Sex, Gender, Racial Identity, And Stereotyping And Labeling Essay

Today's media is increasingly pornographic, and the notion that 'sex sells' has infiltrated the advertising of virtually all products and services. Both men and women are sexualized in contemporary media, but the extent to which women are sexualized is far greater that men are. Jean Kilbourne states in her talk, The Dangerous Ways Ads See Women, "There are stereotypes that harm men, of course, but they tend to be less personal, less related to the body." The stereotypes that drive the portrayal of women in the media lead to the repeated objectification, particularly sexual objectification,

What is it that drives commercials towards their target audience? Commercials can be aimed toward certain age, race, along with certain gender groups. Pop culture has influenced minority groups and shed light on women 's rights or so it may seem. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards male and female audiences. Interestingly enough these tv ads deliver a false image of the opposite sex to the audience catering to their preferences. It is the image of what the audience wants to see that appeals to them. This is all in an attempt to sell products and take advantage of our desires and anxieties. Craig shows how commercials bring gender norms that produce the stigmas of a man’s man and a woman’s woman, which makes it apparent that he would agree with Shaffer because it promotes an old way of thinking.

Humans have always found characteristics with which they distinguish themselves from one another. This division breeds discrimination between the groups, with the voice of the majority outweighing the voice of the minority. Today the characteristics that define the groups most prevalently affected by discrimination are race, religion, age, sexual orientation and gender. However, even the minutest physical characteristics, like hair color, can give reason for this baseless prejudice. In Japan, early records show evidence of an “untouchable” social class that occupied undesirable jobs like butchery and tending to the dead. Since the Japanese Edo Period from 1600 to 1867, there has existed a strict social hierarchy. Occupying the lowest rung of this hierarchy are burakumin, which translates to “village people”. The offensiveness of this designation is not apparent until it is known that the translation for the class descendant of samurai (the “purest” Japanese) is “ordinary people”. Burakumin were perceived as lesser people by this upper class, called futsūmin. Meanwhile, Koreans in Japan did not have an easier experience. They faced unjust immigration laws when attempting to enter and stay in Japan, and racism from Japanese citizens once they had arrived (Rabson 220-223).

Jean Kilbourne’s film, Killing Us Softly 4, depicts the way the females are shown in advertisements. She discusses how advertisement sell concepts of normalcy and what it means to be a “male” and a “female.” One of her main arguments focuses on how women aspire to achieve the physical perfection that is portrayed in advertisements but this perfection is actually artificially created through Photoshop and other editing tools. Women in advertisements are often objectified as weak, skinny, and beautiful while men are often portrayed as bigger and stronger. Advertisements utilize the setting, the position of the people in the advertisements, and the products to appeal to the unconscious aspect

Throughout the years the representation of women in advertising has evolved. In the 1940’s and 1950’s adverts mainly focused on portraying females as the helper, mother, wife, social being, and sex object. There was an assumption that a woman’s main desire was to make her husband happy; that while she was the buyer, he was really the main consumer, as the wife cooked, cleaned and looked after the children, which ultimately benefitted him. Even though these ads were targeting female consumers, they were often-and still are- created using the ‘male gaze’ theory. British film theorist Laura Mulvey states that the majority of Western visual culture follows the male gaze, where the gaze is not referring to a specific ‘look’ in the image, but rather to the viewer who is assumed to be a male (Mulvey, 1999). Mulvey says that even women look with a

Steve Craig, in his article Men’s Men and Women’s Women especially define how different sexes in advertisement can influence a particular audience towards a product; one stereotypical method he describes is “Men’s Women” (Craig).One such ad using sex appeal, and a basic structure of “Men’s Women” to bring in customer was made by BMW in 2008 to sell their used cars. BMW, which is a world-renowned company known for its performance heavy automobiles, targets a male audience by comparing a gorgeous woman to their cars.This ad by BMW, who no doubt make amazing cars, degrade women through its message, and it enforces Steve Craig’s “Men’s women” tactic, but this ad also goes a step further and displays the ever-present patriarchy in advertisement overtly.

The use of sexualization also reinforces a pattern of gender roles that are currently circulating throughout advertisements. More often than not, women who are used as ploys in ads are seen doing household chores like vacuuming, changing the toilet paper, or making coffee. Females are rarely ever seen in a work place, and definitely not in a powerful position. In fact, the directors of most of these ads place women below or behind the man to show who has the power in actuality. Women are seen as skinny, fragile, and immobile in high heels, while men are strong and powerful. By setting up such a strong binary between the two different groups, it is obvious that the majority of the American society will not be able to fit into these roles, and it leaves a sense of rejection for the average person. This rejection, accepted by the viewers, manifests

