Monday 20 October 2014
Sunday 19 October 2014
How the media manipulates our morals and plays a major role in constructing a regressive female identity in our society.
The media manipulates and alters our morals constantly, often subtly but almost always deliberately. This is shown in many different ways but mostly through mainstream media such as adverts, music videos, TV programmes and films. In society today we are manipulated to see women as entities to lust and fanaticise over particularly by men.
An example of female exploitation is shown in the Lynx advert “Fallen Angels”. The young attractive woman (Kelly) is shown to have voluptuous breasts, long thick dark hair and a beautiful face and body to attract the attention of men all over the nation. It works fantastically as the male targeted audience instantly feel as though they require a sense of satisfaction through female attention. This means In order to be noticed by attractive woman, men suddenly feel compelled by the advert to buy the amazing deodorant. But buy conveying women in this way Lynx are cunningly adjusting the morals and ideas men have toward women.
The advertising then says “Will Kelly fall for you?” this degrades woman as it gives the image that woman should fall to man and it entices men to purchase the UK’s bestselling deodorant. Many could argue that if the advertising was derogatory to woman, then the woman in the advert would not have done it as why would she want to make woman look like sexual objects? But as she is a very attractive woman and also that she is dressed in a certain way Lynx have purposely used to attract the attention of the male population.
Not only do Lynx show aspects of a regressive female identity in our society, Gucci and Armani do too when advertising their men’s aftershaves. In many aftershave adverts aimed at men I have noticed a repetitive cycle of female’s almost naked and explicit intimacy at times between men and women. In most cases the male is shown as the dominant person in the advertisement whom has left a gorgeous woman feeling star struck by him. I have also noticed that the woman hardly ever seems to be looking into the camera and more times than not the male is looking directly into the camera with a gaze of gratification and power on his face. This two images below show examples of these.
These adverts show how society’s beliefs can be manipulated easily. Some believe that watching a vast amount of sexualised adverts consistently, that all have the same ideas towards women, unknowingly entices men change their perception on women (this is known as the Hypodermic Needle theory which says that if you keep seeing/hearing something the media injects that belief into our heads which makes us then do the same).
In these adverts there is usually a blonde, slim almost flawless woman who is lusting over the man in a passionate style. This is because the media have created an understanding that blond hair and blue eyes represent innocence and purity. This contrasts the men who are in these advertisements as they often have dark hair and brown eyes which suggests mystery and power resulting in them being seen as the alpha male.
Woman are sexually exploited and are photo-shopped to an extent that makes them seem unlifelike. This means women feel downgraded and derogatory about themselves as adverts show women to be fake. This also gives men unrealistic expectations of women and relationships towards them.
In some jobs males and females have been working in the exact same role but are paid differently because of their sex. This is discrimination through sexuality and it is shown in jobs such as software development, project management, computer systems and human resources. Women will find it difficult to get into certain jobs such as lorry driving, building work and factory work because of the social stereotype of acceptable jobs. Although this problem has been identified and seems to be on the route to rectification, it is still an issue that exists in society.
To conclude, I agree with the statement that the media manipulates our morals and plays a major role in constructing a regressive female identity in our society as many different aspects of media show the same degenerating female image. I also believe that the media contributes to a hidden curriculum which is sometimes unintentionally taught to young people in particular which in effect sways the views and beliefs of youngsters and society.
The media manipulates and alters our morals constantly, often subtly but almost always deliberately. This is shown in many different ways but mostly through mainstream media such as adverts, music videos, TV programmes and films. In society today we are manipulated to see women as entities to lust and fanaticise over particularly by men.
An example of female exploitation is shown in the Lynx advert “Fallen Angels”. The young attractive woman (Kelly) is shown to have voluptuous breasts, long thick dark hair and a beautiful face and body to attract the attention of men all over the nation. It works fantastically as the male targeted audience instantly feel as though they require a sense of satisfaction through female attention. This means In order to be noticed by attractive woman, men suddenly feel compelled by the advert to buy the amazing deodorant. But buy conveying women in this way Lynx are cunningly adjusting the morals and ideas men have toward women.
The advertising then says “Will Kelly fall for you?” this degrades woman as it gives the image that woman should fall to man and it entices men to purchase the UK’s bestselling deodorant. Many could argue that if the advertising was derogatory to woman, then the woman in the advert would not have done it as why would she want to make woman look like sexual objects? But as she is a very attractive woman and also that she is dressed in a certain way Lynx have purposely used to attract the attention of the male population.
Not only do Lynx show aspects of a regressive female identity in our society, Gucci and Armani do too when advertising their men’s aftershaves. In many aftershave adverts aimed at men I have noticed a repetitive cycle of female’s almost naked and explicit intimacy at times between men and women. In most cases the male is shown as the dominant person in the advertisement whom has left a gorgeous woman feeling star struck by him. I have also noticed that the woman hardly ever seems to be looking into the camera and more times than not the male is looking directly into the camera with a gaze of gratification and power on his face. This two images below show examples of these.
These adverts show how society’s beliefs can be manipulated easily. Some believe that watching a vast amount of sexualised adverts consistently, that all have the same ideas towards women, unknowingly entices men change their perception on women (this is known as the Hypodermic Needle theory which says that if you keep seeing/hearing something the media injects that belief into our heads which makes us then do the same).
In these adverts there is usually a blonde, slim almost flawless woman who is lusting over the man in a passionate style. This is because the media have created an understanding that blond hair and blue eyes represent innocence and purity. This contrasts the men who are in these advertisements as they often have dark hair and brown eyes which suggests mystery and power resulting in them being seen as the alpha male.
Woman are sexually exploited and are photo-shopped to an extent that makes them seem unlifelike. This means women feel downgraded and derogatory about themselves as adverts show women to be fake. This also gives men unrealistic expectations of women and relationships towards them.
In some jobs males and females have been working in the exact same role but are paid differently because of their sex. This is discrimination through sexuality and it is shown in jobs such as software development, project management, computer systems and human resources. Women will find it difficult to get into certain jobs such as lorry driving, building work and factory work because of the social stereotype of acceptable jobs. Although this problem has been identified and seems to be on the route to rectification, it is still an issue that exists in society.
To conclude, I agree with the statement that the media manipulates our morals and plays a major role in constructing a regressive female identity in our society as many different aspects of media show the same degenerating female image. I also believe that the media contributes to a hidden curriculum which is sometimes unintentionally taught to young people in particular which in effect sways the views and beliefs of youngsters and society.
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