Menopause and Menstruation Stage One report for FMB by maggistew

Can the de-stigmatization of

THE MENSTRUAL CYCLE AND THE MENOPAUSE

STAGE ONE

facilitate female empowerment?

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CONTENTS CONTENTS Ethics 1:1 Introduction 1:2 Aims & Objectives 1:3 Rationale 1:4 3

Literature Review Introduction 2:1 Theme 1 - The incompatibility of the productive and reproductive realms 2:2 Theme 2 - The fractured female. 2:3 Theme 3 - An education on societal silence. 2:4 Conclusion 2:5

Methodology Secondary Research 3:1 Approach 3:2 Primary Research 1:1 Interviews 3:21 Participant Diaries 3:22 Focus Group 3:23 Expert Interviews 3:24 Sample 3:3

Discussion Theme 1 - Silence breeds the negative 4:1 Theme 2 - My Unknown Body 4:2 Case Study 1 - Thinx Conclusion 4:3 Critical Analysis 5:1 Case Study 2 Key Insights 5:1 Menopause Clothing 4:4

References 42 Bibliography 44 Appendix 47 List of Illustrations 86

“THE CRAMPS” “THE HOT FLUSHES” “THE BLEEDING” “THE NIGHT SWEATS”

ETHICS

1:1

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Name: Maggie Stewart Date: Word Count:

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ETHICS 5

AIMS OBJECTIVES

1:2 Aims The aim of this report is to understand how the portrayal of female menstruation and menopause affect the empowerment of females and their representation within the economy and society. The following objectives will be used to achieve this aim. A project pyramid was used to aid the structural success of this project (Appendix 1:5)

Objectives 1) To explore how the taboo status of the discussion of menstruation has affected female confidence through cross-generational analysis, and look at the possible positive outcomes of normalising these topic for younger generations. 2) To investigate whether a digitally connected world is improving female empowerment through education based, all female communities, that address menstruation and menopause. 3) To address where oppressive societal views of women stemmed from, and whether females are still limited socially and economically by traditional familial roles and expectations. 4) To understand how society and females themselves views the Menopausal stage of their lifecycle, and how this affects women socially and economically . 5) Create a unique business idea to address the lack of female representation within a variety of fields, and ultimately create opportunity and aspirational goals for Generation Z.

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MENOPAUSE & MENOPAUSE &MENSTRUAL MENSTRUAL

1:4

RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE Female empowerment has flowed in and out of public consciousness through 3 different waves, with it now being in its 4th, with generations of women demanding equal opportunities in social and economic situations. Following Huis et als ThreeDimensional Model of Women’s Empowerment, there are three distinct dimensions in which empowerment can take place for females; the micro-level, where an individuals beliefs and actions facilitate empowerment, the meso-level, which relates to beliefs and actions of empowerment in relation to relevant others, for example female empowerment community groups. Lastly is the macro-level referring to a broader, societal and economic context in which empowerment can be observed (Huis et al 2017). The third dimension is where female empowerment is least evident, this report will aim to suggest ‘killer insights’ in order to correct this. Female empowerment continues to evolve as globalisation connects individuals and groups across cultures through shared beliefs, with these demographic shifts allowing for a multicultural female empowerment movement, resulting in more engagement and awareness. Yet it must be questioned after 4 waves of feminist activism why females are still receiving lower pay, are more likely to suffer health problems, and receive less opportunities through societal stigmas being driven by traditional normative beliefs. As we still live in a world dominated by males in positions of power, the female perspective is largely under represented with 66% of the seats in the UK parliament belonging to men. With females currently outweighing males, there is significant improvement opportunities for female empowerment within the UK (Clarke 2019). The womb is the catalyst of many barriers women faced and it the centre of both menstruation and the menopause. The fear, shame, silence, and misunderstanding surrounding these ‘taboo’ subjects, ingrain into women that they are lower than their male counterparts because of their gender. This hierarchical structure is fast becoming unacceptable within contemporary society, as digital globalisation evolves the world into a democratized state in which open discussion on taboo topics become common place.

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As outlined on page 6, this report aims to understand if the Female Empowerment movement can be positively progressed through the destigmatization of the discourse on the menstrual cycle and menopause. To form a comprehensive review of the current research within the area of interest, a Thematic Literary Review was conducted in order to generate and refine research ideas (Sanders and Lewis and Thornhill 2010). Various secondary sources were used to conduct this research such as academic journals, books, podcasts, television programmes, videos, and newspaper and magazine articles. These sources will be compared and contrasted to identify areas in which more research is needed.

LITERATURE REVIEW

“IMPURE”

“INVALID”

“SHAME”

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2:1

THEME 1 The incompatibility of the productive and reproductive realms

The first, most evident separation between males and females is our biology, and particularly females ability to conceive and birth a child. This label has meant women who choose to work over child rearing face societal judgement as they are not fulfilling their predetermined, natural role of mother. The BBC found only 7% of people in the UK thought mothers with children under 5 should work full time (BBC 2018), and the number of stay at home fathers, which has been increasing since 1993, is falling (Rudgard 2017). This belief could be due to Martin’s theory of the two realms, outlined in The Woman in the Body. Martin describes the private realm (the home) in which women are most evident, where natural, bodily, and emotional events occur, and the public realm, in which men are most evident, “where ‘culture’ is produced (book, schools, art, music, science), where money is made, work is done” (Martin 2001). 11

Martin surmises that the public realm deals mainly in facts and is therefore impartial, and does not factor in emotion. Through women’s association with the home, they have culturally become symbols of emotion, which are often considered a weakness, this therefore implies that women are weak, able to be dominated by men and rejected from the factual based public realm. This implication of weakness can be applied to the ‘silence’ around the conversation of the menopause, as women going through this change are often described as ‘crazy’ or seen as emotionally unstable due to hormone imbalances. This amount of emotion is not recognised by the public realm as useful, so is also rejected.

The idea of women being tied to the role of mother is pushed further through the negative words used to describe the menstrual cycle and the menopause in medical textbooks. These connotations associated with these words show a preference to women who can conceive, with the menstrual process being described as “When fertilization fails to occur, the endometrium is shed, and a new cycle starts. This is why it used to be taught that ‘menstruation is the uterus crying for lack of a baby’” (Ganong, 1985). This theory also places a negative perception upon menopausal women as they are no longer able to conceive, with popular culture and medical practice constructing the menopause as a time of loss (Coney 1991 and Love and Lindsay 1997), with some gynaecology books describing the process as reproductive or ovarian failure (Winterich and Umberson 2008).

Both of these processes are seen as failures of the authority structure in the body, which through the male dominated medical fields that are based in the public realm of business, they understand this to be a negative occurrence as they understand business structural failures to be detrimental to success. This ultimately brings us back to the notion of women only being successful through childbearing and birth, a notion which was dictated by men. On the other hand, is the negative association to these words a generational issue, as Millennial and Gen Z have become hyper sensitive to negative phrasing through social media’s cultivation of judgement cultures.

Consumer trends such as ‘Mothers Ambition’ and ‘Single Living’ (JW Intelligence 2019) in which women are returning to work after child birth, and are becoming happier to live alone, are demonstrating an improved confidence in females to break societal stereotypes. However, this is not a sign of mass structural changes in societal conditioning as this development is found largely in Western cities as they are “the manifestation of the cultural, economic and social acceleration.” (Morphecode 2019). For these trends to encourage widespread change, grassroots activism within localised female support communities should be encouraged across the UK.

Despite the taboo status of these topics, menstruation and the menopause are discussed in the public realm through comedy or workplace banter, typically at women’s expense. Men use comedic euphemisms such as ‘oh time of the month is it?’ or ‘got the painters in?’ to invalidate women’s emotions. These comments are often used to mask women expressing themselves, even by women themselves, as scientist Robyn Stein Deluca theorizes that women utilise the societal conditioning that perceive women to be over emotional during these processes, as an opportunity to express their real selves, outside of the description of the ‘ideal woman’, who is kind, loving, and obedient (Deluca 2014). Yet this could be seen as men taking away women’s ownership of their menopausal or menstrual experience by implying a lack of control and defining women’s emotions by male standards.

This feeling of a lack of control is confirmed as damaging to women’s sense of self by Menopausal expert and counsellor Diane Danzebrink in the primary research interview (Appendix ). This use of alienation manipulates women to feel invalidated and therefore cultivates a culture of silence and lower self belief, which likely affects ambition to assert oneself economically and socially. The acceptance of this behaviour is encouraged by pop culture brands such as Four Nine Looks, who released a video entitled “Can guys guess what these girl’s products are?” in which half of the products are menstrual products, clearly used for comedic effect paired with cartoon sound effects when held by the men (Four Nine Looks 2020). The hashtags ‘womenempowerment’ ‘guysvsgirls’ and ‘funny’ were used, this indicates that the creators are out of touch with the impact of their content on female experiences.

These behaviours are not a new phenomenon with gender segregation being cultivated through years of societal alienation through the belief that women are less. A theory that could explain why these stigmas are hard to change is Behavioral Economics, Confirmation Bias theory. This theorizes that people don’t want to change the things we believe in (Tasgal 2019), and as the oppression of women can be traced back to the nineteenth century, through the fetishization of the corset (Kunzle 1982), these ideologies have been strongly ingrained into society, and thus hard to change.

Symptoms of menopause and the menstrual cycle are often described as separate from the self using conjunction ‘the’. Martin found that women view their bodies as something to ‘adjust and cope with’ and described symptoms as ‘the cramps’ ‘the hot flushes’ ‘the menopause’. This connotes a lack of control and ownership over the process, the female is separating it from herself as if it is not something she owns. This separation, however, could be a coping mechanism for women, particularly for those who have had traumatic experiences of these processes. Yet prominent feminist Eve Ensler spoke in her TED talk “Suddenly, my body” of reconnecting her self to her body through having cancer, an event most would consider highly traumatic. These two opposing ideas underline that women’s experiences are individual, with no definable solution to aid understanding, which explains the lack of understanding around both the menopause and menstruation. A method used to challenge this separation is “Femvertising” which “employs pro-female talent, messages, and imagery to empower women and girls (Skey 2015). However, a common issue with femvertising is that it pushes the separation of the self and the body for women by selling a product/service to help women regain their bodies. Koller theorizes that these adverts are substitutes for real feminism and are slowing the progression of female empowerment. Although, it could be suggested that this is a geographical issue isolated to Western cultures, as Pathways researcher Aanmona Priyadarshani found that Bangladeshi women in Dhaka found watching television informed their understanding of what was possible and allowed them to challenge traditions within their culture which resulted in women gaining agency (Cornwall 2016).

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“SELF” Fig. 15

“BODY” Fig. 16

“IDENTITY” 14

2:2

THEME 2 The Fractured Female

As societal views still do not accept the discussion of the menstrual cycle and menopause, women are likely to feel ashamed of an ‘section’ of their body, meaning they may never truly feel like a whole person within society. However, it can be argued that social media has allowed for individuals to present their preferred bricolage of self (which is fractured), giving them confidence and a place within society (Walsh 2018). But it should be noted that brands such as Maude and Blume are placing a new emphasis on the normalization of self intimacy through sexual and intimate wellness, it can therefore be assumed that fragmented selves are being evolved into a cohesive self with a sense of full acceptance, so this also shown with the case study on Thinx (see pg ). More research should be conducted to determine possible benefits or negatives of separating the body from the self. It could be surmised that this will be a negative factor as women claiming that they cannot recognise themselves after great changes like the menopause and menstrual cycle.

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A theory that supports the fragmentation of the self, is an idea presented by Emily Martin, that the body is seen as a resource, or small business in which the results of menstrual cycle or menopause should be viewed as products, for example, menstrual blood as a product. This repositioning aims to impart positive connotations to these processes to alter their ‘taboo’ standing within society which sees menstrual blood as a failure of pregnancy, so therefore negative. Yet with current economic issues such as Brexit influencing cultural reactions to closed down, empty buildings as highly negative, the author relates the menstrual cycle to them womb being barren, just like a failed business (Martin 2018). Framing the body as a small business with a hierarchical structure, sectioned into departments, can reinforce the fragmentation of the body and self. As societal views still do not accept the discussion of the menstrual cycle and menopause, women are likely to feel ashamed of an ‘section’ of their body, meaning they may never truly feel like a whole person within society. However, it can be argued that social media has allowed for individuals to present their preferred bricolage of self (which is fractured), giving them confidence and a place within society (Walsh 2018). But it should be noted that brands such as Maude and Blume are placing a new emphasis on the normalization of self intimacy through sexual and intimate wellness, it can therefore be assumed that fragmented selves are being evolved into a cohesive self with a sense of full acceptance, so this also shown with the case study on Thinx (see pg ). More research should be conducted to determine possible benefits or negatives of separating the body from the self. It could be surmised that this will be a negative factor as women claiming that they cannot recognise themselves after great changes like the menopause and menstrual cycle.

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S IT HOT IN HERE?”“IS IT Fig. 20

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2:3

THEME 3 An Education on Societal Silence 18

“TIME OF THE MONTH?”“TIME O

T HOT IN HERE?”“IS IT H The ‘taboo’ status of discussions on the menstrual cycle and menopause have caused an education deficit amongst girls and women, across the developed and developing worlds. A common theme found throughout this review was the menstrual cycle being framed as “pathological, a debilitating disease” (Martin 2001), with this idea originating from psychologist Havelock Ellis in 1904 and emphasised through more recent writings from Ganong, Rottenburg, and Winterich and Umberson. The menopause being framed in this negative medicalized discourse connotes decay, which frames the menopause as the end of life. However, SmithRosenburg outlines the menopause as “an Indian summer for women, with increased vigour, optimism, and even of physical beauty” but this is not a commonly found notion in current findings (Smith-Rosenberg, 1974:30). Although digital platforms such as Gurls Talk and Thinx have taken positive steps toward menstrual acceptance, it could be argued that the development of this discussion has remained stagnant. This is evidenced through research from various parts of India and Low to Middle Income Countries (LMICs) where strict oppressive rules are enforced on menstruating women, who are seen as unacceptable in society. These rituals are largely based on the segregation from males, implying that menstruation has a negative impact on society, which can be inferred as a negative impact on males, as India is comprised of 51.8% males (Statistic Times 2019). Rejecting conversations on menstruation has lead to women and girls having poor access to menstrual hygiene management, which results in girls missing out on education each month. As this is a female only process, women in these countries are automatically at a disadvantage to their male counterparts and will therefore have less economic opportunities (Mason et al). Better access to good menstrual hygiene management through shifts in cultural rituals will empower women not only through equal access to education but also to “sexual, reproductive, and general health and well-being throughout the life course” (Mason et al 2017). This is likely to increase the quality of life for a majority of Indian women as 85% of girls in India follow restrictive customs during menstruation which are typically enforced by older women in the family, despite these rituals benefiting men (Gupta 2015). Several journals have indicated that all female communities have a positive impact on female empowerment (See pg ), yet there is evidence to show internalised judgement from other women in both the menopause and menstrual cycle. Public figure Patsy Kensit described losing friends through lack of sympathy which exaggerated her symptoms of anxiety and depression (Graville Kensit 2019). The typically male stigma of women’s emotions being invalid through women being seen as ‘over emotional’, as discussed in theme 1, can be projected by women to feel less isolated from male counterparts. Utilising the widely understood male education deficit on the female body, which Barmark links this lack of representation in the sciences as an explanation for the current poor understanding(Barmark 2016), as a way to connect with the male rhetoric of confusion and shame. This mirroring briefly allows women to feel equal to their male counterparts, and is also echoed in the preceding discussion of the menopause and menstrual cycle being used for comedic effect with women joking internally with friends (Mosconi 2019) 19

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MOTIONS INVALIDATE T

Fig. 25 Fig. 24

Another key factor to consider within this theme is the gender health gap and how the menopause and menstrual cycle link to this. An example of this issue is women being more likely to suffer alcohol related diseases than men, due to females lower levels of dehydrogenase enzymes. Milic theories that the lack of conversational support leads to increased alcohol consumption amongst mid-life menopausal women, implying that the silence on the subject of the menopause is negatively impacting womenâ&#x20AC;&#x2122;s health (Milic et al 2018). Thus it could be argued that the taboo status of the menopause is affecting womenâ&#x20AC;&#x2122;s human rights. Further evidence of this health gap is in the UK it was found that women are more likely than men to die after experiencing a heart attack due to lack of after care, and are less likely to be prescribed treatments to help prevent heart attacks (Clarke 2019).

But this is not just a mid-life female issue it can also be seen in younger women, as a Yale study found women avoid seeking doctors advice through fear of being labelled a hypochondriac (Greenwood 2018). It is therefore implicated that the female process of menstruation and menopause will be even less likely brought to doctors attention through fear of societal rejection. It can be suggested the biggest factor that is holding women back from empowerment and equal opportunity, are the traditional normative beliefs around women belonging to the private realm that is driven by emotion alone. 20

TRUTH”“EMOTIONS INV

CONCLUSION

2:5

Both the menstrual cycle and menopause are not recognised in many cultures as topics of daily discussion, yet it is a part of women’s daily existence. For women to feel truly accepted into society, the silence and shame must be broken in order for women to feel empowered. This can be done by increasing education, awareness, and understanding of these processes to males and younger women. However, it should be noted that the topic of menstruation is discussed more heavily, in both negative and positive discourses, than that of the menopause. The menopause will need more attention to break the taboo surrounding it, as currently it is neither accepted nor discussed, implying it is not worth the public realms recognition. If more time had been available numerical data would have been used to increase the validity of the findings, through databases such as Passport and Emerald.

