More Than A Magazine, A Movement
For creatives and studio executives looking to reach new and more diverse audiences—especially in a time when cultural divisions often push networks to oversimplify or water down content—Hacks offers a roadmap: Respect women viewers. Tell stories that reflect the complexity of their work, relationships and daily realities. And above all, recognize that validation and understanding aren’t side notes to entertainment—they’re at the core of what makes it resonate.
In July, American Eagle released a jeans campaign with Euphoria actor Sydney Sweeney, and there’s a lot to unpack. The ad is her clad in a Canadian tuxedo, whilst her gestures and mannerisms indicate a level of seduction.
When marketing to the male gaze sex sells, and it is used as a persuasive attempt to influence consumerism, but it does not stop there. Her blonde hair and blue eyes being the selling point and the center of this advertisement with the punchline, “Sydney Sweeney has great jeans.” This (not so) subtle play on words becomes explicit when she describes how genes are passed down by “offspring,” affecting things like eye color that make her “jeans blue.”
The renowned show’s newest season is carving a new, feminist path for recognition of women-led workplaces, in spite of a history of white, male dominance.
Cultural depictions of feminist leadership, even when fictional, can help us both imagine and demand better. We need not settle for egotistical, unpredictable, manipulative leaders who focus on personal gains and grievances.
Late last month, a 60-hour “Protect Medicaid Vigil” took place on the National Mall across from the Capitol. Featuring live music, speakers and a collaborative art table, it was a space for collective grief, anger, joy and hope in response to steep Medicaid cuts in the recently enacted Republican spending package.
The event was organized by Caring Across Generations, a national organization of family caregivers, care workers, disabled people and aging adults advocating for social and political change. It spanned 60 hours to represent each year of the Medicaid program to-date. During the vigil, Caring Across Generations lit 8,000 candles as a visual representation of the nearly 80 million Americans who rely on Medicaid coverage for healthcare.
Feminist thought-leaders, including Audre Lorde and Judith Butler, have theorized that emotions (particularly grief and anger) are essential to any successful social movement. By holding a vigil followed by a joyful day of action, Caring Across Generations and its partners showed how emotion can fuel and sustain activism under Trump.
“Sydney Sweeney has great jeans.” Get it?
The issue is, we all get it and cannot avoid the ad’s uncomfortable truths about how women’s bodies convey different symbols and meanings. As a symbol of beauty, Sweeney certainly fits the bill as an attractive, voluptuous young woman who has capitalized on her looks. However, when the camera emphasizes Sweeney’s blue eyes just after panning across her body as she gives a quasi-scientific lesson on how “genes” get passed down, beauty is no longer just about whether a young woman is attractive enough to serve as an ad campaign’s spokesperson. It’s about which type of woman gets to define beauty and promoting scientific fixation on “good genes,” a holdover from the era of eugenics (which literally means “good genes”).
The best “all-American jeans” advertisement should capture this sense of aspirational dreaming. And Ralph Lauren “Oak Bluffs” ads do just that. These campaigns depict the collegiate, bougie aesthetic of Black middle-class life—represented by those African Americans attending HBCUs and vacationing in Oak Bluffs at Martha’s Vineyard during the summertime—and resonates more positively for a wider audience than American Eagle’s exclusionary “great genes” messaging.
The “Black Feminist in Public” series continues with a feature on Lindsey Stewart, an associate professor at the University of Memphis, whose latest book, The Conjuring of America: Mojos, Mermaids, Medicine, and 400 Years of Black Women’s Magic, released this week. A native Southerner, born and raised in South Louisiana, Stewart draws on the literary and cultural traditions of Black women in this region, also highlighted in her first book, The Politics of Black Joy: Zora Neale Hurston and Neo-Abolitionism (2021). With our popular culture now learning to celebrate “conjure women”—from Beyoncé to HBO shows like Lovecraft Country and recent films like The Exorcist: Believer (2023) and this year’s Sinners, The Conjuring of America could not have come at a better time.
Ms.’ Janell Hobson spoke with Lindsey Stewart earlier this summer to discuss her latest book.
“So many of the things that we interact with in our daily lives have hidden origins. And Black people are not just Black people, but magic. … I’m interested in how Black women used magic, used conjure to create a sense of safety in their communities. It was a type of luck management.”
“One of the things I’m trying to do with this book is to debunk the scariness and the association with evil that comes out of conjure, because when you look at Black culture, it’s present in so many of the sayings, superstitions, and practices that we use everyday, even though it’s been rejected in these Christian spaces.”
“There’s another lineage of Negro Mammies, another story about Negro Mammies that’s powerful. They were amazing women. And one of the things I wanted to do with this book is help Black women get closer to their ancestors and release the shame about how we survived. These women were powerful.”
Americans have long used items of apparel such as hats and shoes to express aspirations, amplify differences and alleviate anxieties, but only the purse—with its cavernous, pocketed interior—has also provided marginalized people with much-needed space, privacy and power.
The Things She Carried: A Cultural History of the Purse—out Aug. 4—examines how a variety of bags and purses became meaningful for Americans often ignored in studies of fashion and whose possessions are largely left out of museum artifact collections. It asks how one seemingly ordinary object became so ubiquitous, unpacking how and why it became almost exclusively linked to women.
Each month, Ms. provides readers with a list of new books being published by writers from historically excluded groups.
Check out the top 25 books that we are excited about this month!
In the wake of Trump’s reelection—America’s first “podcast election”—commentators pointed to his surprising success with young male voters, driven in part by appearances on popular “brocasts” like The Joe Rogan Experience and Bussin’ With the Boys. These shows, often focused on comedy, sports and self-improvement, gave Trump a platform to project masculine authenticity and connect with disaffected young men. As UFC CEO Dana White put it, podcasters like the Nelk Boys and Adin Ross played a pivotal role in Trump’s victory.
Conservative media has created a space where right-wing ideas feel rebellious and “real men” vote Republican. These podcasts offer not just political messaging but a sense of belonging during a “loneliness epidemic.” Unless Democrats figure out how to enter these spaces and shift the narrative, they risk losing another generation of young male voters.
An excerpt of The World According to Joan Didion, by Evelyn McDonnell, out July 29:
In a little-known 1978 speech, Joan Didion wrestled with the meaning of womanhood, feminism and identity in her home state of California.
Didion wrote, “I realized that I have been writing about the California woman all my adult life, that what it means to be a California woman has been a great question to me—the California woman has been—if not exactly my subject—at least quite certainly my material.”
Being a woman in a long line of mothers of courage, in community with other women, and a link in a chain to future women was intrinsic to Joan Didion’s identity.