Janet (j4) wrote,
Janet
j4

Mutiny at Bounty

I tweeted about this last night but it's so rage-inducing that I think I might have to post about it too. Here's the text of the latest email from Bounty (these are weekly emails for "Your baby at n weeks", but after about the first 10 weeks they stopped being about baby's development and started being about why you need to start waxing your legs again... OK, so you can probably guess I'm not the target market for this stuff anyway, but here goes):


Eat, drink and be merry

This week, we're focussing on food.

You

We're talking about both you and your baby's tummies. So first, here are some superb tips on how you can get a yummy mummy tummy.

Your baby

We've got some great advice on how you can help your baby to eat sensibly and enjoy their food. But if your baby's refusing food, or eating less, the chances are that everything is absolutely fine and there's no need to be frustrated.

Your baby's first teeth are either here or well on the way. Which is perfect timing for their developing taste for lumpier food.


So we start with "Eat, drink and be merry" (yes, I know this is just a sub-editor's autocomplete tic from "Eat", but still: let's be happy about food), but immediately go on to "how you can get a yummy mummy tummy": that is, obsess about your figure. Bit of a contradiction here, maybe? OK, so they don't actually mention the d-word, but let's face it, if you tell people their figure is all wrong, they're likely to think about dieting.

Having tried to make mums feel bad about their figures, they then remind them that they're supposed to help their baby "eat sensibly" and "enjoy their food". Now, this may be a bit of a radical suggestion, but: maybe one way to help your baby eat sensibly and enjoy their food would be to eat sensibly yourself, enjoy your food yourself, and generally model sensible behaviour?

Now, in fairness to Bounty I should point out that while in my opinion they clearly imply dieting, they don't actually say anything about it: the "yummy mummy tummy" article is actually about muscle-toning exercises. So that's OK then, surely? I mean, doing your pelvic floor exercises is sensible, right? (At least, if you don't want to spend the rest of your life doing a little wee every time you cough, sneeze or laugh.) So here's the beginning of the article:


Exercise for new mums

Size zero A list mums may be all over the front pages, but in real life your tummy might not spring back to its pre-baby state easily.

However, the good news is you can get trim and toned without getting a personal trainer or going under the knife.

Fortunately, nature can be kind as well as miraculous, and your muscles will regain a lot of their tautness naturally, especially after your first baby and if you’re reasonably fit and a healthy weight. However, for the rest of us, a bit more effort may be required.

Targeted exercise is the only way to de-flab your abs without resorting to surgery (and better for you all round, not to mention a lot less painful and non-invasive).


There's a lot of subtle linguistic sleight of hand going on here, a sliding and eliding of subjects that I'm strugging to put my finger on. Let's see if I can pull it apart a bit.

So, we start off by invoking the "Size zero A list mums" and then pretending we're not talking about them at all; we're talking about "real life", where you can "get trim and toned without getting a personal trainer or going under the knife". These are things that the celeb mums might do, but because we've stopped talking about them by this time and started talking about "real life", they're presented as realistic options that "you" would have thought of already -- that is, options that you should have thought of already, because your body is All Wrong -- had Bounty not come along and told you the real solution.

Then we're told that "nature can be kind as well as miraculous, and your muscles will regain a lot of their tautness naturally" -- two references to nature, to make it clear that this is all nice stuff they're talking about -- "especially after your first baby and if you’re reasonably fit and a healthy weight. However, for the rest of us" -- because most of you aren't fit enough! And you're TOO FAT! -- "a bit more effort may be required." Just a bit more effort, that's all. What kind of lazy person wouldn't put in just a bit more effort (that's more than 'doing nothing because miraculous Mother Nature will sort it all out', I guess?) to look good?

"Targeted exercise is the only way to de-flab your abs without resorting to surgery (and better for you all round, not to mention a lot less painful and non-invasive)". Silly you for thinking about surgery! You were thinking about surgery, weren't you, because you're THAT UGLY. What? You hadn't even considered surgery? Oh dear. Well, don't worry, dear, you don't really need surgery. You just need to do "targeted exercise". That's not targeted at getting you healthy and active again, it's targeted at giving you a flat tummy. The sort of flat tummy that 17-year-old girls WHO HAVEN'T HAD BABIES have.

So it's a funny definition of "good news" they're using here: as far as I can work out the "good news" is that you need to be "trim and toned" (why?), you need to "de-flab your abs" (why?), but it's OK, you don't need to have surgery (surgery! for fuck's sake!) to get there. Well, hurrah! Break out the bunting!

Even worse, look at the comments on that article: people are going to Bounty for medical advice:


"Whens the best time to start doing sit ups after giving birth? I'm confused because my family and friends are telling me different things! One told me you can do sit ups more or less straight away and another told me not until six months as your stomach muscle don't recover from pregnancy till then. Any one got any tips? xx"

"how do i tone my belly after having an emergency c section...? Or atually when can i start toning after an emergency c section? I had my baby son 13 weeks ago. Please advise needed........ xx"

"Anyone got advice on how soon after the birth I can return to running and / or circuit training? I ran up to 12 weeks pregnant and did body pump and walked for up to an hour right up to the birth. I have had episiotomy and stiches which seem to be healing well. I am also breastfeeding."


It's frankly terrifying that people are trusting Bounty -- who exist solely to sell shitloads of plastic tat to mums by making them feel guilty, by making them feel that if they don't buy all the plastic tat then they JUST DON'T LOVE THEIR BABIES ENOUGH -- with questions like these, rather than asking e.g. the NHS. Ask your health visitor, ask your doctor; even ask your mum or your friends -- at least if they're wrong they'll probably be innocently wrong rather than trying to sell you dieting aids or exercise equipment.

You might well ask me "why did you sign up for these emails then, you silly moo?" Yes, you might well ask. I signed up with Bounty for the packs of freebies and the special offers, because I STUPIDLY FORGOT that free stuff which wastes your time and makes you angry is NOT ACTUALLY FREE. While we're on the subject of those freebie packs, let's remember that Bounty have somehow wangled it so that Important Government Information on how to claim your Child Benefit is stuffed in the pack of advertising and marketing samples that they give you when you're IN HOSPITAL, ie probably still woozy from being stuffed full of drugs and confused from being SHUNTED AROUND LIKE A PIECE OF MEAT, and therefore not in the best frame of mind to go through a bagful of rubbish and filter out the Important Government Information; but obviously it's as important for women to be aggressively marketed at by the makers of unsustainable disposable rubbish as it is for them to collect the benefits to which they're entitled. Yes.

Oh, the Bounty freeby pack also included a can of DIET COKE. I thought this was nothing do with mums/babies but now I realise OH WAIT they mean you can have caffeine again but YOU'RE FAT! GO ON A DIET EVEN THOUGH YOU JUST GAVE BIRTH 2 HOURS AGO!

If I'd seen this stuff before giving birth I'd have pushed that baby out in 10 minutes flat, with no drugs except RAGE.

Sorry about all the CAPITAL LETTERS. I blame coffee, lack of sleep, and Caitlin Moran.
Tags: baby, diet, food, gender, rants
Subscribe
  • Post a new comment

    Error

    Anonymous comments are disabled in this journal

    default userpic

    Your reply will be screened

    Your IP address will be recorded 

  • 17 comments