3:1

METHODOLGY

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In order to understand the current research on Female Empowerment, a Thematic Literature Review was used to determine key themes related to the treatment of women in conjunction with the menopause and menstrual cycle. A Thematic Literature Review allows the researcher to examine various perspectives in relation to the phenomenon in question (Muratovski 2016). This review helped to analyse various opinions across multiple cultures in order to create comprehensive, multifaceted, body of research. It is important to incorporate world views as globalisation is allowing for cultures to be influenced by one another through digital connectivity (Shepherd 2019). This research was limited by the time frame in which it was to be completed. As this topic is based on complex emotions and experiences with no definitive answer, as discussed in the Literature Review, more time could have allowed for an analysis of more sub themes influencing the trend of female empowerment . If this research was taken further, there would be a larger focus on writings of feminist scholars such as Andi Ziesler, Mary Beard, and Gill and Orgad, to gain an understanding of previous opinions on whether women and girls can be empowered through the destigmatization of the menstrual cycle and menopause, if at all. This would provide a more solid basis future insights. It would also be beneficial to observe data based findings in the UK to compare to theoretical based findings to create a well rounded observation.

Secondary Research 22

Approach 23

3:2

The Thematic Literature Review highlighted the following gaps in understanding on the subject of female empowerment in relation to menstruation and the menopause; how women are undereducated on menstruation and the menopause, female experiences being portrayed correctly within the public realm and whether women recognise them to be true, how beneficial and supportive are community based groups, and whether it is healthy for women to separate themselves from their bodies. In order to fill these gaps in knowledge, appropriate research methods were chosen whilst understanding that method is defined as “a particular procedure for accomplishing or approaching something” (Oxford Dictionaries 2013) meaning that methods should be chosen for a specific outcome using the ‘tools’ (methods) and toolkit (methodology) to explain your reasoning (Madden 2010). As one of the gaps identified within the Literature Review was the representation of female experiences, the primary research conducted was mostly qualitative

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Qualitative Research

3:21

Qualitative research is defined as a method that assesses how individuals “see and experience the world” (Given 2008) and should be used when you need to “describe, interpret, verify or evaluate something” (Leedy and Ormrod 2010). The research focuses on organic experiences and the information that can be found within its complexities which proved useful in analysing the true female experience, which was lacking in evidence. It was also useful when researching the female experience of the menopause, as this was the most unfamiliar issue for the researcher (Muratovski 2016). The Literary Review found that women do not discuss the menopause openly in the public realm due to societal conditioning of silence and fear of being mocked. The research was therefore conducted in a 1:1 format with the aim of achieving realistic, reflective accounts of their menopausal experience, without risking participants feeling judgement; which could occur in a focus group situation of other women. The same 22 questions were asked in each interview to achieve parity. Behavioural Economics methods were used at the beginning and end of the interviews, with each participant given a set of words, and were asked to choose the ones they associated with the menopause the most in 10 seconds. This method was used in order to activate the unconscious brain, or system 1, in order to access if there was pre-existing, negative bias within the participants, and whether discussing the menopause with a neutral partner was beneficial. Participants were also asked at the end of their interviews to explain how this process made them feel, this was again to understand whether open discussions of the menopause left women feeling empowered. This was done once the interviewer had left the room to gain an uninhibited answer from participants.

1:1 INTERVIEWS

3:22 25

The second qualitative research method used was participant diaries that were kept during their menstrual cycle. The diary consisted of 4 questions which were to be answered and repeated for each day of their cycle, and a summary sheet in which participants were asked for an overall feeling on their experience. Participants were also given the opportunity to expand on their answers in a comments box at the end of every entry. This method gave an overarching view of the participants emotions using the 6 Universal Emotions model as identified by Ekman and Fiesen. This firstly, made the process simpler and allowed for parity between the sample, this also allowed for the data to be more easily quantifiable. A limitation of this method was keeping the participants motivated to produce detailed results. Meth finds the benefits of this method to be the participants gaining agency of autonomy to share what they want, as well as where and when (Meth 2003). However, it can be seen that the detail within the diary entries diminishes in correlation to time passing, as if participant lost interest in the study. If this were to be conducted again a phone call would be arranged to keep participants motivated and engaged.

PARTICIPANT DIARIES

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FOCUS GROUP

The third method chosen was a focus group interview on the topic of menstruation. The Literary Review revealed that women often use communal ‘safe’ spaces such as bathrooms which was found to be a valuable asset to females coping with the menstruation process (Martin 2001). This implies that females discuss their menstrual cycle with others they relate to which is in important indication of value within contemporary societies (Mead 2014). The assumption was therefore made that a focus group format would evoke an environment of ‘safety’ in order to encourage insightful discussions. At the beginning and end of the interview all participants were asked to write down their opinion toward their menstrual cycle. This information was kept confidential from the interviewer and the other participants, and was used to analyse whether the participants opinions altered over the course of the interview, either positively or negatively. This will aid the discussion as to whether community based groups are beneficial to women going through the menstrual cycle.

EMAIL INTERVIEW The fourth and last method used was an interview conducted over email in which questions were asked to experts in the field of the menopause. This gave important insight that built upon previous findings and therefore strengthened findings. The limitation of this method getting the information back in time as participants were incredibly busy, this caused anxiety and also impacted time planning. If this research were to be conducted in the future, extra time would be included to allow for delays, as well as other methods of contact, such as telephone would be explored, as Muratovski claims the response rate is higher compared to email (Muratovski 2016).

3:24 A limitation of all of these methods was that it all took place in the UK, yet there is significant developments within the area of empowerment through menstruation in LMICs. However, there was not sufficient time or financial allowances to afford for this. If this research was continued into stage two, global online communities would be targeted, in other LMICs, in order to access educational levels and access to good MHM in relation to quality of life.

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EN Z”“LATE BOOMERS”“

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3:3

SAMPLE The first criteria for the sample chosen was determined by age. For the research centered on the menopausal experience, the average age of women to start the menopause was considered, which is 45-55 as women’s oestrogen levels fall (NHS 2017). The decision was made however to use a sample of post menopausal women as a large portion of the current research used menopausal women in studies who had suffered from the experience, yet it should be considered that this is a time of great change for a woman with hormone imbalances causing symptoms of anxiety and/or depression. These factors could influence the interview with a negative bias, so it was decided to use a sample of 3 post menopausal women ranging from 54-60, with Winterich and Umberson finding that women who have been through the process often have a neutral or positive view of it, which implies new data could be found (Winterich and Umberson 2008). This demographic is labelled Late Boomers with the age bracket of 56-65, as defined by Experian (Goshtai 2019). This will allow for an equitable result but also be a form of empowerment for the participant, as Cornwall found that asking women to critically reflect on their experiences and share this with others, there was found to be an increase in transformative effects of empowerment (Cornwall 2016).

For the research centered on the menstrual cycle, Generation Z was chosen following the Mckinsey & Company definition. Born between 1995-2010 these digital natives are truth seekers who are “Dialogers” who have more open conversations than confrontation (Mckinsey&Company 2018). It can be assumed that the sample would work well within a discussion format from this description, using nonleading questions to allow them to express their opinion without bias. Generation Z made up around 32% of the world’s population in 2019 (Braithwaite 2019). The demographics for both samples were the south of England, based in typically affluent, middle class areas. The rationale for this was it being a convenient location which ultimately saved time and money, and allowed for more time in which to analyse data. The second reasoning was influenced by Martin commenting that traditional theorists claimed “the function of a wife was to be exclusively domestic, with non productivity being an indication of class” (Martin 2001). Conducting the primary research in a middle class area will allow for the previous quote to be used as evidence for the evolution of understandings of what dictates women’s social standing in contemporary society. 28

“GEN Z”“LATE BOOMER

Experts were chosen from the field of the menopause as it was found to be more difficult to find participants for the 1:1 interview, so there was more information needs in this area. Diane Danzebrink is a counselor and expert on menopause and the creator of online support network “The Menopause Support Network” via Facebook. She is responsible for the campaign ‘#makemenopausematter’, regularly appearing in mainstream media to bring awareness to menopause related issues. Her expertise and understanding of the benefits or otherwise of female only, online communities makes her an invaluable source of knowledge. The second expert is Emma Horwill who runs several menopause cafes, based in the South of England. Her participation will fill the gap in Danzebrinks understanding, as the environment cultivated through her support group is in person, with an open and casual atmosphere which replicates the feeling of “meeting up with friends” (Horwill 2020). Both of these interviews will be analysed and contrasted with the aim of understanding the zeitgeist of menopausal women, and how best to empower them.

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SILENCE BREADS THE NEGATIVE

4:1

DISCUSSION First, let’s analyse the task conducted at the beginning of each 1:1 menopause interview. All participants chose the word ‘change’ with Brewell also choosing ‘End’ and Bolt choosing ‘Acceptance’. Brewell had a decidedly negative view of the menopause at the beginning of the interview, which is evidenced through her choice of the word ‘end’ and the regular repetition of this word when explaining her decisions. When Brewell was asked to repeat this task at the end of the interview, the word ‘end’ was chosen again, yet she reflected upon the whole experience as “quite cathartic actually! Helpful.” (Appendix ). This strengthens TUC’s finding that when women are given the opportunity to speak on the menopause, they are open and candid, implying that women are asked to express themselves on their bodies far too little. However, this is a contrast to the Menstrual diaries, in which participants were given the opportunity to add comments yet only 1 out of 6 participants used this opportunity. This opposes SWNS’s findings claiming Generation Z were more open to discussing their menstrual cycle than Millennial. As this research did not include a Millennial sample, it cannot be suggested that their findings are wrong, but it does not support those findings. It is also worth mentioning that participant A was the least vocal during the menstrual cycle focus group, finding discussing her menstruation uncomfortable. Both these findings link to the VUCA model which describes the modern world as “Volatile, Uncertain, Complex, and Ambiguous” which has shifted demographics from previously rigid structures, to groups that share similar characteristics rather than being identical (Braithwaite 2019). Findings from both the focus group and two of the menopause interviews suggest there is a heavy reluctance to speak about menstruation and the menopause with men. It should also be considered that as the public realm is still largely dominated by men, it doubtful that all women would feel comfortable expressing their experiences in this space. However, participant E spoke of telling her father that she had begun menstruating as liberating, bringing the two closer, whereas participant A felt she would never feel comfortable telling her father this (Appendix ). Time and resource limitations meant the sample size of this study is not large enough to produce a comprehensive view of female attitudes toward male interactions. More research would be needed to determine which of these opposing views was a mass consensus for women. Further qualitative research should also be conducted in the UK with both boys and girls to assess whether the education of males would be beneficial to the destigmatization of menstruation.

4:2

DISCUSSION All participants from the focus group and all three 1:1 interviews sought advice from a doctor in relation to their menstrual cycle and menopausal symptoms, however every participant said they would have liked to have received more detailed advice from the doctor. Brewell found that HRT was prescribed to her without much thought or analysis of her experience with the menopause. Despite the drugs helping ease her symptoms, the participant is now of the opinion that the doctors did not care for her individually so the participant was put off visiting the doctors again, which also reinforces the study conducted by Yale Greenwood 2018). If women feel dismissed by the public realm then this further segregates genders and enlarges the gender health gap. Brewell commented on her issues with anxiety, but did not link this to the menopause through her lack of ability to define the process within herself. She said “I didn’t consider it would affect me in any mental sense, about my perception of myself, I didn’t consider that at all, I just thought it was a very physical thing you went through, and it was almost like getting up in the morning, it had to be done” (Appendix ). If there was more awareness on the subject then it is likely that the participant would have felt prepared for it and been kinder to herself, allowing her to embrace the symptoms and encourage self growth within this new phase of life. But as there is a lack of awareness and education around the symptoms, Brewell questioned her own mind, wondering if she was developing mental health issues. This outcome is addressed by Lisa Mosconi who says

“I feel like I would know more about it if like brands incorporated it into their campaigns or something that use older models, but like a modern brand that I already pay attention to. Like if i saw other girls talking about it I’d be more interested.” (Appendix ) All 3 participants couldn’t place when menopause started, compared to menstrual cycle focus group in which all participants could. The menstrual cycle is spoken about but shame is placed upon women for doing so, the menopause is a taboo of silence, it is just not spoken on. This could be due to preferance of youth through media ingained ‘sex sells’ and the menstruation also signifies when a women can concieve or have sexual intercourse, the easier access to porn. “The perception and self perception of woman as a sexual object, represented a necessary, pioneering and even courageous effort to come to grips with instinctual, life-enhancing components of human nature, which the previous age sought to suppress” (Martin 2001) but through the on demand availability of porn and the sexualization of women through advertising, this once liberating effort has been changed into an oppressive form of gender segregation, which has ultimately shrouded menopausal women in an undesirable cloak.

“So many women are worried that they might be losing their minds (during the menopause). But the truth is that your brain is going through a transition, and it needs time and support.” (Mosconi 2019) The lack of education around the menopausal process is an issue affecting females state of mind and could begin to decrease quality of life as mental health funds continue to be cut in UK government (Bulman 2018). This lack of education is most prevalent in younger generations and was a key gap in the current literature. During the menstrual focus group participants were questioned on their understanding of the menopause. All participants had little knowledge on the menopause and disregarded it as not their issue in this current time. There is a clear sense of dissociation from the menopause with younger generations as they feel there are more important life issues to deal with (Appendix ). This implies that the issue of the menopause must be made relevant to them as participant C said

MY UNKNOWN BODY

Fig. 32

4:3

CASE STUDY Thinx Period Proof Underwear Menstrual product brand Thinx produces period proof underwear whilst simultaneously promoting breaking menstruation taboo as well as body positivity through diverse models. The brand also runs a giveback scheme with several programmes that aim to improve access to period education and encourage grassroots activism (Thinx 2020). Utilising social responsibility initiatives imbues a more positive brand association in than the preceding case study as consumers are less likely to perceive it as using female issues or symptoms as a marketing tool. The brand also produces an educational lifestyle blog ‘periodical’ which uses illustrations for it’s design. It could be argued that this is softening the reality of menstruation rather than using the opportunity for educational purposes. This was used in an educational TED Talk video on menstruation, in which a diagram of the vagina was animated with felt and soft materials. This connotes the normative belief that women are soft, fragile beings that do not experience the harshness of reality through their segregation from society, into the home. The brand recently released an advertising campaign ‘MENstruation’ situated in a world where men also menstruate (Mohan 2019), using gender role subversion as a form of female empowerment, following the AIDA model (Appendix ). The brand is using shock tactics to raise awareness to the disparities between men and women’s social experiences, depicting sexual encounters, and other day to day activities. This campaign was presented during the menstruation focus group and participants initial reaction was one of shock, with participant E finding the video uncomfortable to watch (Appendix ). Normative gender expectations are ingrained into our psyche and when the roles are altered, in this instance men being seen as vulnerable, even women find this change uncomfortable and shocking. It could be questioned if women find the familiarity of gender roles comforting to an extent, as the vulnerable female rhetoric founded in normative societal beliefs continues form a part of societal structures. This could be an example of the behavioural economic theory of Confirmation Bias, in which people don’t want to change the things we believe in. This notion is also evidenced through the primary research findings that in both the 1:1 interviews and focus group, participants had used the symptoms of menopause and menstruation as excuses to avoid certain activities, even when they were not experiencing them (Appendix ). Further research should be conducted to establish whether women have the right to utilise a rhetoric that typically oppresses women, in order to gain agency, or whether this is damaging to the progression of female empowerment.

As mentioned the advert depicted several scenes which would be familiar to menstruating females, yet the reaction of the females is not reciprocal of the female experience when interacting with men whilst menstruating. The supporting role of the female is shown to be kind, nurturing, and gentle toward males who find themselves in typically embarrassing situations when menstruating. This promotes a message of cross gender community acceptance that the brand are striving for, however, this is also playing up the traditional stereotype of the ‘ideal’ woman who is passive, nurturing, and agreeable (Kunzle 1982). Despite this idea being now relatively outdated, media and advertising still use gender normative characteristics to make brand messaging digestible to an easily distracted modern audience (Powers 2019). Koller suggests that adverts can be truly empowering to females through not selling empowerment but a product displayed in an inclusive environment, without it being pointed out. The story behind this advert is based on the shock of the gender reversal and is not selling a product, so is therefore not empowering (Koller 2019)

Fig. 34

Fig. 33

Fig. 35

Fig. 36

Fashion brands Cucumber, Become, and Fifty One Apparel are providing a solution to one of the most common symptoms of menopause, hot flushes (Kay 2017). The fashion industry has seen an increase in the targeting of mature women through blogs, for example That’s Not My Age, and the use of older models. But the menopause is rarely included in this discourse despite them being intrinsically linked to women being disadvantaged in economic and social opportunities. These brands are founded on the idea that older women want to look good despite stereotypes around age, with generational shifts evolving attitudes from ‘successful ageing’ to ‘agelessness’ (Braithwaite 2019). While this product development is positive, evidenced by the brand Become seeing sales increase by 213% in 2019, this could be viewed as even further segregation from society, using egregious stereotyping in order to make money from medicalized conditions. (Powers 2019). The menopause is being framed by medical professionals by emphasising the negative associations with the menopause in order to sell drugs to women through fear mongering and lack of education/understanding/awareness. “In western Europe, USA, and Australia, the discourse around menopause is highly medicalized (Krajewski 2019), which implies there could be scepticism around claims over menopausal clothing with some women commenting that brands doing this are simply rebranding pre-existing clothing for profit (Harper 2019).

4:4

CASE STUDY Hot Flush Prevention Clothing

Fig. 37

CRITICAL REFLECTION The critical analysis conducted through this report have allowed for the aims and objectives to be met with the following ‘killer insights’ as suggestions of how this trend will progress in the future. Women are still limited by traditional normative beliefs as evidenced through the gender health gap and the lack of government initiatives for both the menstrual cycle and menopause, both of which are driven by the education deficit surrounding these stigmatized issues. Whilst not all women view these processes as negative, they are rarely seen as positive. For females to gain agency and ultimately empowerment, the following points should be considered.

A key theme found from the Literature review was the lack of education and awareness on the menopause, which has limited women from having equal economic and social opportunities compared to their male counterparts. This lack of awareness and education is evidence throughout the primary research findings, particularly through the participants knowledge of when their menopause began, in comparison to the focus group participants knowledge of when they began menstruating. Martin theorised that repositioning menstrual blood as a product, the same as a baby, will help change negative stigmas of menstruating women being failed mothers. Yet as the menopause is a process in which ‘production’ stops, and following Martins, and Lunt and Livingstone’s ideology of bodies being a small business which produces resources, the menopause is a failed resource and therefore useless in the public realm of business, and redundant in the private realm as the woman can no longer conceive. There is also a clear economic impact from the stigmatization of the menopause. Danzebrink found that women are “reducing hours or leaving their jobs due to menopause symptoms” believing that the best method to improve this is to “offer better menopause health

care and for employers to be more menopause aware to ensure support for those that seek it out.” (Danzebrink 2020). Positioning the menopause as a human rights issue through government initiatives will improve these issues mentioned, and aid the opportunity deficit for women. It will also bring awareness of this issue to the public’s attention therefore breaking down societal stigmas, as highlighted by the department for education’s menopause report (Brewis et al 2017). Businesses need to address the silence on the topic of the menopause for women to feel truly included within society. Whilst brands are attempting to tackle the issue of ageism, the opportunity should be taken to educate both men and young women on this topic by using the DRIP model to avoid shock tactics over shadowing empowerment (Fill 2002). Krajewski outlined 8 discourses that the menopause if framed by and through the analysis of this report it can be suggested that ‘The Existential Discourse’ is the most likely method to empower women through the menopause, as it frames the process as “a natural part of ageing with possibility for personal development” (Krajewski 2019).

Pop culture has seen a rise in all female communities enabled by social media and the internet to create diverse groups of women, empowering each other through sharing, and critical reflecting on experiences. However, for these communities to achieve true empowerment it is “dependant upon the quality of information that is shared and how well the community is managed” (Danzebrink 2020). Yet this cannot be achieved until the menstrual cycle is distanced from the medicalized discourse present in Western culture, and the negative wording used to describe this process. A clear positive of these communities is encouraging grassroots activism for economic and political change, evidenced by both Danzebrink (2020) and George (2019) (Appendix ), but to encourage engagement from young cohorts over saturated attention, brands relevant to their lifestyles must be used as a vehicle for awareness.

Fig. 38

5:1

5:2 1 2

In order for women to feel in control of their bodies, crossgenerational, phy-gital (physical and digital communities, will emulate â&#x20AC;&#x2DC;mother daughterâ&#x20AC;&#x2122; educational relationships. Public realm industries will require higher education on the menopause and menstrual cycles in order to empower and support women to gain autonomy and agency over their bodies within society.

KILLER INSIGHTS

3 4

Education on women choosing not to have children should be implemented to encourage ambition and enable the breakdown of traditional normative beliefs around women and motherhood. Increased dialogue on the menopause is needed for women to frame the process positively and gain a better quality of life, regardless of age.

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APPENDIX 1:1 The AIDA Model was developed by the American businessman, E. St. Elmo Lewis, in 1898. This model is used to describe the Thinx advert which uses shock tactics to sell the idea of empowerment through period proof underwear. The audiences attention is caught by the gender reversal of men having their period. The audience is then interested as the story arch continues across the advertisement, and various senarios that are familiar to menstruating females are played out. Women then desire this understanding and compassion from males, yet as they understand this is unlikely to happen quickly, the consumer is likely to become disheartened. However, the shock tactics used in this campaign will likely keep the brand within the consumers minds and likely increase interest, and ultimately sales.

1:2 The DRIP Model was created by Chris Fill in 2002. The model is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. This model should be implemented by brands looking to encourage empowerment through menstruation and menopause destigmatization, without causing shock to cultures who are still behind modern acceptance of these processes.

1:3 The Three Dimensional Women’s Empowerment Model created by Huis et al based on female access to micro finances. Women and finance is a growing consumer trend as more women. Patterns of spending are highly gendered even in families where the woman is the wage earner. Wives are more likely to pay for food, clothing for themselves and their children, presents and school expenses. Husbands are more likely to buy their own clothing, and to pay for the rent and or mortgage, the car, repairs, decorating, meals out, and alcohol.” (K. Lunt and M. Livingstone 1992). “Women are often responsible for shopping because men see shopping as an activity which demeans their masculine self image” (K. Lunt and M. Livingstone 1992) This model theorises that women are empowered on an individual level through micro-finances in three distinct realms, as discussed in this reports Rationale. 1:4 Definitions of Female Empowerment. “the process through which women acquire the ability to make strategic life choices in a context where this ability was previously denied to them” (Kabeer 1999). This definition lends itself best the the three dimensional model for female empowerment as it is based on females ability to access resources, agency, and achievements. “a journey down pathways, with treacherous elements as well as horizons of positive opportunities. This can be travelled alone or with others.” Cornwall 2016

1:5 Project pyramid, Lisa Thurlow 2018. This allowed for a seamless and successful project plan that could be folllowed as assessed throughout the report.

1:6 Maslows Hierarchy of Needs, 1943, Abraham Maslow. This model identifies that through females denial of social and economic opportunities, in comparison to their male counterparts, their basic social and esteem needs are not being met. Women are then denied self actualization, which relates the Shepherd theory that a fragmented self will never gain societal acceptance, they will never be whole in society. This also shows how vital the empowerment of women is to their quality of life.

PRIMARY RESEARCH Kate BREWELL, menopause 1:1 Interview transcript. I: Thank you very much Miss Brewell for taking part in my primary research for my university research project surrounding the menstrual cycle and the menopause. Today we’re going to be focusing on the menopause, just before we start just to confirm you’re happy to continue and you are aware of the topics we will be discussing and you’ve read over, and signed the consent form. K: Absolutely yeah. I: Great. So the first thing I would like to do is going to be a quick reaction exercise to a series of words. I would like you to please, in 10 seconds, to organise these words into what you associate with the menopause. K: Shall I use all the words? I: No you can use as many or as little as you like, just whatever you associate, personally.. K: So just pick out the words that I associate? I: Pick the ones that you identify with most, you only have 10 seconds. K: Okay! I: Yeah, okay whenever you’re ready, go. I: Stop. K: That’s it, no done. I: For the sake of the recording the ones the participant chose were Change and End. Could you please explain why those were the ones you chose, if you can, if you can’t, that’s fine. K: I think they’re the most practical ones really. It was an end to an era, quite a long era, something I have lived with since I was 14. So it was a big thing I felt that ended, and something I suppose I have had to consider since I was 14, and then didn’t have to consider it anymore, in terms of the monthly menstrual cycle had gone, so that’s my end. And the change I guess is the same thing, it was a change, that was where I was going with it. I: Great thank you. Just quickly on that have you always linked your menstrual cycle to your menopause, in your head? K: Yes absolutely. I always knew it was a finite thing, it was like um, yeah I suppose, yeah, I guess I did yes. I: So in your own words if you could describe the process of the menopause in your opinion? Scientifically or otherwise, how would you describe the process of the menopause? K: Well it’s your body not producing eggs anymore so you can’t become pregnant. I: Yeah. K: That’s what I think. I: Great, thank you. Do you think you could place when your menopause began? K: Um, I think it was in my early 50s, I think but because of the circumstances im not wholely sure, I can’t pin point it. I: Do you mind explaining what those circumstances were? K: Well, I was, I had a coil implant, which was a hormonal coil implant. And I had had it in since I was 45, and it occured to me, um, when I was about 52/53 that I probably should have it taken out as it had been in there for a long time, and when I went to have it, um no actually it was probably later than 45 might have been about 47 I think? And when I went to have it out the lady said you de realise this stops working after 5 years. So I hadn’t had a periods from when I have the implant from about 45, it was about 45 actually, from 45 onwards I hadn’t missed them, and then when they took the coil out they never came back. So they, the menopause must have happened during the time I had the coil in, however, it wasn’t working but it was the 50

menopause doing it’s work. So I hadn’t really thought about it or considered it, or thought that was the case, I thought it was the implant. I: This can be spoken about as much or as little as you like, but what is opinion on your menopausal experience? K: Um, I think because I didn’t think about it very much, I didnt analyse it, I wasnt aware that what I was going through was the menopause I knew I had various sleeping issues, I knew that I got quite tense about things, quite anxious about things, I became quite anxious about going away from home for a long time, going far from home, I became quite anxious about that. But I put that down to me, I didn’t put that down to, I didn’t label it as a menopausal thing. In retrospect it probably was, but at the time I didn’t have a label to stick on it, and i’m sure these things happen but because I didn’t have anything to blame it on, it, i, I sort of mugged it off as something else. I: Do you think it would have altered your menopausal experience if there had been a label put onto it? K: Yes I do. I genuinely do. I think I would have made an awful lot more of it. I: Is that in a negative or positive sense? K: Well, I suppose it depends on what side of the fence you’re sitting. Um, for me it would have been a fantastic excuse, saying oh i’m sorry I am terribly menopausal and i need a jolly good lie down, and if im being completely irrational it is because i’m menopausal, but I couldn’t do that as I didn’t know that’s what it was. It interesting as I do feel I would have made a much bigger deal out of it, as it’s almost like your last hurrah, it’s like your last opportunity isn’t it? Because you go through your life from about 14 onwards saying well i’m sorry i can’t do this and i can’t do that because of my period or PMT, or because of this that and the other. And really I suppose the menopause is your last hurrah at excuses, and it’s all like no sorry i’ve got a hot flush i can’t possibly do that washing up today, because i just need a lie down, and yes i suppose i would have made, and I mean that’s just me personally, i would have made a much bigger deal out of it I think. I: So prior to your menopause did you have any expectations or knowledge about what was going to happen? K: I think it gets very negative press, but I just expected hot flushes, as it’s just what people say. I expected a few hot flushes, and then just to stop having periods, i didn’t consider it would affect me in any mental sense, about my perception of myself, I didn’t consider that at all, I just thought it was a very physical thing you went through, and it was almost like getting up in the morning, it had to be done. You had to go through it, you had no choice. Um, so you know, I knew it was coming, and I thought it would be a couple of hot flushes and I would be a bit wobbly, but I gave it no further thought than that. I: Where, in your opinion, did you get information from? K: Um, I suppose it’s like jokes and sort of hear say really isn’t it? It’s a bit sort of like humour, it’s like ‘oh don’t talk to her she’s going through the menopause she’ll throw a brick through the window’. There was always a male perception of a woman going through the menopause and being completely irrational and um, so i suppose you hear about that through jokes. And then in the 70s and 80s you would get daft sitcoms, like Are You Being Served, where women would go ‘oo I must sit down i’m having a hot flush’ and i suppose that was it really. I: Yeah sure! K: I mean it was certainly never something my mother had talked to me about. She never told me it was more hear say than anything else. I: If you were to go back to your menopausal experience, where would you most likely go to find advice? K: I suppose in this day and age now I would probably google it. But at the time, um, I don’t, or read a book. I think people’s individual experiences of all manners of things, like for example peoples experience of having periods, are so different, some have easy times, some have bad times, some have intermediate times, so i’m not sure i would base any of my perceptions or thoughts on other people, I tend to go for a more factual basis, as that’s just how I work, so if there had been a book I probably would have read a book. I certainly wouldn’t have gone to others as personally that’s not work I work. I: Thank you. I’m going to read you a quote and if you could just give me a reaction or feeling to this quote. This was taken from an interview about menopausal experiences from MPoweredWomen, a website which normalises conversations around the female body, sexuality, the menstrual cycle, menopause, and much more. So the quote is “It’s like going through puberty. It’s called the change for a reason; just like the way you change when you have your first period.” (Graville Kensit 2019). How do you feel about that? K: Yes no, yes I would agree with that. Yes it’s like, I suppose the trouble is with that is that it defines timelines. So when you start your period thats a timeline into puberty, and a timeline into your teenage years. And i suppose that’s possibly why i picked up change in that task, it’s because it is your last set of timeline really, and i think that’s how i percieved that. Yeah it’s your last quater. I: And then we have another one here, “I coped with the negative side effects by consciously trying to accept what my body was doing. That, and finding a support network.” (Graville Turan 2019). How do you feel about that? K: No, that isn;t the way I would view it, no. 51

I: “I coped with the negative side effects by consciously trying to accept what my body was doing. That, and finding a support network.” (Graville Turan 2019) K: Yes i suppose that is what i did anyway, I just accepted it as i knew that was what’s coming, I wouldn’t choose to analyse it particularly, over analyse it as i can’t stop it. And I personally don’t find support networks helpful, but um i knew it was coming so yeah. I: So this section is going to be more about your experience with your menopause in terms of work. So what was your experience with your menopause during your career? K: Well, I think for me personally I have always worked part time so it didn’t affect me at work particularly. I think the only thing it possibly affected me with is my irregular sleeping patterns. I worked in a very male orientated environment so um sometimes i would wake up at 2 in the morning and then fall back asleep again at half past 5 and sometimes i would miss my alarm and be late for work. But i didnt feel like i could say oh thats why, as men tend to go oh well thats a load of old rubbish i stubbed my toe yesterday and i was late so does that count? So I wouldn’t have been able to explain that. I am now a naturally early riser but at the time I struggled to get up, so i think that’s the only way it affected me as i was sometimes late to work, but i struggled to tell them why, i didn’t feel comfortable. I: What percentage would you say was male and female in your working environment at the time of your menopausal experience? K: 27 men and 1 one, being myself. I: Do you think at that time you would have benefitted from having something in place in which you could have gone to speak to someone about these menopausal issues? K: Yes but not in a way of wanting to discuss how I feel about the menopause but more being able to check a box as the menopause for my reason for being late. There wasn’t a tick box that covered what made me late, and I felt I didn’t have the ability or the facilities to discuss these things with my manager. Yes I guess if I could have emailed someone saying ‘over the next few months I am experiencing some sleep issues due to the menopause so could this be taken into account’ then yes that would have been very helpful. I: If we go back to the earlier answer of you not being able to identify these issues to the menopause, how does that alter your answer? K: Yes, I couldn’t have even utilised that facility if it was there as I didn’t know. But i think for me it was quite an odd circumstance. But i suppose for those who were aware of their circumstance, that would have been very helpful to have an aside, whether male or female, i think if you don’t feel comfortable discussing it then you shouldn’t have to. I mean for me i sort of ended up beating myself up and saying ‘oh for god’s sake kate pull yourself together’ because i didn;t know why. But for people who know, there should be a line of contact that isn’t directly their line manager. I: Were there any negative or positive experiences you could draw from this event during the menoapause? K: I don’t think it really impacted .. I mean the only thing it may have impacted was I became very inclusive to home, i became, if i had known maybe i might have, you know if i had wanted to change job that was five miles down the road i could never have done that during that time. Maybe if I had known that might have explained it, but i put it down to anxiety or depression. I: What was your experience with your menopause in terms of your social interactions? K: It had the impact from the point of view that I didn’t want to go out much, and I became quite anxious about going out and leaving home, which became quite severe actually. But again because at the time i didnt have anyone to say this is how i feel is this related to the menopause, i didn’t and still don’t know if it actually was related to the menopause, it could have been me being me and feeling the way I felt. There are so many unknowns about it all isn’t there. The fact i didn’t really want to travel or i didn;t want to go away from home, was that the menopause or was that just how i felt at the time? Coupled with a few other things like lack of sleep, that was definitely, i mean my sleep pattern has improved massively now, but they do say that depression and sleep patterns are a problem, so those things did they make me not want to go or was that just because i was tired? I’m not sure about how you mix all the things up and what kind of answer you would get? I: And again, did you have any positive or negative to draw from your menopause during your social interactions? K: No, I think it made me withdraw a lot but again I’m not sure.. I didn’t discuss it with anyone females as I didn’t know that was what’s happening. The only time i discussed it was cor blimey that happened and i didn’t know. I: So in a very casual setting? K: Yes. I: I’m going to ask you to rank some symptoms if that’s okay, if you didn’t experience them, then leave them blank. If you could just like to rank them in terms of most prevalent to least prevalent. 52