Sexist ads show that society is dominated by the same masculine values that have controlled the image of women in the media for years. Sexist advertisement reinforces gender stereotypes and roles, or uses sex appeal to sell products, which degrades the overall public perception of women. The idea that sexism is such a rampant problem comes from the stereotypes that are so deeply embedded into today’s society that they almost seem to be socially acceptable, although they are nowhere near politically correct. Images that objectify women seem to be almost a staple in media and advertising: attractive women are plastered all over ads. The images perpetuate an image of the modern woman, a gender stereotype that is reinforced time and time again by the media. These images are accepted as “okay” in advertising, to depict a particular product as sexy or attractive. And if the product is sexy, so shall be the consumer. In the 1970s, groups of women initially took issue with the objectification of women in advertisements and with the limited roles in which these ads showed women. If they weren’t pin-ups, they were delicate

An intersectional approach is an approach which seeks to demonstrate how race, class, gender and sexuality make certain experiences different. Intersectionality is the overlapping of social categories such as race, class, gender and sexuality that leads to further discrimination against a certain individual or group. To take an intersectional approach to understand race, class, gender and sexuality, is to consider hardships not as a similar element for all individuals without regards to race, but instead consider where in a specific hardship different races, genders, classes and sexualities are affected different. According to Crenshaw, “many of the experiences Black women face are not subsumed within the traditional boundaries of race or gender discrimination as these boundaries are currently understood, and that the intersection of racism and sexism factors into Black women’s lives in ways that cannot be captured wholly by looking at the woman race or gender dimensions of those experiences separately” (Crenshaw, 357). Crenshaw explains that the personal experiences of women of color cannot be fully understood by looking at race or gender discrimination as two separate factors, but in fact can be understood if both aspects are looked at together. When race and gender are examined separately, this causes for women of color to be “erased”. Crenshaw says, “ And so, when the practices expound identity as “woman” or “person of color” as an either/or proposition, they relegate

Hannon, J., Soohoo, S., Reel, J., & Ratliffe, T. (2009). Gender stereotyping and the influence of race in sport among adolescents. Research quarterly for exercise and sport, 80(3), 676-684.

Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines. Even more specifically it is important to study the multiple influences that advertisements have

At a young age, we are taught to adhere to norms and are restricted to conform to society’s given rules. We are taught that straying away from stereotypes is anything but good and encouraged to build our lives upon only these social rules. Recently, stereotypes based on genders have been put into the limelight and have become of high interest to a generation that is infamously known for deviating from the established way of life. Millennials have put gender roles under fire, deeming it a form of segregation and discrimination by gender. Researchers have followed suit. Mimicking millennial interests, numerous studies have been published that detail the relationship between gender, stereotypes, and the effects of the relationship between the two. Furthermore, gender roles have been used as a lens to study socialization; tremendous amounts of interest have prompted studies on the inheritance and dissemination of norms, culture, and ideologies based on the stereotypes that cloud gender. For sociologists, determining the extent of the impact of gender stereotypes on socializing our population has become a paramount discussion. Amidst many articles, the work of Karniol, Freeman, and Adler & Kless were standouts and between the three pieces, childhood served as a common thread; more specifically, these researchers studied how gender roles impact socialization from such a young age.

Many parents voice a fear about their child learning about gender, gender identity, and sexual orientation. They think that hearing, seeing, or learning these things will influence their child. According to research, however, no matter how often children are exposed to these topics they still will make their own decisions later on in life on the matter. Often parents are upset when they hear their children are learning about these terms because they do not know the dictionaries definitions for these words are. According to webster; gender is the state of being male or female, the word typically used to reference social and cultural differences rather than biological ones. Gender identity is a person’s perception of having a particular gender that may not correspond with the sex they were given at birth. Sexual orientation is a person’s sexual identity in relation to the gender to which they are attracted. Many times a person’s sexual orientation can be labeled as heterosexual, homosexual, or bisexual. Diversity is an important lesson to teach children especially at a young age. To understand how to best teach diversity about gender in a classroom background information, teaching strategies, and student’s understanding of diversity is important.

On television commercials, billboards, the radio, public transportation advertisements, planes, the internet, and almost everywhere people go there is always directed broadcasting of advertisements for companies to sell their product; a product that is never promoted for all of the general public to use, but instead to emphasize on specific categories of consumption . Whether it may be categorized in the decadent, the money saving, health, cleaning, cooking, automotive, or whatever sub category it may be; and bigger roles that play in to commercialism are gender roles . Men and women have very different lifestyles, what they buy, do, consume, and produce. As stated in Gender Role Behaviors and Attitudes, “Popular conceptions of femininity

The roles of males and females in society have significantly changed, as opposed to the predominant roles in our history. In the modern culture of today, women have begun to break out of the mold that which society has placed her in. This much can’t be said when it comes to modern gender representation in mass media advertising. It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive. This trend can be one seen as an inhibitor to the advancement of our culture, because especially for women, it is hard to pull away from the stereotypes that are continuously represented. As examples of the given trend, the following