The Media 's Influence On Women And Its Consequences On The Society

1306 WordsApr 12, 20176 Pages
The media advertisements promote gender stereotypical images and create a negative impact on the society. The advertisements in any form, such as television ads, magazine photos, textual contents or movies, perpetuate the gender inequality and expect different genders to perform in a certain way only. In her article” Hunger as Ideology,” Susan Bordo analyzed several media advertisements and represented how brand promotions have used gender based identity to increase the demand and desire of their merchandise. The gender-oriented messages are influential and affect the opinion, thoughts and behavior of human beings. However, the question arises how these typecast advertisements divide the society. This research paper will examine the…show more content…
In addition, Susan asserts that gender roles are the foundation for what the advertising agencies use to promote and push sales irrespective of considering their impact on society (Bordo, 139). Masculinity and femininity are defined and restricted by boundaries that are created from images found in the media. The images are prevalent and presented in a way so that they become the ‘norm’ of how society should be. To some extent they even create and divide society. In her article, “hunger as Ideology,” Susan illustrates an advertisement, where two little and innocent French girls dressing up in their mother’s clothes. Susan criticized the concept of advertisement, where the ideology of soft, sleek and hunger-restriction is associated with females (Bordo 139). Concerning this, I also believe the abstract message has a strong impression on the viewer, especially young girls because they may get influenced and start controlling their diet from an early age, which might affect their health. Such advertisements showcase that woman is anxious about the value of beauty and are forced to turn into work of art for the promise of self-esteem. (Debra and Nelson). Second major impact of societal stereotypes is the formation of “sex-plus” discrimination. In this form of discrimination, an employer does not discriminate against the class of men or women collectively, but treats a subclass of men or women
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