K: Answer See Appendix. I think they are all linked. The difficulty sleeping, came with the night sweats, and then when you were awake that lead onto the low mood and anxiety, and the hot flushes, so it all just came around. I didn’t experience low sex drive or vaginal dryness. I: How did you find that task? K: That was fine as to me they all click together, that was very easy. I: So what in your opinion, do you wish that you knew before your menopause? K: I think, um, I think it would have been nice to not underestimate the anxiety that it can bring. What it is is that it;s a huge finality, there are two ways of looking at it, you could look at it like oh thank goodness I no longer have periods and that’s lovely and i don’t have to worry about it anymore, or you could think oh, thats a big closed book and thats a big finality, so i think someone should warn you that it is quite a final thing. And also it does have quite a lot of impacts on your body, like your hair thins, your skin changes in texture, you become quite lethargic, i think there’s physically quite a lot of things, but then theres the anxiety, but i think people saying of it’s a few hot flushes is underestimating it. I: If the conversation of menopause involved a cross generational discussion, including younger women in the name of education, what do you think about the idea of it being a cross generational discussion moving forward? K: Yes, I think that is an important thing, I mean my mother was an older mother, born in 1922, so her beliefs on what you should and shouldn’t dicuss were very much Victorian, not that she held back but I never discussed the menopause with her, I had no idea, i think she has a hysterectomy, so I had no idea what happened to mum. But yeah I think I would, i think mums do have an inherant sense as to whats going on with their children, especially their daughters, and i think to guide or to mention or to offer even if people don’t want to listen, like oh i felt a bit like that and it could have been from this that and the other, i think that would be very helpful. I: Those symptoms that you ranked before, the ones that were part of your menopause, do you feel you saw yourself differently because of those? K: No, but i think that was because i didn’t, or couldn’t label them as i didn;t know what they were at the time. I: What is your opinion on support networks for the menopause for women, such as menopause cafes, clinics, digitally based online support groups? K: I think they are a good idea, I mean when I realised after the event that my sleeping issues might have been down to my menopause, I did go to my doctors, who were pretty useless, didn’t suffest anything other than googling thing, and perscribed HRT. Now HRT has been a god send from a sleep perspective, I sleep about 8-9 hours a day now, and in terms of anxiety that certainly has changed. I don’t feel anxious, I am quite happy to go out, I’m happy to go shopping and go out, I am quite happy to do that now. But I do think that was actually more down to carol vorderman, and that;s because it was on the news it certainly wasn’t something I had googled, but it was something that entered my brain, and I wondered if that was something that could help, but I do feel like it was very blindly perscribed by the doctors, but for me it’s helped. I dont; know of the stats but it might be quite interesting to find out, but i know carol vorderman championed it, but it certainly helped me with my anxiety and my sleeping so that’s been a good thing. I: Now if you could please repeat the first task that was undertaken at the beginning of the interview again. You will have 10 seconds again, and please if you could select which words you gravitate towards after having the opportunity to discuss the menopause with someone. K: *The participant chose change, end, neutral, and understood. I suppose talking it through I can understand that it is the end, I mean i knew that already but its nice to say it, and i do understand the process more than i thought i did, and i probably should have been kinder to myself i think, i don’t think i was very kind to myself about it, because i missed it in a strange way i wasn;t kind to myself because i thought oh forgodsake why couldn;t i just get things right, um, so yeah that’s fine. Yeah so neutral is because it’s not something you can stop. I am neutral because you can’t stop it, but i think more information earlier is a better thing becasue it isnt a walk in the park, its like periods isnt it, some people have it easy and some people its really horrendous. I: Lovely thank you so much for taking part, lastly, i am going to leave the room, if you could please write, draw, explain, how this process made you feel walking through your menopausal experience with someone else. K: *Participant wrote “Quite cathartic actually! Helpful.” Analysis The participant throughout the interview was scratching her hands, and fidgeting with her glasses. This conversation was the first time the participant had spoken candidly about her menopausal experience and was visibly uncomfortable throughout the experience. This could be due to her upbringing under a “very victorian mother”, or because of the negative connotations around speaking about the menopause imposed through societal conditioning. The participant had never spoken of her experience, her positive reponse at the end evidences that even those who are against the idea of sharing and community support finds the process of discussing a personal experience, empowering. 53

Liz BOLT, menopause 1:1 Interview transcript. 1) In 10 seconds, please select from the words below, the ones that relate to you the most, in terms of your experience with your menopause, and explain why, if you can. You can choose as many or as little as you like. Beginning, Alienation, Refresh, New, Weak, Burden, Stress, Disgusting, Dying, Bad, Change, Understood, Neutral, End, Blood, Anxious, Strong, Independent, Accepted, Relief, Empowered. So in my case I didn’t realise I had actually gone through it except minor ‘hot flushes’ although not terrible – just feeling hotter than usual. 2) What, in your understanding, is the medical process of the menopause? Hmm – periods stop – that’s really all I know 3) Can you place when your menopause began? Not at all 4) This can be spoken about as much or as little as you like, but what is opinion on your menopausal experience? I think for many people it is very alarming – can have terrible periods so bad that stops people from going out or even going to work. Friends have told me of ‘flooding’ horrendous and also going completely scarlet when doing a presentation. 5) So prior to your menopause did you have any expectations or knowledge about what was going to happen? Honestly didn’t give it any thought – presumed that when I started to feel hot at times something worse was going to happen but thankfully nothing did? 6) Where, in your opinion, did you get information from? Magazine articles and friends in the rare occasions when it was discussed. 7) If you were to go back to your menopausal experience, where would you most likely go to find advice? Same methods I think 8) “It’s like going through puberty. It’s called the change for a reason; just like the way you change when you have your first period.” (Graville Kensit 2019). What are your feelings about this quote? No feelings at all – suppose one could say puberty the start and menopause the end? 9) “I coped with the negative side effects by consciously trying to accept what my body was doing. That, and finding a support network.” (Graville Turan 2019). What are your feelings about this quote? I think most women just cope – it is rarely discussed in my experience 10) This section is going to be about your experience with your menopause in terms of work. So what was your experience with your menopause during your career? It had no impact. 11) Were there any negative or positive experiences you could draw from this event (work) during the menopause? None 12) Was there any support network or person to speak to about the menopause in your place of work? If not do you think you would have benefited from having something in place in which you could have gone to speak to someone about menopausal issues related issues? Please explain why if you can. For me not applicable as I run my own business but for those employed I really feel help is needed in the workplace based on experience I read about/hear from friends. 13) This section will be about your social interactions and your menopause. What was your experience with your menopause in terms of your social interactions? Some friends talked about it but always in a jokey way. 14) Did you have any positive or negative to draw from your menopause during your social interactions? Bonding that we are all going through the same stage. 15) I’m going to ask you to rank some symptoms if that’s okay, if you didn’t experience them, then leave them blank. If you could just like to rank them in terms of most prevalent to least prevalent (1 being the most and 7 being the least, please leave blank if you did not experience them). • 2. Hot flushes • 1. Night sweats • Vaginal dryness & discomfort during sex • 3. Difficulty sleeping • Low mood or anxiety • 4. Reduced sex drive • Problems in memory or concentration 16) How did you find that task? Easy and I had forgotten about night sweats – that was just for a few months – pretty crazy though 17) Those symptoms that you ranked, the ones that were part of your menopause, do you feel they altered the way you viewed yourself at the time? 54

Getting old! 18) In retrospect, what do you wish that you knew before your menopause began? That it was going to be easy for me. 19) If the future conversation of the menopause involved a more cross generational discussions, involving younger women in the name of education, and older women in the name of sharing wisdom/tips, what do you think about this idea? And how would you like to see this manifested? ie. through social media, coffee mornings, call centres, or anything else. I think that it is so far in the future for younger women that they think it will never happen to them or more realistically that a great drug will be available so they will not have to go through anything. I do think that women who are approaching the menopause ( 2 friends at 40) may well be interested. 20) What is your opinion on support networks for the menopause for women, such as menopause cafes, clinics, digitally based online support groups? Great – I think many really suffer in silence – embarrassment. 21) Please repeat the first task again, after discussing your menopause to see if there are any new words you would add or take away. In 10 seconds, please select from the words below, the ones that relate to you the most, in terms of your experience with your menopause, and explain why, if you can. You can choose as many or as little as you like. Beginning, Alienation, Refresh, New, Weak, Burden, Stress, Disgusting, Dying, Bad, Change, Understood, Neutral, End, Blood, Anxious, Strong, Independent, Accepted, Relief, Empowered. 22) Last question, please summarise how you found this interview experience? Good questions – I consider that I got away so lightly compared with others experiences although this is from magazines not friends or family – just not discussed.

Louise WING, menopause 1:1 Interview transcript. 1) In 10 seconds, please select from the words below, the ones that relate to you the most, in terms of your experience with your menopause, and explain why, if you can. You can choose as many or as little as you like. Beginning, Alienation, Refresh, New, Weak, Burden, Stress, Disgusting, Dying, Bad, Change, Understood, Neutral, End, Blood, Anxious, Strong, Independent, Accepted, Relief, Empowered. Change – this was the first word that immediately came to mind. 2) What, in your understanding, is the medical process of the menopause? When a woman stops having periods and is no longer able to get pregnant naturally. 3) Can you place when your menopause began? Not exactly, but my periods starting to get less and less, until they finally stopped. 4) This can be spoken about as much or as little as you like, but what is opinion on your menopausal experience? My experience didn’t really feel too bad. I didn’t mind at all that my periods had stopped, but I did have hot flushes where my face went very red and I felt very hot and at the same time I perspired mainly on my forehead and the back of my neck. 5) So prior to your menopause did you have any expectations or knowledge about what was going to happen? I obviously knew about the menopause and once my periods starting to stop I realised I was beginning the menopause. 6) Where, in your opinion, did you get information from? Talking to friends and searching for information on the internet. I did also talk to doctor when I was there for another reason. 7) If you were to go back to your menopausal experience, where would you most likely go to find advice? I would definitely go to the doctor for more advice and help. 8) “It’s like going through puberty. It’s called the change for a reason; just like the way you change when you have your first period.” (Graville Kensit 55

2019). What are your feelings about this quote? Yes I agree it is a change, but its not necessarily a bad change. 9) “I coped with the negative side effects by consciously trying to accept what my body was doing. That, and finding a support network.” (Graville Turan 2019). What are your feelings about this quote? Yes again I agree as I did just accept and tried to get used to what my body was doing. 10) This section is going to be about your experience with your menopause in terms of work. So what was your experience with your menopause during your career? I feel that the menopause did not affect my work at all. It was never bad enough that I needed to take time off and if anything I would make light of it and use it as an excuse if I wasn’t on form that day, 11) Were there any negative or positive experiences you could draw from this event (work) during the menopause? I can’t thing of any negative or positive experiences. 12) Was there any support network or person to speak to about the menopause in your place of work? If not do you think you would have benefited from having something in place in which you could have gone to speak to someone about menopausal issues related issues? Please explain why if you can. I’d worked there for many years and I didn’t feel the need to talk to anyone at my place of work, but I would have felt comfortable and I would have had no hesitation in talking to someone in HR if the need had arisen. 13) This section will be about your social interactions and your menopause. What was your experience with your menopause in terms of your social interactions? It didn’t change or alter anything I did or went to socially. 14) Did you have any positive or negative to draw from your menopause during your social interactions? No nothing for both positive or negative 15) I’m going to ask you to rank some symptoms if that’s okay, if you didn’t experience them, then leave them blank. If you could just like to rank them in terms of most prevalent to least prevalent (1 being the most and 7 being the least, please leave blank if you did not experience them). • Hot flushes 4 • Night sweats 3 • Vaginal dryness & discomfort during sex • Difficulty sleeping 2 • Low mood or anxiety 2 • Reduced sex drive 2 • Problems in memory or concentration 2 16) How did you find that task? Difficult and uncomfortable 17) Those symptoms that you ranked, the ones that were part of your menopause, do you feel they altered the way you viewed yourself at the time? No I don’t feel they altered the way I viewed myself, I just dealt with them at the time and I was also aware they wouldn’t be forever. 18) In retrospect, what do you wish that you knew before your menopause began? Nothing really as I feel I had enough information about the menopause and possible symptoms. 19) If the future conversation of the menopause involved a more cross generational discussions, involving younger women in the name of education, and older women in the name of sharing wisdom/tips, what do you think about this idea? And how would you like to see this manifested? ie. through social media, coffee mornings, call centres, or anything else. Perhaps doctors surgeries could hold talks/surgeries on the subject for people of all ages to get together to share their feelings and experiences. 56

20) What is your opinion on support networks for the menopause for women, such as menopause cafes, clinics, digitally based online support groups? I don’t really have any opinion on support networks as I didn’t use any at the time, but online support groups does sound like a very good idea. 21) Please repeat the first task again, after discussing your menopause to see if there are any new words you would add or take away. In 10 seconds, please select from the words below, the ones that relate to you the most, in terms of your experience with your menopause, and explain why, if you can. You can choose as many or as little as you like. Beginning, Alienation, Refresh, New, Weak, Burden, Stress, Disgusting, Dying, Bad, Change, Understood, Neutral, End, Blood, Anxious, Strong, Independent, Accepted, Relief, Empowered. Change – again this is the only word that relates to my experience with the menopause. 22) Last question, please summarise how you found this interview experience? It was ok and it did make you think about the experience.

Menstrual Cycle focus Group Transcript, Participant A, Participant P, Participant E, Participant C. Interviewer asked the participants to write down their opinion on their menstrual cycle before the interview began. I: Can you remember when you started your menstrual cycle? P: As in like period? C: Ever? I: Yes, your menstrual cycle. So when did you have your first every menstrual cycle? P: 12 C: 11 E: 11 A: Uh, I think I was like 14 C: I was the second or third person in my whole year to start my period. I: How did that make you feel? C: Quite womanly. But then the novelty wore off and then I was like of like ‘wow I have to deal with this for the rest of my life’. P: I remember wanting to start my period, at the time. I thought it was cool. C: Like oo I’m a woman and stuff. E: Yeah so did I to be fair. I: So when you started your period who did you tell? P: My mum C: I rang up my godsister. Obviously I told my mum first. I was like ‘mum i’m bleeding’ and then she was like ‘oh maybe you’re on your period’ and she was excited. Then i rang my godsister and I told her ‘i started my period’ and she was like omg! I: So it was an exciting experience for you? C: Yeah. 57

A: I told no one. I just dealt with it. P: So did you just deal with it on your own? A: Yeah I wasn’t about to tell my mum. P: Wow, that’s brave. I: Do you mind explaining why you chose to do that please? A: I mean I don’t talk to my mum so, and i’m not going to tell my dad either am i. I can’t say like ‘oh dad I’m bleeding from the vagina’. E: Actually the first person I had to tell was my dad. We were on holiday together, and I think my proper first one had happened before the holiday, but it was brown so I thought I had shit myself but hadn’t realised, I was embarrassed if that was the case so I didn’t tell anyone. Then when it happened again that was when it clicked, I think it was the regularity of it like I thought ‘right I know what is supposed to happen to a woman every month’. So I went outside and spoke to my step and and step sister, and said something has happened in my pants, it looks like poo but it happened once before, and Louise (my step mum), immediately knew. Then I went and told my dad and started out the conversation with ‘Dad… you know when girls get older..’ tried to ease him in. But then he was so happy I told him and said I was brave and he’s really proud of me. He was genuinely so pleased I have told him. Then we went to buy sanitary towels at the supermarket, and he helped me choose even though neither of us had any idea what we were looking at. I: How did that make you view your period? E: Um, I don’t think it made me view my period differently, but it definitely brought me and my dad so much closer. We were close anyway but this added a new kind of bond. I know not a lot of girls will have had this experience so it feels really special. I: What implications do you feel comes with the menstrual cycle? P: Moodswings A: Pregnancy C: Uncomfortableness. Whether it’s like a pad or a tampon or anything I just find all of them uncomfortable in different ways. Just feel really like unsexy, like just don’t feel myself, don’t like exersizing, don’t like being with a partner when i’m on my period really. P: That’s true I also get, like very, I suffer from fatigue when i’m on my period. Like it affects, i’m really into fitness, but when i’m on my period I find it really hard to exercise. E: Like gross, not want to talk about it. Embarrassing. A: Still pregnancy really. I: What is one word you would associate with the menstrual cycle? P: Pain very quickly answered. A: Blood E: Yeah blood. C: And I don’t mean this for every woman, but like just gross. I just feel gross. Even though I think it’s an amazing thing that happens, I think it’s gross. I: Have you ever felt alienated by the menstrual cycle? *long pause* P: I wouldn’t say alienated. I: Any other words you would say instead? C: There’s other things I feel but not alienated. I: Have you ever looked for advice on your menstrual cycle? If so where did you get this information from? 58

P: I’ve spoken to doctors and nurses about menstural cycle, many a time. C: Doctors, nurses, mum, friends, just everyone being like ‘is this normal?’. A: Google. E: I think literally when I first had it I asked my mum what hers was like because we’re so similar in so many things I thought, well mine should be like hers. C: I think I have google a couple of things. I: And did you find the information you were looking for when you went to those sources? C: It usually gave me some options. Like none of the questions I ever asked were worrying enough for me to care what the answer was. It was more curiosity I guess. Well, I mean it was definitely worry in the beginning, but know there were a lot of reasons for it, then I thought oh it’s fine. It was more having an understanding over a definite answer that helped me. P: Yeah I’d say the same thing. I mean when I think of asking for advice I think about me asking for the pill. I: Do you know what PMS is? P&C&A: Pre Menstrual Stress E: Yeah. I: And do you know anything about the definitions or the symptoms of that? A: Being very angry and sad. P: Not really. C: Upset. Moodswings. Crying for no reason. Feeling down. Feeling not very good about yourself. Yeah frustrated, getting angry at things really easily. E: Yeah, I think of it as like a crazy women, like mental. I: A fact for you, in the US it is pretty much considered that all women have PMS. But it’s a very undefined subject, with some reports claiming 97% of women have it and others claiming 3% of women have it. How does that make you feel? E: I think it’s pretty crazy like something that affects half the world’s population every month has that little evidence or like definition, it can’t be that lucid surely? C: Yeah it’s a bit silly, I think it should at least have a broad definition at least. I: There are over 150 symptoms used to describe PMS. P: Really? C: Oh wow. E: That’s a joke. A: I mean correct me if I’m wrong, but the majority of these people defining this would be men? I: Yes mostly. A: So there’s like 150 symptoms but I bet if you put 150 symptoms to something else more associated with men, they’d all have it. It’s a very inconsistent industry and perspective. Also PMS comes from histeria which is not completely been irradicated from society, we are still a very inequal society in terms of women and men and this is just another way of showing that because if so many women have it, why is it a thing? If the larger percentage of women you mentioned before, if that was true, then if it’s so commonplace why is it an issue? Like I have had it with mates where i’ll react to something and people will just be like oh you’re on your period. C: Yeah it’s almost like an excuse for how I actually feel, like oh you’re being like that because you’re on your fucking period. Like just because i’m being 59

moody, and it’s like no i’m actually not why do people have to link to me being on my period. A: Yeah it’s not even like being moody but it;s just like, a standard way of men putting themselves above women, like commenting that there is something you have that I don’t that makes you crazy and not yourself. It’s just seen as such a negative thing. E: And for them saying ‘oh you’re on your period’ it’s almost like they’re still trying to control something that is 100% ours, like they are deciding, you’re acting like this it must be something i know nothing about just because i am a man and i know everything. A: But like you could reject someone in a club and they’ll be like ‘ooo are you on your period?’, or you’ll be angry about something that you’ll be within your right to be angry about they’ll be like.. C: It’s like a saying to be like ‘is it that time of the month?’, which completely invalidates what emotion I was feeling. I: What has your experience been with the menstrual cycle? C: Not that bad, when i first started it was fairly regular, I would get quite bad back pain, um, and sometimes that would be quite debilitating, and you would literally be there with a hot water bottle and some chocolate feeling really sorry for yourself. But I went on the pill when I was 15 so i had about three years of being on my period then from about 15 to 21 i’ve had about 3 or 4 periods. Cos of the pill i take it’s just like whatever happens happens. I mean I think for the last 5 to 6 years ive been quite spoilt because i haven’t really had many periods, but when i do get one i hate it. P: Yeah I’ve had a bit of a rocky road, not that i’ve had a really bad experience, but i went on the pill when i was 15 but it didn’t work out for me, i switched like twice, and then i decided to come off it because it was just causing me mental issue, it just wasn’t good for my wellbeing. Then I was in Southampton and Bristol Uni and I stopped having my periods but that was to do with my health so I didn;t have a period for three years, then when I got back into being healthy and fitter, I started my period again. And now it’s gone back to a regular thing. I: Do you think if there had been more awareness on the mental health side effects, do you think that would have changed your decision to go on the pill at 15? P: Ye.. No, no, I think yeah with what you’re saying, if there was more awareness around the pill and it’s implications , um, and if i was warned, i know they kind of touch on stuff when you’re at the doctors but, C: It varies on every person, it’s just a lottery really like ‘which pill affects who’ it really is luck of the draw. Which is why some people go through two different pills, the implant, the injection, the coil. P: Yeah see I’m on the coil now, and I’ve had no problems. E: Yeah I mean my periods have always been regular. Always 4 days, always cramps on the first day, done. But I took the pill to help my skin and obviously for sexual purposes. And if anything I probably didn’t need it to regulate my period, was probably better without, because I can often not take my pill at the right time or even at all on a day, which messes it up. But what I like it that I can control when I get it, like I know when it’s coming A: I went on the injection but I was forced to. It was when I was with my ex and I went for a sexual health check up and they asked me if I had ever gone on contraception and I said no, then they asked if I wasnt to and at the time I just didn’t know. I was with my partner on and off, but I’m not that sort of person to go on the pill unless it’s a committed relationship, but then they just basically said yeah lets do it. But they didn’t check any of my records showing my history with mental health, and I went on the injection and it was a horrible three months. I would never have thought to bring it up myself as they’re doctors, they should have the responsibility to do that, and it was just really awful. I: What do you associate with blood? What is your knee jerk reaction when you hear that word. P: Gory C: Pain. Like you don’t often get blood without it even if it’s a tiny little paper cut. E: Uncomfortable. Like it makes me nervous. A: I don’t know I: In three words, how would you describe yourself? C: Short, driven, honest. E: Funny, Loyal, Tall. P: I’m going to skip. 60

A: I’m going to skip too. I: What three words would you use to describe yourself when you’re menstruating? C: No it doesn’t really change for me. E: Yeah me neither, it doesn’t change who I am, I guess I’m just a bit more nervous sometimes, like more cautious. P: I can find words. Emotional, which I’m not usually, um, yeah like, I don’t know, emotional. A: Hungry. Tearful. And very angry. I: Who do you typically discuss your period with, it anyone at all? C: My friends. P: Yeah I’d say friends. A: Yeah. E: I generally don’t talk about it unless I can’t do something and that is my reason why, like it’s not something I discuss, but it’s just because I don’t like care about it. I: And why do you go to these people? P: I think it’s because you can like relate, you’re not necessarily sharing the exactly the same experiences but it’s easy. Say you’re like going through a down time around your menstrual cycle you can confide in that person. C: Yeah so I probably would mention it to my mum, and be like sorry I’m a bit moody because blah blah blah, but I think that especially at this stage our friends are in a lot more relatable place in all aspects of our lives so I would usually moan to them, especially if it’s relating to like sexual partners, I would talk about it to my friends like ‘oh i’m on my period so I don’t want to have sex’ I probably wouldn’t discuss that with my mum I’d discuss that with my friends. A: I don’t really talk about it with my mates. It’s if I’m with my friends and we’re in the toilet I’ll be like look away I’m on my period. I: When you do discuss it with those mentioned, do you feel comfortable when doing so? P: Yeah with people i’d happily open up to, then yeah. C: Yeah. I mean I don’t think I could ever talk about it with a male, apart from my boyfriend. E: Omg yeah me too, no way. I mean I’ve spoken to another girl about my period in front of a boy, but like even to my dad who I first told I wouldn’t be like oh I’m on my period out right, I would say my tummy hurts and he would understand. I: And when you have these discussions where do they usually take place? P: The bedroom, bathroom. A: Bathrooms C: Bedroom and yeah bathroom. P: Over the phone. C: Yeah like text. P: Yeah I don’t usually text it’s more like over the phone. I: I’m going to show you this advert by Thinx period underwear, MENstruation. And I would like to get your opinions on it. P: So it’s saying if we all had it we’d all be comfortable, that’s a fair point. E: I think that’s so clever. 61

C: I was so shocked! P: I was confused at the start, A: Funny. C: I didn’t think it would weird me out that much. Changing perspective E: Even though it’s so simple it’s literally like something that we deal with every day or at least think about. But the fact the just changing the gender is really shocking and like kind of uncomfortable to watch. I: Why do you feel that way? P: Well to be fair you know you were saying the only male you’d speak to about it is your boyfriend (Charli), its not like as girls we openly talk to guys about it. And guys get funny about it, it was actually brought up today at work, and they were saying oh i’d hate to be a girl, saying i’d hate to go through all that, and I just thought yeah tell me about it. C: I think other than that they don’t really want to talk about it, and they often think it’s quite gross. And it’s almost, I don’t know. I do get that it’s personal because it’s from like a personal area, and you wouldn’t necessarily like walk in and talk about your sex life at work. C: But I think maybe there should be more freedom to be able to say ‘oh i’m just a bit moody today guys i am on my period’ And people not being like ‘woah too much information’. I: Do you think this advert is getting its point across well enough? E: Well it depends what the point they’re trying to make? Like I think that they’re making a point on gender differences, like this is what women have to go through, and possibly showing how naive men are, and how they need to have more understanding for women. A: I feel like it could definitely be pushed more. Because like, C: Maybe showing the difference, like maybe showing what women go through, not the abuse, but like the, what we have to go through and what we put up with verses like how it would be with men. So come from a perspective where people are like ‘oh i feel sorry for women’ and then show the men being on their period, and being like oh if men had them it would be a lot nicer. If that makes sense? A: I just think it would be really good to push the satyre of it a lot more. Because the women there are being really understanding, and that’s kind of like how we’re expected to be, but .. P: Yeah but that’s definitely not how it is. E: Yeah 100% not reciprocated. A: But yeah like if the guys drops all his tampons on the floor, and there was like the pack of pads and the girl was like ‘ugh what the fuck’ and laughed or made a joke. E: Omg that’s so true they would like sneer or something P: Yeah literally. C: So true. A: Then guys would be like ‘oh what a bitch’ and it’s like well that’s what you do, like it would hold up more of a mirror, and give more of an opportunity for reflection. Like for men to reflect on how they are. So like the understanding and compassion is a bit too tame. E: Yeah it’s completely typical, like playing up to the ideal women role, or how we should be. Wow I didn’t even look at it that way. A: They have aspects where the guy rolls over and there’s a blood patch on the bed, there have been a lot of people who have done art projects with that element, and men have been like ‘ew disgusting’. They touch on it but not really enough. C: Almost as if they were with their partner, or someone they had slept with the night before, if they had reacted like that to it (Negatively) then it would have had more impact. 62

I: Do you think if all those scenes were based on real experiences, for example if at the end of the advert, if there was a note saying all of these were from true encounters for menstruating women. Would that have made it more authentic? P&C&A&E: Yeah. I: Just a stat to get your reaction on. “65% of women control household incomes but only 25% of creative design roles are held by women in advertising”. What do you believe should be included more in adverts around menstruating, or what would you like to see? Or if you would like to see it at all? A: I just feel like adverts like that women would not even respond to themselves. Because if i saw that on instagram , like the bit with the bed and the period, I would just like ‘oo not today, but much.’ I just feel, I don’t know. C: There was an artist who did a lot of art with just blood on knickers and bedsheets, and it got so much hate from everyone, men and women. Like people really just did not want to see that intimate part of people’s lives. Which is funny because people like seeing sex. But something to do with the blood, linked with the vagina, people just find weird. But I think maybe that comes from a lack of understanding of what a period is. I think if more people knew, that a period is like an unfertilized egg coming out of the womb, and there was more understanding of it being like a natural scientific thing people would have more understanding and not have this weirdness and grossness surrounding it. Even though there is nothing gross about it, even though I said it is gross, but I know the actual cycle itself isn’t gross, it makes perfect sense. A: I just feel like, going down the egg fertilized whole definition of it, would bring up a whole lot more criticism. From like, abortion/non abortion opinions, because when you start putting that kind of process on it, then people start to get more indepth opinions and more personal opinions on that. I don’t know that just comes into my head. C: So in terms of advertising, I am generally frustrated that we can’t do more of those things as both men and women would be like ‘oh I don’t need to see that online’ and that it is impactful, like say if that was done a bit better, and what ana said about slight changes I think that could be a really impactful advert. But i know so many, like majority men, who would be like no i do not want to see that. P: But I think that’s partly to do with societal norms. C: And that’s what frustrates me. P: Like we’re influenced to think a certain way, both men and women, so even if you have an opinion because of these norms you’re forced to think a certain way about it, like no that’s not normal. C: I wonder if there is a way of making adverts like that, not quite as intimate and explicit, but still getting their message across, like still being impactful without people being grossed out and therefore just eradicating it altogether. A: I feel like also in that area you have to think about the platform. It’s all well and good having one company, one person, one group, creating an advert that does something like that, but then you have to think about the platforms and the way in which advertising works. Because there is a lot of bias in algorithms and data, and just how these platforms are monitored, that would eliminate them straight away. E: Yeah there was a book release called the Vagina Diaries which is basically a vaginal health book, which is actually like basics that women should know, and Facebook banned the adverts. Like it’s completely necessary information but because of the name it was banned. A: And that’s not even like, that wouldn’t have been done by a person that would have been done by algorithms. I: When you’re handling menstrual products how do you hold them? C: So in public, obviously I would hide it up my sleeve. P: Yeah I’d hide it, I’d hide it. E: Yeah me too like always up my sleeve, C: In private, probably just whack it out, I don’t hold it in particularly even if its a tampon, like before I’ve used it, it doesn’t gross me out at all. P: Yeah I’m the same i’d hide it. I: When you go and purchase menstruation products, who do you tend to go with? C: On my own or with.. 63

P: Yeah I mean I guess it just depends on like who I’m with. C: Yeah depends who I’m with, I wouldn’t like avoid buying them if I was on my own. P: No neither. C: But as I said I don’t deal with it very often. So like because I never have periods I have like a stockpile in my bedroom. But like if i needed pads I’m comfortable saying dad could you please get me some from the supermarket, and he’s just like yeah send me a picture of which ones, but like I wouldn’t be afraid of asking him to get me some. P: Do you know what I used to be afraid of was when you buy them and there’s a guy at the check out. But now I don’t care. E: I feel so uncomfortable, I always go to self check outs. P: Omg do you? E: If I’m shopping for tampons and I need to buy other things as well I will do that first and then put other things on top, and then i’ll scan it first then shove it into the bag as quickly as I can, or even life into my coat if that’s all I need to buy. P: Really? Wow. E: I just like, omg, imagine bumping into someone with like a box of tampons like a boy or a girl, and being like uh periods. P: Oh, I don’t care anymore, but I used to. E: I think though that’s like a relation to be anxious when I’m on my own anyway, so even if I’m shopping on my own, I think like omg what if someone see’s me, so I think that’s more an external thing that reflects onto what I’m doing, I don’t think it is necessarily, I mean obviously it’s worse because it’s tampons, but I think even if it was like, oh I don’t know, like medicated cream, C: Yeah yeah so like anything personal. E: Yeah like i’d prefer to order it online, or something. C: I feel more self conscious buying condoms than I do tampons. I: So I am going to read out some words, please give a knee jerk reaction to what these words make you think of. “Diminished” P: It makes me feel small A: Like something you used to have? E: Yeah I think like small, but like you’ve gone down hill or gone down in some way. C: Yeah I: “Deprives”. C: Something taken away from you. A & P: Yeah. E: Like under privileged, like you don;t have as much as others. I: “Hemorrhage” C: Pain E: Death A: Blood 64

P: Ill I: “Loss” C: Grief E: Something gone. A: Sad. P: That just makes me sad. I: Have you ever claimed symptoms of the menstrual cycle to avoid certain tasks. C: Omg I feel like I’m getting period pains just talking about this haha. P: I’m actually on my period right now. I: So yeah have you ever used your menstrual cycle as an excuse? P: What like at school? Yeah swimming, if we didn’t fancy it, like loads of me and my mates did that at school. C: No not that I can remember but I think I’ve used it to get out of having sex. And I’ve used it “I’m on my period sorry” when I actually wasn’t. E: Yeah I mean I’ve definitely done it for P.E in school, but not for anything else, I feel lucky like I don’t get it that bad to make me think I should use it as an excuse. I: What do you know about the uterus? P: I actually don’t know a lot about the uterus. C: I’m trying to learn more about my vagina, and my uterus, but I get confused. Like what everything is, and that’s really bad because I’m a woman and I should know. I literally watched a Netflix documentary the other day about the menstrual cycle. If I draw it, is it like, so you’ve got two balls, and then it’s almost like a triangle, like a T. I: Did you know it’s actually an involuntary muscle? Like not something we can control. And how does that make you feel? C: Oh really, yeah I didn’t know that. I mean I would rather trust my body than trust myself. P: I guess that makes me feel a bit helpless if I know now you’re telling me that you can’t control it. E: Yeah when you said that I was like ‘um what?’. Like obviously it would be, it makes sense that it would be, but at the same time I was like oh, well who the fuck controls that then, like if its not me then who? C: Yeah like we don’t consciously control it, it’s more hormones. I think that annoys me just hormones controlling everything to be honest. I: Are any of you part of any female empowerment groups that may discuss the menstrual cycle? Or general female specific issues. C: I was part of the feminist society at uni. But I went to like one talk. P: I am part of Bristol city girl, it’s just all the females in Bristol, and they talk about personal things. You’d all actually really like that group, I can add you if you like? C: Yeah that would be cool. E: Yeah definitely, I mean I don’t like in Bristol but that’s cool. I: Why did you feel like you wanted to join those groups? C: Just really passionate about anything to do with feminism, female equality, and even more so when I went to uni because I was like wow men are actual arseholes, and the uni environment is so male dominated, like it’s all about sex and using women and not appreciating women, and finding everything they do disgusting and judging them for it. But men seem to be able to do whatever they want at uni and it’s fine. So I was passionate about it before, but 65

then going to uni it was even worse because you know these were supposed to be adult males but they weren’t. So I really wanted to talk to other people about things I was passionate about and see if I could make a change. Or put my passion into something like helping other people. P: For me it wasn’t to do with having a passion or an opinion, it was more like belonging. Because if you’re speaking to link minded people about these sorts of issues, then it makes you feel less alone. I: There are a lot of educational gaps around the subject of the menstrual cycle, do you feel like improving this education for men and women would impact the female empowerment movement. C: Yeah I think it would put us a lot more on an equal playing field with men. Although we don’t want to be patronised with men being like ‘oh i feel so sorry for you having a period’, as i said before i think just having an understanding of it being a scientific thing that is so natural to happen and not using it as an excuse to call women emotional, not using it as an excuse to pass off things as invalid, like womens feelings. P: I think it;s just so there’s less judgement around it so it;s just accepted as a natural thing, so there’s less of these sort of side comments. E: Yeah definitely the side comments and jokes just make me feel inferior. A: I think the education on real experiences women have like being authentic, and teaching that at places or work and schools, not just through like only female groups cos I just don’t think that would reach them. P: Yeah like men would describe it in a negative view point. C: With a lot of disgust around it. And I know that might not always mean to come across in a mean way because obviously, sometimes we even find it disgusting from our own bodies, i think they need to understand the implications of their words on us, because it makes us really self concious, like whether there is like a smell when you have your period, how it looks, how it makes you feel, wearing pads makes me feel like I’m wearing nappies, it’s just the most unsexy thing ever, I feel. So i think they need to find that balance of oh you poor thing, but not being like ew that’s disgusting. I: Have you ever been judged by other women whilst you’re menstruating? C: I’m judged by other people all the time by being too open, but maybe if people like smell it. But usually there’s not much judgement around it because a lot of people have it. P: I don’t think women no. I: Do you know what the menopause is? E&P&C&A: Yes I: What is the menopause in your opinion? E: Isn’t it like when you stop having periods, like your eggs are no longer produced? P: Yeah like you can get hot flushes but it’s only when you’re older. A: Yeah like it’s when you stop producing eggs? I don’t know I literally know nothing about it. C: You stop having your period but you also go through a lot of different changes, you get a bit of hot flushes, you get hormonal, you get a bit bitchy, bit tired A: You can’t have babies. P: The biological body clock and all that. I: And how did you know this information? P: From like tv I think. But I’ve never spoken about it to anyone. E: Yeah I genuinely don’t know anything about it. But mainly like seeing articles on Facebook or something. I: Have you ever had any thoughts about you going through the menopause? C: Um, I don’t know, I mean sometimes I get worried about early onset menopause so like I can’t have children. 66

