Women in the Media (Femininity & Advertising)

Women in the media are portrayed as sex objects. A majority of ads have women posing in provocative poses half clothed. "Beauty," as defined by the media, seems to be unattainable by the average woman. Only a tiny percentage of women actually look the way they are presented in the media. When young girls are exposed to sexual and explicit ads of "beautiful" women, they strive to be just like that. This causes mental problems such as eating disorders, depression and low self-esteem. I think it is sad that women feel ugly, fat and unsuccessful just because they don't look like a fake, photo-shopped, rich celebrity who has probably had more plastic surgeries than one can count on two hands. It is unfair for women to be exploited as just an object, but at the same time, it is the women that are subjecting themselves to this degradation. The idea that "sex sells" proved to be true every day in our society.

As I aspire to work in the fashion industry, I find myself becoming concerned with the negative imagery I will potentially be surrounded by. I hope to work with a company that holds value to women and does not fall into the provocative advertising realm. From what I have seen, it is not very common for companies to advertise with class and respect. The idea that a specific product will make an individual more desirable is what our country has become: materialistic. I cannot say that I dont wish to have the finer things in life, but I do not find it necessary in order to be happy. I believe for someone to truly appreciate something, they have to work hard for it. The idea of marrying a rich husband that will buy you anything you want seems to be the dream for many women. Yes, that would be nice, but what about being able to buy yourself something? This gives much more satisfaction than simply being handed something.

Individuality in Media? (Cultural Studies & Kellner's Multiperspectival Approach)

Many believe that media is the root cause for why we behave the way we do. When we are continuously exposed to advertisements, norms, standards, expectations, etc. I believe that does slowly persuade our decisions and way of thinking.

According to Kellner's Multiperspectival Approach, there are three factors that influence cultures and the way people within cultures perceive things and create ideas. In order to gain a better understanding of a culture it is important to look at it from the three perspectives: political economy, text analysis, and audience reception.

The Casey Anthony trial is today's OJ Simpson case, not only with the widespread media coverage but also the shock at the non-guilty verdict. This trial was talked about on Nancy Grace, Geraldo Rivera, Dateline, and 20/20. Nancy Grace coined the term "tot mom" for Anthony. The prosecutors had the public convinced Anthony was guilty for the death of her daughter, Caylee Anthony. The media coverage did a good job of airing Anthony as the drunk mom that didn't car about her daughters disappearance. Now, the problem is I don't see it as the media's fault that Casey Anthony's image was ruined. She was the one that was out partying while volunteers were searching for her daughter. Some may say that "it was her way of dealing with it." I do not believe this at all. She didn't even call in her daughters disappearance until 30 days after the fact. I could get into all the evidence they had against Anthony and how I am one of those that is completely and utterly shocked that she was found innocent. But...there are only 12 people that sat in the courtroom for hundreds of hours listening to the testimonials and there are only two people know what happened to poor Caylee and that is Caylee and her killer. It just makes me so sad that justice has not been served for this little girl.

It seems as though it is hard to find individuality in the media. A majority of shows cater to a particular segment, which offers similar plot lines as the others in that category. Also, the advertisements featured during commercials are very similar in order to compete with one another. Two commercials that stick out more than others are Target and Allstate. Both of these commercials are funny and can advertise a wide variety of individuals.

Currently Target is advertising for Christmas sales and has an overly excited woman that is an extreme shopper.

Allstate has their successful character "Mayhem" who pretends to be a disastrous event.

I can still remember Budweiser commercials when they used frogs that would slowly say "Bud" "Weis" "Er." These commercials were popular when I was about six years old.

 It's ads like these that will be successful and continue to gain valued customers.

Girls Will Be Girls & Boys Will Be Boys (Overview of Gender/Race/Class)

Hegemony is the explanation that people consent to and are complicit in their own subordination. But why would people accept and support a system that oppresses them? It is because the dominant systems of oppression are perceived as normal, natural, inevitable, and unchangeable; the way things are and always will be. Hegemony naturalizes ideology and renders it as common sense. There are several myths of neutrality: education, legal system, media, and political parties. Education is the cultural bias of standardized tests. Legal system is only certain acts are criminalized and only certain ideological subjects are convicted. Media is only certain ideologies are represented; which makes us wonder, what is missing from televisions? Political parties are non-party candidates get unequal airtime.

Hegemony helps us understand gender ideology, race ideology and class ideology. The stereotypes are as follows*:

Gender Ideology -

Girls: clean, polite, quiet, caregivers, babysit, play with dolls, dance, sing, color coded, bows in hair, play dress up, protected, emotional, sensitive, and lady-like

Boys: leader, bold, strong, quick, problem-solver, no crying, contributor, responsible, physical chores, more freedom, aggressive, athletic

Women: caregivers, compassionate, "independent", "self-sufficient", lonely, sex symbols, supporters, people careers, helpless, emotional, physically attractive, and quiet

Men: breadwinner, decision maker, unemotional, unattached, controlled, authorized, balanced, charming, strong, protective, assertive, aggressive, logical, rational, disciplinary

Race Ideology -

Black: not proper, uneducated, big families, athletic, religious & spiritual, outspoken, driven, speak in slang, code switch, dangerous, flashy

White: rich, educated, stuck-up, trust-worthy, white-supremacy, less athletic, athletic in golf, hockey, bowling, Nascar, tennis, "creepy", "crazy", American Psycho, well-spoken, vindictive, cocky

Class Ideology -

Middle: jobs, make a living, ambitious, driven

Working: irresponsible, lazy, "free-loaders", minorities, active voters

Upper: Republicans, educated, rich, materialistic, undeserving, throw-away mentality, high spenders, white

 (*I do not adhere by or agree with these stereotypes)








Ever since I can remember I have been interested in the 'girly' things of life. There's a set of "standards" and "expectations" that follow each one of us as we grow up based on our gender, race and class. For example, when someone is expecting a girl baby, gifts will be pink while gifts for boys will be blue. Future gifts for girls will include Barbie dolls, princesses, clothes, jewelry, etc and future gifts for boys will be cars, trucks, GI Joes, etc. Girls are excited about their wedding day at a young age, while boys could care less. Here is a video of a little girl arguing with a little boy about them getting married: