Objectification of
women in media
The media’s
representation of women in our modern patriarchal society constantly objectives
and extorts the female image for advertising gains and to increase the
popularity for branded items and products.
The use of women as a
method of increasing marketing and sales for production is used in excess,
especially in cultures such as the western world (America and Europe). One of
the main purposes of the objectification of women in advertising is too sell
sex as a means of marketing; appealing to the male populations the female body
image is constantly being exaggerated and sold as objects of sexual desire to
boost sales. For example REDTAPE (a male footwear label) has used this method
of objectifying women to portray females as something male populations can
“own” when wearing their footwear, comparing women too objects of possession
that a man can simply buy from a vending machine when they please too “live
their fantasy”.
The extortion of women
isn't just in advertising retail; the use of women as objects of sexual desire
is in use in all over media such as: movies, sporting and especially music
videos.
Music videos for
decades have used the female body to increase viewership and appeal to male
audiences. Among hundreds of examples one most recognized Robin Thicke’s
“Blurred Lines” the video has caused controversy as it plainly demonstrates the
sexism in the music industry. Women are depicted with minimal to nothing
clothing dancing around an arrogant shaded male “artist”, with using lyrics
that focus on the sexual exploitation of women for album sales it is a key
example of how the media is guilty of undermining the female race as 2nd class compared to men.
A major problem that
faces our western culture is the impact of the objectification of women on our
children and females who grow up and feel the need to compare themselves to the
women that are presented in our media. The self-esteem can be hindered as
trying to replicate this ideal body image and behaviour of an exaggerated role model
to fit what we deem as culturally attractive can cause lasting emotional
distress on younger generations. Barbie is considered the most
well-known plastic doll for girls since the early 50’s even dolls that children
play with represent an unrealistic image of the female body and is even
considered as sexualized this just as the media does can have a negative
impression on girls and represent a false representation of sexual
attractiveness.
Links to
representation of women in media:(Blurred Lines, REDTAPE, barbie)
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