The Gender Problem in Media

by Mobist on September 27, 2015 - 9:53am

 

 

 

The Gender problem in Media


This advertisment for Smart Water, campaigned by Jennifer Anniston is a perfect example of the way media uses sexual intention to sell products. For this idea to gain any sort of acknowledgement, and how most of the advertisements get away with publicizing, is what? Hire a typical physically “beautiful” woman, and dress her in practically nothing. Here they've taken Jennifer Anniston, a famous American actress, laying naked in bed. What does that have to do with water? Or selling if for that matter? This advertisement doesn't even seem weird to me, because I am so accustom to it. In today’s day and age it doesn’t matter what you’re selling as long as what it is, is pleasing to the eye, and or sexually explicit. The problem with this is that it has become such a norm, that we pass these advertisements everywhere and don’t bat an eye. With this normality it has put our society in a dangerous state of mind. According to Miss Representation, “2009 Studies prove exposure to sexually explicit video games and music videos is linked to men's acceptance of rape myths and sexual harassment.” The over sexualization of women, and aggression in television towards women has skewed our sense of reality. One where women are not seen as women but as objects and in doing so “dehumanize” them. (Newsom) Once someone is seen as an object and not a person they become victims to violence, rape and harassment. Women who have been victim to this kind of abuse are more likely to fall into depression, self harm, and mental illness. (Newsom) In a society where “women hold only 3 % of clout positions in the telecommunications entertainment publishing and advertising and comprise only16 % of all writers, directors, producers, cinematographers and editors,” (Newsom) It's no wonder the majority of media is oriented towards the sexualization of women for men. As a society, we are brainwashed into how we see people, hire people, choose partners, choose friends. Without the regulation of media, and the vast majority of men being in charge of what is heard and seen in the world. Women are being portrayed as Catty Bitches, who are out to get each other, fight for the attention of men, sexual objects and emotionally unstable. In turn, men and a lot of women, critique women on what they look like as opposed to their credentials.

We live in a society where information is passed through us on such a deep level than a lot of us are even aware exists. We end up judging ourselves and others so harshly to not be living up to societies standards of what we should be and or look like. Men are taught that sexualization of women is acceptable and that they are mere objects at their disposal. This ad, is only for water, I could have chosen an explicit American apparel ad, (a rant for another time) but I just wanted to show that the media, to sell something as generic and mandatory to our survival as water, which we have freely in our country uses the sexualization of women to do so.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Work Cited

 

 

“Miss Representation” Jennifer Newsom, released January 20th 2011.

 


 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Work Cited

 

 

“Miss Representation” Jennifer Newsom, released January 20th 2011.

 

Comments

I find your topic very attention-grabbing as I greatly believe that media has many flaws. I totally agree with your post. Media and advertisement companies have these tendencies of exposing women with sexual content to sell their product. I find it also incredible that these ads seem totally normal to us even though women are portrayed as sexual objects. It is very shameful; even more shameful is that these commercial techniques actually works. People are accustomed to these ads as they became norms in our society. The pretty girls model to sell products. This gender problem in media and advertisement is very cruel towards women as they set standards for their ads. Standards that are surely diminishing of the women. The most beautiful women are used for these publicities and unfortunately they become, like you said in your post, Catty Bitches, who are out to get each other, fight for the attention of men and emotionally unstable. Not only is gender a problem in advertisement, but racism is also very present in this sector. White girls are the main models in any advertisements. It extremely promotes white women as the standard norm of beauty, whereas black or other ethnicities have very slim chances of making it in the advertisement and modelling world. This relates to a video that we watched in class where we basically went through the difficulties that black women face in the modelling industry. It is harsh, as many companies are not looking for black women and portray white as the standard of beauty. Would black models really be the cause of companies getting bankrupt? Would adding more black models into ads decrease sells significantly? If so, is all this money really worth diminishing women and promoting racism? I really wonder as I believe women are equal and should not be brainwashed that way.

Hi Mobist,
I decided to respond to this post, because the over sexualisation of women in advertising is a big issue in society that needs to be denounced. While reading your summary, I thought of a video that we saw in my class of “The myth of race and the reality of racism”. This video called “Whiteness is the norm” shows how the fashion industry prefers white women compared to non-white women. In fact, agencies will hire 1-2 ethnic models, and these models have to be flawless; they have to be white girls in chocolate. As the idea of showing the woman as a sexual object in advertising, the idea of hiring only “white” girls in the fashion industry does not represent the reality in which we live. Moreover, agencies are looking for beautiful women that will make sell a particular product, and if you are not the type of girl that they research, you will not obtain the job. Finally, these two issues have negative consequences on women: non-white women and women in general feel that they do not reach societies standards of how they should look and who they should be. In a world in which gender inequalities are not supposed to exist, over sexualisation of women should be abolished. However, it is not. Advertising uses this technic because it works, so perhaps that the real guilty people are those who buy these products, us.