Heat

How does one sum up the contemporary female as viewed by the gutter press?

Well look no further folks, it’s here.

Being perpetually presented with media stereotypes of women, the new Heat advert is the perfect representation of all that is wrong with how we view the role of the young woman in today’s society. What is more disturbing is how this celeb crap is something women aspire too.

My favourite whipping boy (and she’s got a face like a bloke) is Jordan, the tit-waggling tart who, by a combination of self exploitation and sheer greed, has managed to make a fucking fortune by using the media to reinvent herself at the expense of her own family. As a role-model, the damage has already been done. Every other aspiring ‘celeb’ is only too happy to be seen, cosmetically adjusted for the purpose of the universal proletariat bloke, swaggering about wearing nothing but tooth floss in order to gain the attentions of the paparazzi.

But there is more. After the mutual exploitation has established a ‘celeb’, said celeb will often bite the hand that fed it. This results in violence – think Allen/Winehouse who regularly find themselves having to punch their way out of their own homes or clubs when the monster they’ve created turns to suck the very marrow out of their bones.

It has to be said that the violence is usually dished out by those that, to some degree, have earned their fame via talent (the likes of Jordan and Marsh couldn’t afford to spurn the attentions of the press) but obviously such behaviour keeps the artist in the public eye, which will ultimately result in record sales. young women are left with the notion that it’s acceptable for women to use their fists as well as their tits.

Now the Heat advert. Incidentally, Heat is nothing more than a paparazzi-landfill with a desire to do no more than poke its nose into the lives of those that jangle their enhanced privates / damaged emotions at cameras before dishing out gushing praise or more commonly, screaming vitriol, to nosy gossips and fishwives.

So, after being presented with a typical cover of Heat, an expose on some gits Lumpy Thighs’ for fucks sake, two women start to punch the crap out of one another.

We’re presented with the idea that Heat is of such value that two perfectly normal women are prepared to kick seven bells out of each other in order to read the last available copy. But even within the advert there is more bird-baiting, while these two fairly ordinary wankers roll about on the floor a model serenely plucks the magazine from the shelf looking down at the ‘ordinary’ pugilists with a certain degree of disgust.

Sort of says it all about the magazine, it’s content and it’s readers.

Actually, I could go on and on about this… but I won’t.