This essay involves contemplations and reflections on the media’s perpetuation of a model of soci... more This essay involves contemplations and reflections on the media’s perpetuation of a model of society based on inequality between women and men. The essay recounts how the advertising industry, as part of the mass media, can stand in diametric opposition to the goals of feminism and thereby hamper the emancipation of women and impede their struggle for recognition and dignity. The problem I have identified and that I will be investigating is the sexist portrayal of women in print advertisements and television commercials that perpetuates a simplistic, immutable and caricatured image of women; legitimising everyday sexism and discriminatory practices thus establishing a barrier to gender equality. Gender images in advertising provide an especially intriguing field of study. Women have been portrayed in advertising in, amongst others, stereotypical roles for years. Typical stereotypes include the nurturing mother or the alluring seductress. The changing social climate and the evolution of the role of the woman in the home and in the workplace have given rise to questions regarding the appropriate portrayal of women in the media today.
This essay involves contemplations and reflections on the media’s perpetuation of a model of soci... more This essay involves contemplations and reflections on the media’s perpetuation of a model of society based on inequality between women and men. The essay recounts how the advertising industry, as part of the mass media, can stand in diametric opposition to the goals of feminism and thereby hamper the emancipation of women and impede their struggle for recognition and dignity. The problem I have identified and that I will be investigating is the sexist portrayal of women in print advertisements and television commercials that perpetuates a simplistic, immutable and caricatured image of women; legitimising everyday sexism and discriminatory practices thus establishing a barrier to gender equality. Gender images in advertising provide an especially intriguing field of study. Women have been portrayed in advertising in, amongst others, stereotypical roles for years. Typical stereotypes include the nurturing mother or the alluring seductress. The changing social climate and the evolution of the role of the woman in the home and in the workplace have given rise to questions regarding the appropriate portrayal of women in the media today.
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Drafts by Michelle Mudzviti