P: Not really. A: No. E: No. Like I know it’s something we all go through but like it makes me sad to think about now like, I don’t want to get old and feel like that’s a big symbol of age. C: I mean yeah it would mainly been through social media some random things will pop up and I’ll be like oh yeah, that’s going to happen. I: What do you think societies opinion of women in the menopause is? C: I feel like there isn’t really an opinion I just don’t think it’s talked about. P: Yeah like I don’t think many males would know what the menopause is to have an opinion on it. E: Like I don’t know it’s not spoken about directly, but I know that like, older women aren’t really accepted A: Like I have seen a few older models but I think that’s more on ageism over menopause stigma. I: What are your hopes for the menopause? C: That it’s not early. E: That I don’t loose myself. A: I don’t know. P: Yeah more that I don’t have it bad. C: As long as I can have kids I don’t care. I: Do you know what the symptoms are apart from hot flushes? P&E&C&A: No *Interviewer shows list of symptoms to focus group. How does that make you feel? C: I think seeing that is weird, I had no idea about those, like it seems like quite a big thing, but I know nothing about it. A: I still feel the same about it really. P: Yeah I mean it makes me think like oo I don’t want to forget things but I feel like it’s so distant a worry that I don’t need to worry about that yet. E: Yeah like I have so many other things to worry about right now, I have other things to worry about other than like sitting and worrying about something that happens to everyone. Like there is nothing I can do really so why worry? C: I feel like I would know more about it if like brands incorporated it into their campaigns or something that use older models, but like a modern brand that I already pay attention to. Like if i saw other girls talking about it i’d be more interested. I: Ok great thank you. And finally do you feel empowered by this conversation? C: Yeah, it’s been really nice to talk about it. P: Yeah, i think so it’s good to open up this much, I don’t think I’ve had a conversation like this E: Yeah it’s been super empowering like getting together and like actually laying out how we feel and like what that means for not just us but like every other women and girl, like I don’t know. A: Yeah it feels like if we’re all connected by this thing that clearly affects us, in some way or another like in life, we shoul band together more. P: And it’s good to hear other people’s experiences and opinions about it. C: Like you might talk to your friends about it like ‘oh my periods annoying me’ or something, so like maybe we have answered some of those questions we 67

would have talked about at some point but not all at once. I: Great thank you. This focus group is now over. *at the beginning of the focus group I asked the girls to write down what they thought of their menstrual cycle. General notes At first the participants were nervous and confused by the conversation, but toward the end their answers became more in depth and complex, allowing for great debate Analysis: Ana was the least vocal participant of the group, and she hesitate using colloquial pauses like ‘um’, whereas the more vocal, confident participants, Charli and Phoebe were clear and concise in their answers. Despite this cohort being more open and able to discuss issues, there will still be outliers with individual preferences. Mostly all the women rang their mother first, this is evidence for the mother daughter replication community group. Both phoebe and charli commented on not feeling themselves, or they cannot complete an task they find integral to who they are due to their period. The mentalside effects of this are often depicted as women eating chocolate and being emotional, but not being 100% yourself each month could impact your ability to see ahead, as you know there is a moment each month in which you are incapacitated, you are not a whole person within society. Participant C commented that when males use cultural euphemisms in terms of her period, she feel invalidated when expressing herself. This feeling of when an emotion is related to their period it becomes invaild, demonstrates the low opinion of the menstrual cycle through societal conditioning, but also relates to the womb being an involuntary muscle, the ownership is not ours. Participant E commented on how uncomfortable she felt. Normative gender expectations are ingrained into our psyche to the point in which those roles are altered, in this instance, men being seen as vulnerable, even women who have been brought up in a fairly contemporary way of life, find this change uncomfortable and shocking. The question as to whether women to an extent find the familiarity of gender roles comforting, in some aspects of life. This question could be evidenced through women using their periods as an excuse to get out of certain activities Participant C’s comment about not feeling she is able to talk about her period as it is like discussing her vagina in public. Both the vagina and penis are often automatically linked to sex, as it is our reproductive organ. As men don’t have a monthly occurrence that would mean their penis could be a regular point of discussion. As males don’t understand or relate to this organ being a regular part of their consciousness in public discussion, females are made to feel ostracized through this gap in relatability. The participants mentioned that they discuss their menstrual cycle with friends who can relate to them, this lack of relatability is continuing to deepen gender disparity between males and females. As women we feel the need to justify and explain our emotions, it is an accepted understanding that women have more complex emotions, yet males reduce this to one single process that, to them, controls our whole being. Women are being defined and ultimately reduced to their vagaina, which may be due to the normative cultural beliefs on women’s role as childbearers, and women being sexualised through the media. The opinion that the scientific process cannot be explained without the thought of abortion coming into the discussion implys how deeply the negative vocabulary used within medical discussions or textbooks, influences views on the menstrual cycle. Immediate reaction to when faced with others and a symbol of menstruation is to joke or make light when addressing it. This could be through male interactions in which they use menstruation as comedic material. A mimic of male culture around the subject makes women feel less isolated from the opposite sex, and less alienated. There is an air of judgement, almost superiority from P as E still is concerned by societal judgements compared to her, implying an element of maturity that E does not possess. This links to how Patsy Kensit experienced internalised judgement from other women. This is an interesting issue and will be explored further in Stage 2. Participant C found that external factors drove her to find other like minded people in terms of joining a female community group, which she found best through a person to person community. Whereas P found an online community with a wide range of people both inside and outside her lifestyle more beneficial. But the common thread is a community of women, and finding solace in relatability. They are curing the isolation a male dominated world, which is driven by a lack of understanding of the female experience. Participant E commented that the menopause makes her concerned about getting old, this evidences that the menopause should be reframed positively as a new lease of life rather than the end of life

BECKY GREEN, Menstrual cycle participant diary. 21 Nottingham / Leicester Student with part time job as sales advisor Day 1 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Fear and Anger Please share your experiences today, in relation to your menstrual cycle? Experienced excruciating pain, had to regularly take ibuprofen & codeine tablets to combat the pain. The tablets made me very lathargic and therefore I didn’t feel like moving much or speaking to anyone through the day. I became very moody and I was very aware of that so went out of my way to keep myself to myself, which meant I had to miss out on a meal with my friends. Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. I explained to my mum that I was in a lot of pain and she was able to help me by providing me a hot water bottle. She was nice to me through the day as I was easily agitated. Did your period prevent you completing any tasks today? If so please detail, if comfortable. Yes, as I stayed on the sofa for the duration of my day I was much less productive. Also as my mind was very much focused on the pain I was in, I was unable to complete any uni work. And as previously mentioned I didn’t attend a meal with my friends due to being grouchy and feeling sorry for myself Notes Section (please write anything else you would like to discuss or add). I absolutely dread my period every month as I’ve always struggled with the pains and the side effects of the stronger medication I take. I feel quite vulnerable when I’m going through it, especially in the first day. I get periods quite light so I’m not actually bothered about the bleeding or worried about that, it’s the just stomach cramps that I really struggle with. Day 2 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Sadness Please share your experiences today, in relation to your menstrual cycle? Today the bleeding became lighter (even lighter than normal) however the pains were still bad, I carried a hot water bottle around with me for most of the day, and even took it to work with me. Found it slightly embarrassing having to hold it at work but it meant that I could stay at work with less pain. Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. I told my team leader at work (another female) and explained that’s why I had a hot water bottle with me, we laughed about it which made me feel slightly better. Did your period prevent you completing any tasks today? If so please detail, if comfortable. Not as much today as it did yesterday, but still felt like I didn’t want to be around people as much because I wasn’t feeling myself or talkative. Notes Section (please write anything else you would like to discuss or add). I feel a bit better today knowing that I will be off my period soon as they don’t normally last long. Day 3 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Happiness Please share your experiences today, in relation to your menstrual cycle? I was very very light, almost finished bleeding. Experienced less cramps however still felt the occasional twinge in my lower abdomen. 69

Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. I spoke about it with my friends who I was with and the lad that I am seeing, as we were all together. We didn’t speak about it in detail but we laughed about how unfortunate women are to have periods! Did your period prevent you completing any tasks today? If so please detail, if comfortable. I went to a rave today which had been planned for a long while with my friends. This meant I felt a bit uneasy taking medication for the cramps as I knew I’d be drinking alcohol so I decided not to take medication today and just hope that my cramps werent that bad. Also I was bothered about when I’d be able to change my tampon throughout the day because the event went on from 3pm-12am so I knew I had a long day ahead of me. There were portaloos at the event which put me off changing my tampon as regularly as I’d like to due to it being SUCH an unhygienic environment, but luckly my friend had hand sanitizer with her to make it a little bit better. After a few drinks I became less bothered and by the end of the day I’d pretty much stopped bleeding anyway which was a relief. Notes Section (please write anything else you would like to discuss or add). I experienced a short period this month (normally I get them for about 4 days) so 3 days was a nice change! Overview Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Sadness Did you have to buy any menstrual products such as tampons, pads, or other? Yes If the previous question was Yes, did you do this task alone, or with another/others? Please give details where possible. I purchased these on my own (by coincidence, not because I was bothered about others knowing as this is a task that doesn’t really phase me) Are you currently on any form of contraception? If you feel comfortable to explain, what was your motivation behind this decision? No, I used to be on the pill but I came off due to it giving me issues with anxiety and bloated me. I was on the pill for 6.5 years before I came off.

ELENA FORSON, Menstrual Participant Diaries 21 Newbury/Nottingham Student Day 1 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Happiness Please share your experiences today, in relation to your menstrual cycle? Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. Yes my boyfriend as I was with him and I always complain when I am due on Did your period prevent you completing any tasks today? If so please detail, if comfortable. No Notes Section (please write anything else you would like to discuss or add). Day 2 70

Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Anger Stressed as I have a lot to do before I go back to university, but I have period pains and I just want to lie in bed eat and watch Netflix Please share your experiences today, in relation to your menstrual cycle? Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. Yes my dad as I needed a hot water bottle for my period pains Did your period prevent you completing any tasks today? If so please detail, if comfortable. Yes I didnâ&#x20AC;&#x2122;t get as much done as I would had in a normal day as I just wanted to lie down and watch TV till I felt better Notes Section (please write anything else you would like to discuss or add). Day 3 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Anger Please share your experiences today, in relation to your menstrual cycle? Pretty much same as yesterday with the period pains ext Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. I complained to my fmaily and boyfriend and warned them it was the reason for me being grumpy Did your period prevent you completing any tasks today? If so please detail, if comfortable. No but it did make me feel uncomfortable doing a 2 and a half hour journey in the car back to uni in case I leaked Notes Section (please write anything else you would like to discuss or add). Day 4 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Fear Please share your experiences today, in relation to your menstrual cycle? Anxiety of being back at uni which is heighted being on my period Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. Not really â&#x20AC;&#x201C; might had mentioned if I am a bit off its cause I am on my period Did your period prevent you completing any tasks today? If so please detail, if comfortable. Nope Notes Section (please write anything else you would like to discuss or add). Day 5 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Fear Please share your experiences today, in relation to your menstrual cycle? Same as yesterday plus stressed with uni work with again is heightened with my period Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. Same as yesterday 71

Did your period prevent you completing any tasks today? If so please detail, if comfortable. Nope Notes Section (please write anything else you would like to discuss or add). Overview Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Fear Did you have to buy any menstrual products such as tampons, pads, or other? Yes If the previous question was Yes, did you do this task alone, or with another/others? Please give details where possible. I did it alone when I was in town but it wouldnâ&#x20AC;&#x2122;t bother me doing it with anyone Are you currently on any form of contraception? If you feel comfortable to explain, what was your motivation behind this decision? I am on the pill but about to come off it and get the coil as I think it is giving me mood swings and I want a change, ALICE GARRATT, Participant Menstrual Diaries 21 Nottingham Student, Fashion Marketing and Branding Day 1 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Sadness, im stressed and this is NOT helping Please share your experiences today, in relation to your menstrual cycle? Really bad pains all day although no actual period, it can at around 8pm when i was home Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. Yeah, with my house, they gave me hugs and made me some tea Did your period prevent you completing any tasks today? If so please detail, if comfortable. Yeah, i was going to write some more of my diss but i was in too much pain so just sat and watched TV Notes Section (please write anything else you would like to discuss or add). Ive just started a new pill, i normally have a week off where i dont take my pill, but the new one doesnt, i just take it every day with no breaks. Me period was a week and a bit late and my pains have been worse than normal Day 2 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Neutral - im too stressed to have emotions Please share your experiences today, in relation to your menstrual cycle? My periods are never heavy so i always have quite an easy period, pains in the morning but around 2pm they have stopped Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. No not today Did your period prevent you completing any tasks today? If so please detail, if comfortable. 72

Day 3 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Happiness Please share your experiences today, in relation to your menstrual cycle? No pain, light flow Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. No Did your period prevent you completing any tasks today? If so please detail, if comfortable. No, Notes Section (please write anything else you would like to discuss or add). Day 4 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Happiness, Stress Please share your experiences today, in relation to your menstrual cycle? No pain, light flow Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. No Did your period prevent you completing any tasks today? If so please detail, if comfortable. No, Notes Section (please write anything else you would like to discuss or add). Day 5 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Happiness, Please share your experiences today, in relation to your menstrual cycle? period over Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. No Did your period prevent you completing any tasks today? If so please detail, if comfortable. No, Notes Section (please write anything else you would like to discuss or add). Overview Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Normal, my periods donâ&#x20AC;&#x2122;t really effect me, apart from the day before I bleed, i have slight pains Did you have to buy any menstrual products such as tampons, pads, or other? Yes 73

If the previous question was Yes, did you do this task alone, or with another/others? Please give details where possible. With my sister in a supermarket, we were shopping for supper that night Are you currently on any form of contraception? If you feel comfortable to explain, what was your motivation behind this decision? Yes, i take a daily pill. Ive taken a pill since i was like 16

CHLOE WIGHT, Participant Menstrual Diary. Chloe Wight 20 West Bridgford, NOTTINGHAM Student Day 1 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Happiness Please share your experiences today, in relation to your menstrual cycle? Today I was heavy due to ending my contraception. Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. Willingly to both my boyfriend and my mum. As I have recently just come off the contraceptive pill I have been on. Did your period prevent you completing any tasks today? If so please detail, if comfortable. No Notes Section (please write anything else you would like to discuss or add). Day 2 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Surprise Please share your experiences today, in relation to your menstrual cycle? My period wasnâ&#x20AC;&#x2122;t as heavy as expected - this surprised me. Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. Unwillingly - nothing out of the ordinary. Did your period prevent you completing any tasks today? If so please detail, if comfortable. No Notes Section (please write anything else you would like to discuss or add). Day 3 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Surprise Please share your experiences today, in relation to your menstrual cycle? Still surprised that my period isnâ&#x20AC;&#x2122;t heavy. Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. I willingly discussed with friends the matter that my period was really light. 74

Day 4 Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Happy Please share your experiences today, in relation to your menstrual cycle? Only spotting today, coming off period. Did you discuss your menstrual cycle willingly/unwillingly with anyone today? Please detail this experience. No I didnâ&#x20AC;&#x2122;t discuss this with anyone today. Did your period prevent you completing any tasks today? If so please detail, if comfortable. No it didnâ&#x20AC;&#x2122;t. Notes Section (please write anything else you would like to discuss or add). Overview Which of The Universal 6 emotions do you relate to the most today? Happiness, Sadness, Anger, Surprise, Disgust, Fear. If you do not feel any of the above please put neutral. Please give as much detail as you can. Surprise due to the fact that my period was lighter than expected after months of being on contraception. Did you have to buy any menstrual products such as tampons, pads, or other? No - because I already had some sanitary towels. If the previous question was Yes, did you do this task alone, or with another/others? Please give details where possible. With my sister in a supermarket, we were shopping for supper that night Are you currently on any form of contraception? If you feel comfortable to explain, what was your motivation behind this decision? Not any more.

