The media's misogynistic portrayal of women is hard to ignore. When we turn on our TV, walk down the street, plug in our earphones, and the images bombard you. In our society, women are portrayed as highly sexualized beings that evoke feelings of fantasy and desire that are shown in all aspects of media. Our culture damages girls and women from a young age and makes them believe that being strong, smart and accomplished is not enough. This causes women and especially young girls to see themselves and use their bodies as objects.
Not only women have been objectified, but also the average female reader has been forced to face an unrealistic misconception towards the female body. In Grace Bai’s article Ad Bank Semiotic Analysis: Cosmopolitan and Maxim Magazines we encounter the stereotyped female figure and how contemporary advertising customs create ultra sexist notions
Media Influence on Gender Identity Introduction The media dictates how the ideal woman looks like. The deliberate control of women by the media is taken up by the society and passed into generations. By using, digitally enhanced images, and exceedingly slim actors, the unattainable image of the ideal woman is generated, and for the average woman who does not match the mold, pressure is build for them to change their appearance accordingly. Gender is a cultural and psychological and term while sex pertains to physical and biological features. Sex is determined by the X and Y chromosomes, where XX denotes female while XY denotes male.
Advertising is displayed all around the world for everyone to see and it sometimes gives a bad message to the viewers. Advertisements tell us that there is only one dominant way to be feminine and only one dominant way to be masculine and if you do not conform to these gender codes that is not considered normal. Unfortunately, I have caught myself following these gender codes that are shown in advertising, it has affected me with the way I see people and myself. By using a sociological perspective I have started to look into the advertisements that I see and understand how women are portrayed as helpless and weak while men are portrayed as powerful and dominant. I also looked into how advertising supports hegemonic masculinity, which is the idea of masculinity being dominant.
GENDER AND THE MEDIA The media has a very powerful effect on culture, shaping societal structures and operations. Dominant media forms have heavily assisted in constructing gender and genderalized norms. Advertising and mass media forms display codes that are associated with representing male and female attributes. These gender codes shape the way in which society views gender and assists in determining what is acceptable gender performance. It is through media’s reinforcement of gender stereotypes, codes and gender displays that shape the way in which society perceives and constructs genders.
If media is gendered, how can we expect our society to behave in any different way towards gender? This article focuses on how media especially advertisements highlights gender stereotypical images of both men and women. I.INTRODUCTION The term media refers to the groups that communicate information and news to the common people. The media holds immense power in democratic countries. Often media coverage shapes the perception of people around the globe.
The majority of modern society’s advertising conveys an oppressive message to American women. In advertisement campaigns, women are typically only considered and marketed as beautiful if they fit a very specific mold that society has created. Women who don’t fit this mold of being feminine, thin, and pretty are shamed and encouraged to change. However, it isn’t just the “ugly” women who are shamed in the media. There is a consistent message that runs throughout advertisements that suggests that women are lesser than men, and that they exist solely for the benefit of men.
Gender stereotyping continues to boom in society today. The advertising and media world play a chief part in perpetuating the nature behind gender roles and it is society as a whole who choose to receive it as a norm. A wide scope of portrayals of men and women exists in advertising, however masculine imagery traditionally depicts athleticism, strength, activity and competitiveness whereas feminine images suggest submissiveness, beauty, dependency and sensitivity. The Britax Decathlon’s car seat advertisement and the Californian beach-estate property advertisement both exemplify the stereotyped representation of gender roles in society: the female toddler dresses up in pink, is only concerned with her accessories and plays inside, where as
2 Mar. 2015. The studies of this article examine the images of men and women that advertisements perpetuate. Mass media is a widely accessible resource that presents positive and negative portrayals. In today’s society, the traditional differences between genders are constantly reinforced.
(Stereotype of woman in society) Woman in the media are portrayed everyday through false images and exemplars in todays society. The media portrays girls to be young, skinny and attractive, and if you do not have these qualities, you “fail” as a woman. In fact, no matter where we go, women are constantly reminded of these false images they must portray. For instance if you open up a magazine there will probably be endless amounts of advertisements of girls selling their body for certain products, or symbolizing themselves for just beauty, instead of their education or self worth. Overall due to the media people are getting the wrong representation of woman.