The Myth That Brands

  • Towani Duchscher


This chapter explores women’s roles in supporting and promoting Naomi Wolf’s (1990) notion of the beauty myth. Duchscher watched her nine-year-old daughter’s body changing and with it her sense of body image and self-esteem. By reliving memories of when her daughter’s body has been criticized by other women in her life, Duchscher explores ways in which the beauty myth is inherited and embodied through interactions with other women. Through this reflection, the author examines the branding she has received from the myth as well. This work challenges the role that women play in supporting and promoting the beauty myth and the ways in which we internalize the myth and then reissue it to our daughters and ourselves.


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  2. Wolf, N. (1990). The beauty myth. Toronto, ON: Random House of Canada Limited.Google Scholar
  3. Wray, S., & Deery, R. (2008). The medicalization of body size and women’s healthcare. Health Care for Women International, 29, 227–243.CrossRefGoogle Scholar

Related Further Reading

  1. Gleason, M. (2001). Disciplining the student body: Schooling and the construction of Canadian children’s bodies, 1930–1960. History of Education Quarterly, 41(2), 189–215.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Towani Duchscher
    • 1
  1. 1.Werklund School of EducationUniversity of CalgaryCalgaryCanada

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