LITERATURE REVIEW Fashion and Fetishism, B. Kunzle, 1982 George Prior Associated Publishers Ltd. London Positioning the corset as having the most negative connotations in modern societal views than any other historical dress. Fashion fetishism (an individual or group redirection of the sexual instinct onto an aspect of dress). However, the benefits of this article of clothing are overlooked (physical support, erotic pleasure) due to assosiation with female sexualisation and imancipation, it having a repressive function. Fetishism came from a time when the sexual repression levels were intolerable and new avenues of sexual expression formed ie. fetishism. Corset/wide spread fashion of tight lacing “the surest indication of woman’s sexual enslavement”. Also used to show the progression of contemporary fashion or societal concepts of the female (used for or against). The beginnings of the sexualisation of women through fashion. However, the defamation of the corset was largely started by (Rousseau, Napoleon, Renoir) were autocratic males with a low opinion of female sex, who prefered natural women. Women who took charge of their sex, their forms, challenged the oppressive male figures who deemed the female body theirs to own - so it should be questioned whether the negetive connotations of these fetishised objects are truly evolving the female empowerment movement, or bowing to male opinions. Also to this no other key feminist figure has called out the corset for sustained attack. On the other hand this contradicts key movements within fashion for female empowerment such as Chanels introduction and popularisation of the trouser suit for women. The corset was a barrier to achieving parity with male counterparts “I can see no business avocation in which woman in her present dress can possibly earn equal wages with man” (Susan Anthony, Reigel p. 391) This focus on fashion objects being fetishised which has caused imbalances in gender equality could however cause a focus onto frivolous matters rather than the importance of the discussions being listened to. Comparison to Chinese foot binding - more positive as initial choice of rebellion against popular fashion which evolved into oppressive. Corset was abandoned around the French revolution and after the First World War. Tight lacing reached it’s peak when the feminist movement truly launched and was highly productive 1870-80s. Reform comes after high peaks of repression, the liberalization of attitudes toward sex came after the highly repressed period of early-mid victorian era (growth of sport for both sexes, birth control etc). “The perception and self perception of woman as a sexual object, represented a necessary, pioneering and even courageous effort to come to grips with instinctual, life-enhancing components of human nature, which the previous age sought to suppress”. This sexual revolution contributed to the breakdown of the repressive stereotype of woman as a passive, exclusively home and children orientated and indeed sexless being, it should be regarded as progressive” Now however this sexualisation has been turned back on itself again to the demoralisation and debasement of women within cultures across the world through a now digitalised world, ie. porn industry, the monetization of the body has been democratised with a wider accessibility and gateways. All of the above p. 40-43 The Woman In The Body, Emily Martin. 2001. Beacon Press Books. Massachusetts Come back to this book for scientific text/diagram examples Two realms, the private sphere in the home in which women are most evident, where natural functions such as sex and reproduction. And a public realm in which men are most in evidence, where ‘culture’ is produced (book, schools, art, music, science), where money is made, work is done. Comments that high social standing is only achievable through the second realm, gives reason as to why females are traditionally perceived as lower need data back up for this. “The functions of the wife, except among the poorest class, are or ought to be exclusively domestic. Bear children, regulate the affairs of the household, and be an aid and companion to her husband”. Non productivity was a major indicator of class standing. Use this as evidence of why you completed your study in a middle class south area. As the 1st realm was seen as a break from nature and entailed the domination of nature, as the woman was key to the home and child rearing (natural world) they were therefore seen as dominated. The separation of these spheres pushes the remit of gender segregation. Sphere 1 is based on love, sphere 2 is based on financials, which is impartial, separate. Emotions are seen as weak, therefore women are seen as weak. Look into emotional gender differences. These occurrences in the home are ‘natural’ ‘bodily’ (and therefore lower), where as in work it is ‘cultural’ ‘mental (and therefore higher). Link this to Rothschild TED talk about gross. These spheres emerged sharply in the nineteenth century. Since it is possible in our way of thinking for some human beings to be less than full persons and since this condition seems to derive from the state of being dominated, it is quite likely that women are seen as less than full persons (look into Strathern 1984:17) Natural facts about women are used to justify social stratification based on gender. Mens and womens social roles were grounded in nature, by virtue of the dictates of their bodies. Sennett and Cobb, 1972:208. “The attempt to alter the present relations of the sexes is not a rebellion against some arbitrary law instituted by a despot or a majority - it is a struggle against nature; a war undertaken to reverse the very conditions under which, not man alone, but all mammalian species have reached their present development” The body and or female to male relations, being seen as a resource, familiarised by using a transactional metaphor. Susan Sontag “one has a limited amount of energy, which must be properly spent”. This theme is echoed in Mass Consumption and Personal Identity. Resource exchange. “The body is viewed as a small business, trying to spend, save, or balance it’s accounts” This is a radical view with deep importance for medical models of female 76

bodies, Menstruation positioned as pathological, a debilitating disease. Look into Havelock Ellis 1904. This also positioned the menopause in the same way, it was thought of as being likely to increase disease. This then reminds women of it being a sign of slowing down/decay/death. However, an opposing view of this is the theory that “the menopause is an ‘indian summer for women’ with increased vigor, optimism, and even of physical beauty” (Smith-Rosenburg, 1974:30). The Menopause : merely a conservative process to prepare the body for a more stable phase of existence. “An economic lopping off of a function that is no longer needed, preparing the individual for different forms of activity, but is in no sense pathological” The body viewed as a factory that produces substances, this dominates the imagery that describes cells. Medical textbooks describe the events after an egg is not fertilized as negative in comparison to the description of the journey of the egg down from their ovaries to the womb. Words like “deprives” “hemorrhage” “loss” “diminished” position the menstrual cycle as negative, showing a preference toward women being positioned as baby makers, and each time this is not their choice, is it wrong. However, it must be questioned, is there another way to position this language, or is this just medical fact? Are we being sensitive? Or is that question along the stigma trying to be changed, that women are ruled emotively over scientifically? “When fertilization fails to occur, the endometrium is shed, and a new cycle starts. This is why it used to be taught that ‘menstruation is the uterus crying for lack of a baby’” (Ganong, 1985). Very factual text book, apart from the description of the menstrual cycle. Both the menstrual cycle and the menopause are seen as failures of the authority structure in the body, which through men dominating medical fields, and traditionally being from the second realm (economic realm) they understand this to be a negative occurrence as they understand business structural failures to be detrimental to success. This ultimately brings us back to the notion of women only being successful through childbearing and birth. Societal views of empty factories, buildings, businesses, being a symbol of horror (thanks to the industrial revolution) reflect onto the negative perceptions of menopause, and the menstrual cycle as both represent the end of childbirth. Education needs to be had around if a woman doesn’t have a child. Author describes menstrual blood as disgusting. “However disgusting it may be, menstrual blood will come out.” pg 46 A feeling of chaos, out of control, failure, include diagram of menstrual phase, changes to the endometrium during the cycle. The book is arguing that the menstrual cycle, and therefore menstrual blood be positioned as a product alongside the product of a baby, basing the structure of the body as a team rather than a hierarchical organisation structure with a controller. This in turn helps the positioning of the menopause. The menstrual cycle and menopause working in tandem. Describes women’s positions as fragmented and alienated. Look into book, Metaphors we live by. This could help looking into the positioning of blood in different cultures. Author found through interviews women see themselves as separate to their bodies, and your body is something you must adjust to or cope with. Your body needs to be controlled by yourself. Menstruation is a process you have to go through, it just becomes a process of life that you deal with. The side affects of the three stages are described as ‘the contractions’ ‘the cramps’ ‘the hot flashes’ this separates them from the females, she does not own these experiences, they are something that is happening to her, no control. In my primary research look into if this is what women actually want, or for those who have it bad, does this separation help as a coping mechanism. Also look into the drugs administered as a separation technique during birth. This all links to the intimacy of self idea to be introduced. The uterus is an involuntary muscle, likely influenced this separation, however it is unlikely this is common knowledge to most of the female public - this should be followed up in primary research. However, in the 19th century women were thought to be controlled wholly by their ovaries and the ‘paramount power’ of the uterus, contradictory. The three stages are not described as acts women do with descriptions of physical sensations. Even articles trying to reposition the menstruation process for example, as positive, talk about reclaiming your body, make the menstruation their own. Women cannot recognise the verbal images as fragmented as they speak on the three stages. It is not recognized by them, implying it is ingrained deeply into society. One woman interviewed felt she had failed as she needed assistance in delivering the baby, implying that the role of mother is subconsciously held the highest, and if this cannot be accomplished, then she is no longer a whole person, she views herself as a failure. So this questions the benefit of taking on, and owning these acts as an individuals own, as the guilt if it doesn’t go right can be negative on a woman’s mental health. Menstrual blood is related to death and disease, or is seen as messy and a hassle. Others mention the feeling of being dirty. Most of these relate to the use of pads. Lack of education correlates to self loathing and viewing menstrual blood as dirty. The menstrual cycle is positioned as having a place it belongs and does not belong ie. school work public. Womens bathroom is a place of freedom to express themselves in a world where expectation control movements. Private places are used to form alliances within the workplace. However, does this idea just forward the notion of a ‘mothers meeting’ in which women gossip, and is this still a plausible idea in a world so driven by digital we have become isolated from each other. Everything labelled taboo has the potential for rebellion. Historically, “in Anglo or European history, menstruating women were believed to cause meat to go bad, wine to turn, and bread dough to fall” pg 97, Porter 1969:22. Menstruating women could virtually not touch anything on the table. This is used as an example of women’s exclusion from society through mens horror at the product of the uterus, the defining biological factor of a woman. The author counters that this was providing women with rest due to food preparation being one of her main roles during that time. The question should be asked, do modern women want to be given an out (separation) or and in (no exceptions/leeway) Women in China are given a month in bed after childbirth eating nourishing good, labelled unclean. Yet they see this as a positive break from work. Women see the menstrual cycle as positive as it is a symbol of being a woman, viewing it as proof they’re a woman even if they choose not to have children, they use it to define their gender. This also joins women together, it is a community. However, link this to the common feeling of disgust associated with periods, women then view an integral part of what makes them female, as negative. Middle class women who have more opportunities within forces and means of production within society view pregnancy as a form of mobility out of the family home, where as poorer classes view pregnancy as something that includes then into society. They don’t have as much access to forces and means 77

of production in society, a baby is seen as a way of acting in the world, producing something - societal acceptance. Two sides, pro production and reproduction vs. pro life and pro choice. Lack of knowledge on tampon insertion, unless helped by family member/friend, which ultimately leaves them having a closer bond from this experience. Women were warned in the 19th century not to divert energy away from the uterus and ovaries particularly in puberty as this was a curcial time for the proper development of a woman. Edward Clarke in sex education implied women should stay home because of their bodily functions. A correlation was found in 1944 between women taking less time off work when an insurance company stopped paying for menstrual absenteeism. Saying “that when women miss work because of menstrual complaints they are indulging in ‘a bit of socially acceptable malingering by taking advantage of the popular stereotype of menstrual incapacitation” is this still true today? Do women use that as an excuse Earlier cultures and beliefs have indicated hot flushes were welcomed as a sign of purging, evidence of strength, inner harmony, and balance. The menopause and the menstrual cycle are both changes of great physical and emotional toll in which after some women are not able to recognise themselves. Is this one of the issues that should be battled, regaining the self after mass change. Related the definition of embarrassment to the menopause ‘blushing’ ‘confusion’ ‘sweating’. Goffman’s definition of embarrassment, also look at Edelmanns furthering of situations that can cause embarrassment. Links to social situations in which embarrassment can arise is when you confront others with a self, but then another unexpected self rises up that is incompatible with the present. As we possess multiple selves, bricolage. It is the disruption to the groups feeling within a room that can leave the woman alienated, she is not feeling what everyone else is in for example the temperature of the room, she then therefore cannot relate to others and is an outsider, not belonging to a social group. Use need to be included quote from future thinking. As the physical reactions of embarrassment and the menopause are very similar, an external viewer of the situation would not know the difference and assume the person is embarrassed. This social assumption could then reflect this onto the feeling of a hot flush, therefore leaving women feeling embarrassed, even if one isn’t. “The woman’s body is a hierarchical, bureaucratically organised system under control of the cerebral cortex and a manufacturing plant designed for the production of babies” In reflection of the above statement, the menopause is seen as a breakdown of this authority. However, this author found most women described it as nothing, with no indication of negative feelings toward this ending. Look into the correlation between the menopause ending badly or indifferently, and the positive or negative feeling accompanied to this. Young women who were interviewed, looking ahead to the menopause, commented they believed it was a time when the body is out of control. “That’s one of the biggest things we have to change if the world is going to be sensible and civilised for women to live in” (Meg O’Hara). Is this due to lack of knowledge/understanding? Has this changed. The phases of menopause and menstrual cycle are often used to cloak women expressing themselves, or standing up for themselves, as a blip in their temperament due to the change in her physical state. The menopause is a part of life. The menopause is not used like menstruation to turn private spaces into seditious purposes. This is typically announced in public spaces through the question ‘is it hot in here’ which leads to embarrassment which ultimately leads back to female symbols of subordination: heat and emotion. The outside view of the menopause is out of control, the inside view is a release of energy and potentiality. With some women utilising the anger/strong emotions to aid their expression for their desire for a different world. Femvertising and Empowerment This book as a good structure for actual report. Other books/academics/writings to look into from this book: Ana Blloshmi 2013, Advertising in Post Feminism: The Return of Sexism in Visual Culture. Journal of promotional communications. Andi Zeisler, Feminist Scholar Mary Beard, 2017. Women and Power: A Manifesto. Sydney Calkin, 2015. Post Feminist spectatorship and the girl effect “Go ahead, really imagine her”. Rosalind Gill and Shani Orgad, 2017. Confidence culture and the remaking of feminism. Laurie Penny, 2017. Bitch Doctrine: Essays for dissenting adults. Historically advertising has mirrored society, rather than challenged it in the name of change/progression. This reinforces stereotypes and prejudices. Adverts desensitize audiences to certain ideologies and, in consequence, contribute to shaping society. (Ana Blloshmi 2013,) Look into author he discusses desensitizing audiences to ideologies). This is event more of an issue now due to brands targeting consumers 24/7 through various channels. The ASA and CAP issued a report on gender stereotypes look into this. Prevents the mocking of not fitting into gender stereotypes and furthering stereotypical roles and characteristics through adverts. Feminist Scholar - Andi Zeisler. Claims that femvertising can never really empower women in the true sense of the word. It is exploiting the movement Capitalist versions of empowerment are used through advertising to avoid true equality. Argues that mainstream advertising is one of the major vehicles that contribute to shaping social norms. Science is a fact, data based field that is supposed to be free from prejudices, so largely influences our way of living and thinking. The issue is unconscious bias. It is a circle of media, politics, and science that continue the inequality, empowerment is an important tool to break this. If power is positioned as an object that can be owned or wielded (which is mainly by men) then women as a gender are excluded from it (Mary Beard 2017). Male gaze and male voice is prominent in advertising Women control 65% of household incomes (Onuoha 2016) but less than 25% of creative or design roles are held by women in advertising (Usborne 2016). Merely the ability for women to choose for themselves will not result in structural change, as these choices have been conditioned by societal restrictions/ expectations 78

Normative beliefs, good language to use. Advertising selectively mirrors only certain parts of society. With the above in mind advertising should be used to contribute to empowerment as it can shape society. 91% of women believe how women are portrayed in adverts has a direct impact on young girls self-esteem (Skey 2015) Femvertising definition: advertising that employs pro-female talent, messages, and imagery to empower women and girls (Skey 2015) First examples of femvertising was Nike in 1970s using language of feminism and empowerment, and Doves 2004 ‘Campaign for real Beauty’ Femvertising ads tend to address gender stereotypes and a plea for women to feel empowered by their body or the right product etc.. These adverts usually contain a catch for example, this girl can by sport england encourages women to be empowered by their bodies no matter what size, if they are leading an active lifestyle, same with the throw like a girl ad. Good examples of empowering adverts also include things that are current that are obstecles for empowerment ie. gender inequalities were outlined in audi’s Daughter ad through one girl winning a race out of all boys. This gives the viewer a take away message to hold onto, to think about. Shows how you want to change the issue but also shows the current challenges Look into Unstereotype Alliance. Look into women’s rights to bodily atonomy. Femvertising is used as a mask to avoid real issues and structural change. They call for women to change their own views of their bodies to have a chance at equality, rather than making real change. Question if this is pessimistic, These adverts are substitutes for real feminism, watered down. Female empowerment is only desirable when it ‘to the extent that it generates overall economic growth’ (Calkin 2015) The emphasis if females changing over societal stereotypes. They are being asked to change/improve their appearance, mindset, confidence, self awareness, under the guise of feminism, more specifically, female empowerment. This once again places the blame away from the second realm, and putting the blame on women Gill and Orgad comment that women are made to realise they are being held back by their own insecurities rather than institutionalized sexism, structural inequalities, or cultural forces (2017). “The purpose of ads is to sell a product or change consumers perceptions of brands” (pg 18), this goes against the essence of feminism which is to put more power into the hands of women, and not profit into the pockets of companies (Penny, 2017, p230). Unilever’s company dove presents the ideology that everybody and skin tone is beautiful in the global north but in the global south sell skin lightening creams. Continuity is key. As feminism is a global movement, you have to take all cultures into consideration. Topic proved highly subjective in authors research through varied answers in interviews. This is a common thread. All women interviewed agreed (even if they had negative views of topic) advertising is the right place to focus empowerment efforts on, as they believe this is the best way to educate mass audiences on subject matters due to its accessibility. Women do feel empowered by femvertising as it is accessible to mass audiences, which is the most efficient way to spread awareness and start conversations. Themes found through research: relatability, stereotypes, education (most important, as used as the justification as to why femvertising is valued), agency, peer support (comradery was appreciated the most) , diversity (of the cast of ad. Participants felt more empowered by ads with men, women, children, different ages etc as this builds trust). Ideal empowerment ad: Inclusivity, the ad should not sell empowerment but sell a product (an ad can be empowering without pointing it out, through diversity, varied stories, and removing stereotypes, ads should also be supported by CSR initiatives), and a focus on education (this includes education around social issue, but also product within true transparency to give consumers true choice, which in itself is empowering). General consumer think femvertising is ‘going in the right direction’ yet feminist scholars are critical of the trend, questioning it;s intensions. They believe it is a capitalist tool to enforce consumerism, masking true issues of inequality, avoiding structural change. There is a conflict between historical academic views of what should empower women, and what actually empowers women in the present. Femvertising is one of the processes in which to change consciousness which are needed to change the dominant discourse in society in order to enable true equality. This idea of not selling empowerment, but being empowering, links back to the ideas from the future thinking report in which diversity and inclusivity were analysed, commenting that diversity is now the old remit, we are focusing on inclusivity. Diversity through not only physical attributes but also experiences. The rise of Neolibral feminism Based in the US Books Arlie Hochschild and Anne Machung’s The second shift. Focuses on womens negotiations between work and home life. Neoliberal Feminism is not a philosophy but rather a self help programme for upper middle class women Teaching women how to shatter the glass ceiling without neglecting your family. Donald trumps win signified a backlash against the feminist agenda having a larger stage. “It is a violent backlash against women’s progress” Trump reinstated Global Gag Rule which prevents any non-US, nongovernmental organisations that receive funding from the US from educating, providing, or advising women on abortions. During the 1990s and the first decade of the millennium was the post-feminist era, that equality had been achieved (according the middle class whites) and there was no reason for a continued mass womens movement. This came in line with neolibralism. 79

