Critique of Visibility Fetishism Overlooks Struggles for Recognition
Nathalie Weidenfeld, writing in Der Freitag, criticizes the use of red liquid in sanitary pad advertisements as symptomatic of a societal obsession with visibility and explicitness, which she terms 'Sichtbarkeits-Fetischismus.' She argues that such marketing does not advance gender equality, change laws, reduce violence against women, or improve pay. However, the response by Alina Saha counters that Weidenfeld's call for opacity ('Opakheit') ignores the reality that those who can demand invisibility have never had to fight for visibility. Saha notes that the use of fake blood in advertising is not as novel as Weidenfeld suggests. The piece underscores a tension between the desire for visibility by marginalized groups and the critique of performative representation.
Key facts
- Nathalie Weidenfeld published an article in Der Freitag titled 'Zeig mir dein Blut!'
- Weidenfeld criticizes the use of red liquid in sanitary pad ads as a symptom of visibility fetishism.
- She argues that such advertising does not change laws, reduce violence, or improve pay for women.
- Alina Saha responds that Weidenfeld's call for opacity overlooks the struggles of those who have been invisible.
- Saha points out that fake blood in advertising is not a new phenomenon.
- The debate centers on the value of visibility versus opacity in representation.
- The original article appears in the current issue of Der Freitag.
- The response article is also published in Der Freitag.
Entities
Artists
- Nathalie Weidenfeld
- Alina Saha
Institutions
- Der Freitag