“The "fashion-beauty complex'," representing the corporate interests involved in the fashion and beauty industries, has, Bartky argues, taken over from the family and church as "central producers and regulators of 'femininity'" (1990, p. 39). The fashion-beauty complex promotes itself to women as seeking to, "glorify the female body and to provide opportunities for narcissistic indulgence'' but in fact its aim is to "depreciate woman's body and deal a blow to her narcissism'' so that she will buy more products. The result is that a woman feels constantly deficient and that her body requires "either alteration or else heroic measures merely to conserve it'' (p. 39).”

“...women's bodies are "inferiorised, stigmatized . . . within an overarching patriarchal ideology.For example, biologically and physiologically, women's bodies are seen as both disgusting in their natural state and inferior to men's'' (2001, p. 141).”

“The "fashion-beauty complex'," representing the corporate interests involved in the fashion and beauty industries, has, Bartky argues, taken over from the family and church as "central producers and regulators of 'femininity'" (1990, p. 39). The fashion-beauty complex promotes itself to women as seeking to, "glorify the female body and to provide opportunities for narcissistic indulgence'' but in fact its aim is to "depreciate woman's body and deal a blow to her narcissism'' so that she will buy more products. The result is that a woman feels constantly deficient and that her body requires "either alteration or else heroic measures merely to conserve it'' (p. 39).”

“However, as Bordo herself notes, the problem with the adoption of postmodern ideas in general is that they have led some writers to disregard the materiality of power relations.”

“Radical feminist theorists do not seek to make gender a bit more flexible, but to eliminate it. They are gender abolitionists, and understand gender to provide the framework and rationale for male dominance. In the radical feminist approach, masculinity is the behaviour of the male ruling class and femininity is the behaviour of the subordinate class of women. Thus gender can have no place in the egalitarian future that feminism aims to create.”