How Women Experience Menopause: The importance of social context. Winterich and Umberson 1999 Popular culture and medical practice construct the menopause as a time of loss (Coney 1991 and Love and Lindsay 1997). As beauty is associated with the young female body. Find evidence of this, example of advertising maybe? Gynecology books describe the menopause as reproductive or ovarian failure. Negative connotations from a data, fact based industry has conditioned society into thinking of it in a negative space. However this author has found women view menopause as a neutral or positive experience. Women post menopause have positive feelings toward the menopause whilst those perimenopause have a negative perception. Lack of education/research? External life events such as medical issues, marital or family issues make menopausal symptoms unimportant. Find out what percentages of women suffer badly and what percentage don’t. However the examples used within the journal are of larger medical issues such as cancer or debilitating illnesses “The Menopause is a detail in the background of other stressors” Other external factors such as family, friends, and doctors shaped womens expectations and experiences with the menopause. Negative cultural constructions of the menopause resulting in ‘old wives tales’ scared women when they were younger. This is no longer an issue due to access to information through the internet, however question other methods girls could become worried about this phase? Or are younger cohorts so focused on their presentation of self within a digital age their only concern in the present (within regards to themselves). Women’s Empowerment: What Works, Andrea Cornwall 2016 Describes female empowerment as a journey down pathways, with treacherous elements as well as horizons of positive opportunities. This can be travelled alone or with others. This is the author’s reasoning for the need to provide pit stops to gain ‘road maps’, tips, and help with clearing obstacles during this journey. Empowerment in 2006 was seen as opportunity structures and an emphasis on assets. “Empowerment is the process of enhancing the capacity of individuals or groups to make choices and to transform those choices into desired actions and outcomes. Central to this process are actions which both build individual and collective assets and improve the efficiency and fairness of the organizational and institutional context which govern the use of these assets” Alsop, Heinsohn, & Somma 2005. In the 1980s and 90s the, empowerment was about transforming power relations in favour of womens rights and greater equality between women and men (Batiwala 1993, 2007) providing women with loans, business opportunities and the means to generate income may enable them to better manage their poverty, but to be transformative, to address the root causes of poverty and the deep structural basis of gender inequality, calls for more than facilitating women’s access to assets or creating enabling institutions, laws and policies. Two vital levers are needed. The first is processes that produce shifts in consciousness. This includes overturning limiting normative beliefs and expectations that keep women locked into situations of subordination and dependency, challenging restrictive cultural and social norms and contesting the institutions of everyday life that sustain inequity. The emphasis is placed on women changing their self image, women need to be liberated not from societal conditioning with changing external factors, but changing their perceptions of theirself being weak and inferior. This internal change will then allow them to challenge existing power equations within both the first and second realms. A form of changing of what a woman or man should be or do, It can also include women coming together with other women to share experiences, experience and offer solidarity, shifting in the process the way they come to think of themselves and their entitlements not only as individuals but also as people who share something in common (Cornwall 2016). This is good evidence for community and education in stage 2/recommendations. Look at the frame work developed by Gender at Work which outlines the process in which people stand back and inspect critically the beliefs about themselves and others they take for granted, and then using this expanded understanding to inform an analysis of what needs to change and how they can be part of that process of change. (2nd lever to allow transformative change). Found that when empowerment initiatives engage women to reflect, critically and consciously, on their own experiences and share this with others, there is a marked enhancement of transformative effects. Those who are creating projects, policies, and programmes need to be agents of change need to believe in empowerment for the movements to succeed. Front line workers need to be empowered in order for the empowerment to come through. The power of women’s economic empowerment of the regularity and predictability of income to allow them to plan and act. This again comes back to the empowerment of females and finance. It also emphasizes how important symbolic and social resources are to female empowerment. The monochromatic depiction of males and females being painted in easy to acknowledge ‘heroines and villains’ or ‘cardboard woman’ are ‘brakes on more transformative approaches to women’s empowerment’. This links back to first hand in in which you spoke about consumerism hindering female empowerment. Popular culture is highly significant in shaping the conditions under which women may experience something as empowering. Pathways found that television allows a glimpse into a life far from theirs, opening up their understanding of what is possible. Example - Pathways researchers Aanmona Priyadarshani and Samia Rahim (2010) explored how television opens up ‘different worlds, both familiar and unfamiliar’ (2014: 281) in the lives of Bangladeshi women in the slums of Dhaka. Viewing romances on screen challenged traditional understandings of intimate relationships; women took from television watching lessons in how to manage mothers‐in‐law and husbands, lending them relational agency and tactics for enlarging their domestic room for manoeuvre There is a danger that empowerment is seen as a government initiative, policy, or handout. Critical consciousness is needed to question taken for granted norms and, in doing so, make vital contributing to shifting power relations. It is not just about supplying women with resources and economic means, but it is necessary to change social norms and limiting self beliefs to alter their own horizons. 80

An expansion of womens consciousness and capacity to act. There needs to be a recognition of power on an individual level, which is then acted upon with other women who have had this same recognition. The authors studies show that “women organizing in collectivities of various kinds, brought together by external initiatives or coming together in collective action”. This is evidence for collectives being a strong vehicle for power to social change. However, question why group activity is the only possible way of bringing social change. “A growing body of evidence shows the significance of women’s organizing and women’s rights organizations as a force for positive change, both through grassroots organizing and their influence in securing laws and policies that promote gender equality” (Htun & Weldon 2010). Htun M, Weldon L. 2010. When do governments promote women’s rights? a framework for the comparative analysis of sex equality policy. Perspectives on Politics 8: 207–216. Pathways found that medium to long term financing for women’s rights organizations, compared to short term project based funding, is more beneficial, as well as allowing them to set their own agendas. Giving them the tools and stepping back, trusting they know how to support each other instills confidence (as does the medium to long term financing which is likely to spread across multiple projects). “It is about investing in their capability to creatively respond to opportunities”. Good example of this is the Mama Cash fund. Even Ensler: Suddenly, my body. TED Talk 2010. https://www.ted.com/talks/eve_ensler_suddenly_my_body/transcript#t-73316 Discusses the separation of the self from the body. You have to start questioning this in relation to social and economic opportunities. “Me was always trying to become something, somebody. Me only existed in the trying. My body was often in the way” She relates women leaving their bodies to traumas such as abuse or violence from men. But she, personally, relates finding her body when she got cancer, a commonly understood traumatic event. External factors influence whether a body belongs to a woman, or is intrinsic to her being. Khadija Gbla, TEDxCanberra My mother’s strange definition of empowerment https://www.ted.com/talks/khadija_gbla_my_mother_s_strange_definition_of_empowerment/transcript The speaker was a victum of FGM (its purpose is to control female sexuality). This in her mother’s understanding was a form of empowerment as it stopped animalistic sexual urges. This again was a generational belief passed on through her mother to her, then to the speaker. Through the lack of a clitorus, the speaker did not feel whole, did not feel like a woman. This, however, was after the speaker had read teen magazines about sex and how women having sex we depicted in the magazine. Through experiencing another culture, only then did she realise she believe she was missing something. Is this a true feeling or is it more fear of missing out? Within her own culture, it is normal. Look into the benefits of exploring other cultures.

Missed Opportunities: Menstruation Matters for Family Planning The average female experiences as many as 455 cycles across her reproductive years. “Although menstruation is a frequent, natural process, it is often shrouded in stigma. Aversion to blood and bodily fluids, and beliefs that menstruation releases “bad” or “unclean” blood, evokes an image of menstruation as dirty” In India 48% of women did not know about menstruation before their first cycle, and didn’t understand the elements associated with the menstrual cycle, and these deficits lead into adulthood. Across 11 low to middle income countries fewer than half of young and adult women reported having everything they need to manage their periods. Note that most journals and medical books refer to the process of your menstrual cycle as ‘managing’. This links to the idea of the menstrual cycle being related to a business structure with resource outputs. Private/safe spaces to conviene during the menstrual cycle are rare for LMICs From the most recent surverys conducted by the Demographic and Health Survey (2000s or later), found that showed, from the 71 LMICs that were surveyed, a disparity in understanding of when ovulation occured within the menstrual cycle. This lack of understanding around the menstrual cycle could lead to an increased chance of pregnancy, due to LMICs typically using the rhythm method (awareness of ovulation patterns). This awareness is still necessary during perimenopause as “Fecundity levels decline with age, but even at age 45, approximately half of women (45%) are still fecund”. This is a little known fact. Again the lack of understanding about the effect the perimenopause can have on hormone balance can lead to unexpected pregnancies in LMICs. Hormonal contraceptives are not as commonly used as the irregularity in bleeding the hormonal pill can cause worry undereducated women about their health and fertility. This can cause women to leave work, however is it likely to many women in these countries will work, as childbirth/rearing is still likely their priority, so is this a worry? Also question what these cultures think of the menopause in contrast to their views on menstruation. “A qualitative study of U.S. females aged 14-24 presenting for implant removal within six months of insertion found that many reported being unprepared for bleeding changes, despite being informed to anticipate them” Link in primary research with the girls, phoebe said she wouldn’t have started the hormonal pill if she had understood more the mental health benefits, so people are being told but the methods used are not effective to gain true understanding. Educating girls within the early stages of menarche (around the age of 15) about the menstrual cycle can lay a strong foundation for later sexual health and contraceptive education whilst remaining within most societal boundaries. This should be questioned for LMICs such as India when menstruation itself is taboo, the solution needs to be found. This could also be females first entry point to engaging with healthcare providers. However, this study found negative interactions in formative years for 81

women with health care professionals, due to common unsympathetic approaches. Giving timely education to both men and women around the reproductive system and menstruation. Links with menarche and menstruation to family planning should be made. Linking family planning and menstrual education allows for a cost effective way to normalise the subject of menstruation, as linking it with a commonly accepted topic eases it into peoples concious, without bracing the subject alone. This is wider evidence for reverting the fractured nature of female biology. “Early, accurate and destigmatizing education on menstruation represents a clear opportunity for dispelling misconceptions about the menstrual cycle, fertility, behavioral restrictions during menstruation, the perceived impurity of menstrual blood and concerns about CIMBCs” Implies that better education on menstruation will allow for improved menstrual experiences for adolescents and women, which could offer a pathway to personal agency family planning seek to encourage/promote. This is not suggested as the single method to improve gender relations, but a domain in which women can improve their autonomy and regain compromised control. Notes that the menstrual cycle is integral to the female experiences of reproductive health and family planning in LMICs. Netflix, Explained, why women are paid less, 2018 Gender pay gap data: Israel (0.81 for every $). Poland (0.91 for every $), South Korea (0.61 for every $), When you go to the store you don’t get a woman’s discount, you pay the same as everybody else, (Hilary Clinton 2018) The gender pay gap is not just about discrimination. Origins of gender pay gap (US). Lower education rates due to expectations placed on women to leave, marry, and start a family (Women less intelligent social norm), lower work force participation (feminine jobs social conditioning), women should raise children and be home makers, women can’t hold power. Major explanations for pay gap. Many of the above factors shrunk as women broke social norms, bar one, raising children. Surveys conducted show a negative view on women with young children returning to work, compared to the higher percentage of people who believe men should. This relates to the missed opportunities for menopausal women, as the stigma surrounding mothers going back to work, mean that women can only go to work once their children are older, yet the ageism issue and stigma around menopausal women deny them opportunities. It is more about a motherhood penalty over a gender pay gap, the gender pay gap exists of course, but mothers are disadvantaged compared to women without. Women without children get 96% of every dollar men make. Iceland and rwanda have almost closed their gender pay gaps. Up until 1994 women in rwanda couldn’t public speak, married women couldn’t open a bank account without a husband’s permission. After the violence in 1994, the population became 60-70% women, altering the social fabric of the culture. Women grew into the workforce through necessity to fill roles that the lack of men had left. Equal rights and gender equality were written into the constitution. Young girls in Rwanda believe there is nothing they can’t do. Aggressive policies followed the survival mechanism from the genocide to allow for a continued equal society. Women do not get equal pay for equal work. Until we think of men and women as both caregivers and breadwinners, nothing will change. Equality in health Diagnosis and treatment is based on male-centred research that ignores females’ different biology; and gender stereotypes and biased medical textbooks lead to women’s ill health being disbelieved and taken less seriously than men’s Females are rarely used in biomedical research because of ‘hormonal interferance’ New Self, New World Philip Shepherd Every culture is a construct of custom and technology and language and myth and values that, taken together, create and communicate it’s overarching story. If the fabric of our culture is fragmented, then the fragmentation of self is a reflection of the bricolage environment, however, as the world continues to become globalised, cross cultural connections will reform traditional culture structures to become more diverse. Although, Shepherd surmises that technology is largely responsible for how we reside in our heads. We are taught to live in our heads and separate from the body, and ignore it’s own intelligence. “Being estranged from our bodies we feel victimized by them, and when they hurt we feel fear, annoyance, or betrayal, and when we exert them or look in the mirror, we feel guilt or vanity or anger about the shape they’re in.” Constant self improvement often reinforces our inner division. “Our ability to escape that divided state is hampered by our difficulty in understanding that what holds us back are the very things we accept as the normal givens of the world” The world is full of dualities, this ingrained understanding of a separation, for example, head over body, man over nature, good over evil.

ILLUSTRATIONS LIST Fig. 1. Gupta, A., 2019. Pink Anemia [photograph]. India: Behance

Fig. 2. Gupta, A., 2019. Vulva, introducing period colours [photograph]. India: Behance

Fig. 3. Gupta, A., 2019. Brown, Early signs of pregnancy [photograph]. India: Behance

Fig. 4. Gupta, A., 2019. Bright red fresh blood [photograph]. India: Behance

Fig. 5. Kleinmann, S., 2019. Beads of sweat on skin [photograph]. US: Getty Images Fig. 6. Czerwinski, P., 2019. Red wine blood [photograph]. US: Unsplash

Fig. 7. Kim, E., 2015. Laughing mature woman [photograph]. US: Streetshootr

Fig. 8. Jolly, 2019. Woman in towel out of the shower[photograph]. US: Jolly Fig. 9. WYNARCZYK, 2016. Woman with hand over her face[photograph]. US: Grazia Fig. 10. Fin, J., 2018. Tampons on green background [photograph]. US: Unsplash Fig. 11. Murphy-Johnson, L., 2016. Beaded menstrual blood on white t-shirt [photograph]. US: Pinterest

Fig. 12. Kurr, K., 2019. Fragmented me, colour pencil [illustration]. US: Reddit

Fig. 13. Pochi, C., 2020. Female Anatomy [photography]. US: Behance

Fig. 14. Haydar, M., 2020. Female Sculpture [photography]. Ukraine: Behance

Fig. 15. Haydar, M., 2020. Female Sculpture [photography]. Ukraine: Behance

Fig. 16. Haydar, M., 2020. Female Sculpture [photography]. Ukraine: Behance

Fig. 17. Charles, A., 2018. Fractured facial image [photography]. US: Pinterest

Fig. 18. Friar, M., 1950. Friar Mills Factory [photography]. UK: Story of Leicester Fig. 19. Mings, L., 2016. Magazine cut out eyes [photography]. UK: Grazia

Fig. 20. Traub, C., 2019. Mature lady portrait with sunglasses [photography]. US: Medium

Fig. 21. Davidson, J., 2017. Woman with red netting [photograph]. US: Dazed Magazine

Fig. 22. Davidson, J., 2017. Woman with white netting in black and white [photograph]. US: Dazed Magazine Fig. 23. Davidson, J., 2017. Woman with blue netting [photograph]. US: Dazed Magazine Fig. 24. Watson, K., 2019. Heart Anatomy [diagram]. US: The Graphics Fairy Fig. 25. Watson, K., 2019. Heart Anatomy [diagram]. US: The Graphics Fairy Fig. 26. Watson, K., 2019. Brain Anatomy [diagram]. US: The Graphics Fairy Fig. 27. Reddy, M., 2020. #AskWhy billboard [photography]. US: Behance Fig. 28. Reddy, M., 2020. #AskWhy billboard [photography]. US: Behance Fig. 29. Reddy, M., 2020. #AskWhy billboard [photography]. US: Behance Fig. 30. Pochi, C., 2020. Female Anatomy [photography]. US: Behance Fig. 31. Pochi, C., 2020. Female Anatomy [photography]. US: Behance

Fig. 32. Charles, A., 2018. Fractured facial image [photography]. US: Pinterest Fig. 33. Thinx., 2018. Thinx Advert [photography]. US: Pageflows Fig. 34. Nelson, E., 2016. Sanitary towels [photography]. US: The content strategist Fig. 35. Thinx, S., 2020. Thinx period proof underwear [photography]. US: Thinx Fig. 36. Cucumber., 2020. Cucumber menopause nightwear [photography]. US: Cucumber Fig. 37. Become., 2020. Become menopause clothing [photography]. US: Become Fig. 38. Charles, A., 2018. Fractured facial image [photography]. US: Pinterest