I’m wading my svelte self into some very murky waters here, but I’ve never been one to shy away from controversy so here goes. The subject of weight, especially the “ideal” weight for women (seemingly to be mandated by everyone and anyone) is fraught with controversy. On the one hand, you have a very fat-phobic “beauty culture,” especially in terms of fashion magazines (anorexic models might be a stereotype, but sadly, they’re also reality) and celebrity worship, which condemn even the slightest hint of a non-taut tummy and even middle-ground healthy weights are frowned upon. Although pieces of this beauty culture are starting to target the male demographic, for the vast majority, the target, or rather, the object, is women. This leads to an understandable amount of tension among women, who feel pressured to meet these extreme ideals.
On the other hand, you have the broader “consumer culture” (of which the beauty culture is but a two-faced member) demanding that we consume as much as possible, mostly in terms of food, entertainment and labor-saving/luxury devices and services. Altogether, these items encourage extreme indulgence/indolence (which has led to a drastic rise in Type 2 Diabetes), both in terms of reduced bodily movement (due to labor-saving devices) and maximization of “empty calories” consumption (i.e. foods with little or no nutritional value which are borderline addictive due to sweeteners and other flavor enhancing additives [MSG, etc.]). Thus we Americans are told to enjoy all these comforts to excess and if the inevitable consequence of this rampant consumerism is a burgeoning waistline, then we should start buying plus-sized clothes and diet pills/books, different kinds of empty calorie foods, plus a gym membership to be used irregularly, but nothing should stop us from buying things.
Thus we have the implicit encouragement to get fat slamming us from ad spaces everywhere and the converse encouragement [for women] to get skinny [& to a lesser extent for men to get to a muscular medium size] hitting us from a subset of the same ad spaces.
What I get frustrated about with feminism at times is that it seems to clearly see the beauty culture aspect, but mostly disregards the underlying consumer culture aspect. That is, it contains an understandable backlash against the “women must be thin and beautiful” imperative of the beauty culture, but it can also end up supporting the consumer culture imperative with messages like “fat is beautiful” (an equivalent, if oppositional, generalization to “skinny is beautiful”). I would argue that feminism should subtract “beauty” altogether from the equation. On multiple exchanges, I’ve witnessed snipes exchanged between otherwise reasonable women when one is on the larger side and the other is on the skinny side (snipes originating from either side) and it disturbs me that people can be so shallow and mean. However, there is an elephant in the room, which is that, notions of beauty aside, in some ways, obesity has more negative health consequences than being moderate or skinny sized (although being skinny and indolent can have negative health consequences also). Lean and active human beings tend to live longest, although to be fair, active larger-sized folks also tend to have good health and longevity.
[Some portions of original post were cut in 2020 as, in retrospect, they seemed a bit fatphobic, which does not match with my current thinking/undsteranding. Italicized portions are added/updated. ]
p.s. This should go without saying, but the hot focus of the magnifying glass should absolutely not single out women (i.e., men and women and others should all get regular exercise, eat nutritional diets and aim for fit and healthy – this should be compassionately encouraged by medical professionals, friends and families, not caustically demanded by the advertisement/entertainment industry [for women only] as it is now).