatekeepers for the food that goes into family kitchens. And I think that the men in their lives often benefit from their vigilance. But at the same time, women’s diets Hence, causing a balance between the binary genders.