Females within the media are mainly stereotyped against; With the stereotypes being centred around women being submissive, or weak. This bias way of seeing women hasn't changed since the 1950's. However, it has become a little more subtle in its sexism.
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Since the 1950's (using the year as a starting point), women have been shown within media to be nothing more than submissive objects made only for the purpose of comply with their husbands demands. This warped idea had adverts objectifying women as nothing more than servants for their husbands, or have them only be used for their beauty.
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| Adverts such as this were common and seen as normal. |
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| Adverts like these are common, and seen almost everywhere. |
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Television is similar to advertising in the way that women's roles are exactly the same.
Take this advert for example from the 1960's. It clearly shows that women at that time weren't trusted driving, and shows driving to be too confusing or dangerous for women. And the comments on the video shows that views haven't changed that much in forty years, claiming that it isn't sexist or should only be viewed as funny. Women in television were in similar positions at that time. In TV shows, women played the timid mouse who needed to be rescued while the man was the hero of the hour!
In this advert, a popular and well known superhero from the x-men series who is a female and who is largely empowered within the films, transforms herself into a man to be manly enough to eat a burger. Showing that the burger would be too much for a 'delicate' female. As well as taking away the right that woman had to eating the food, it also puts the woman into a bad light as it shows that she supports the claims.
This is then reflected in recent films. If a female character in films is seen as being self sufficient, has her own mind or is in any way strong. The character gets demeaned within other forms of media (such as advertisements) or the audience (mainly other males) lash out against the character. Pointing out any human flaws that a male character could possess and be worshiped for which could be anything from clothing to personality. For example, within the Marvel Cinematic Franchise, the Black Widow and Hawkeye were compared. People saying that the Black Widow was too 'slutty' and she needed to wear less revealing, while Hawkeye was perfectly dressed and maybe should loose clothes considering he was physically fit.
These were the costumes (Ignoring Captain America) And a near side by side comparison. This clearly shows that, if a 'slutty' nature is based on the most skin shown, Hawkeye should be seen as more 'slutty'.
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This sexualisation can then lead to 'rape culture' which is predominate and largely ignored. The sexualisation of women within media (including games and tv) means that it's seen as okay to demean women as they are only viewed as sexual objects for men and nothing more. This means that, when a woman inevitably gets raped, victim blaming is automatically the first thing that people jump to. 'Well she shouldn't have been wearing that!' 'Well she shouldn't have been drinking!' 'She shouldn't have led him on!'. This idea that it is always the womens fault is wrong. It encourages the culture that rape is okay and should be overlooked as 'it's the girls fault anyway!'.
Males:
These were the costumes (Ignoring Captain America) And a near side by side comparison. This clearly shows that, if a 'slutty' nature is based on the most skin shown, Hawkeye should be seen as more 'slutty'.
These attitudes are displayed and hindered by both men and women, as the idea that other women are 'sluts' and 'competition' is one that has slowly been injected into womens brains over the years. This in turn then furthers the problem of sexualisation within the media, while also promoting the notion that women must fight against each other for the attention of men. Demeaning other women to furhter their own gain.
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This sexualisation can then lead to 'rape culture' which is predominate and largely ignored. The sexualisation of women within media (including games and tv) means that it's seen as okay to demean women as they are only viewed as sexual objects for men and nothing more. This means that, when a woman inevitably gets raped, victim blaming is automatically the first thing that people jump to. 'Well she shouldn't have been wearing that!' 'Well she shouldn't have been drinking!' 'She shouldn't have led him on!'. This idea that it is always the womens fault is wrong. It encourages the culture that rape is okay and should be overlooked as 'it's the girls fault anyway!'.
’Slut’ is attacking women for their right to say yes. ‘Friend Zone’ is attacking women for their right to say no.
Within the media, the stereotype surrounding males is one that projects masculinity and strength. The idea that men are the dominant gender is common place and readily accepted. This idea has been present within advertising since before the 1950's. The idea is that men were to work and bring home the wage, whilst being strong and heroic. Ready to save the day at a moments notice.
And things haven't changed since.
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| Take this for example, advertisements like these were common place. |
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| This on it's own suggests that, with a little help, even angels will fall. |
Using the advert from beforehand
https://www.youtube.com/watch?v=9M-KAINtPso
It shows that, before the women entered the advert. A man was the only capable one of driving safely which enforces the 'protective' element of being a man.
https://www.youtube.com/watch?v=QGoU3VH7He4
While in this advert, it enforces the exact same principles. Showing that nothing has changed apart from the quality of the advert.
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In film, a big action hero is the one to save the day, get the girl and defeat the evil villain.
This ideal is one heavily enforced and largely unchanging.
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This in turn leads to the rejection of other stereotypes. Men can't be seen as 'weak'. 'Weak' being the need to cry, or act feminine in any way. This rejection then causes those who feel 'weaker' than others to be ostracised and cast out. The idea of 'revoking someone's mancard' is apparent and the reference is widely used. This also reflects back onto women, as being feminine is seen as being a sign of 'weakness'.
It shows that, before the women entered the advert. A man was the only capable one of driving safely which enforces the 'protective' element of being a man.
https://www.youtube.com/watch?v=QGoU3VH7He4
While in this advert, it enforces the exact same principles. Showing that nothing has changed apart from the quality of the advert.
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In film, a big action hero is the one to save the day, get the girl and defeat the evil villain.
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| Within the one shot, the audicne can tell exactly who the main character is, just by his uniform, build and stance. |
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This in turn leads to the rejection of other stereotypes. Men can't be seen as 'weak'. 'Weak' being the need to cry, or act feminine in any way. This rejection then causes those who feel 'weaker' than others to be ostracised and cast out. The idea of 'revoking someone's mancard' is apparent and the reference is widely used. This also reflects back onto women, as being feminine is seen as being a sign of 'weakness'.
This is a well-researched, detailed piece of work. It is brilliant that you recognise that, even though sexism is now widely recognised and criticised, it still exists throughout the media. You are right to suggest that modern advertising is still largely sexist, and that even when a media text attempts to portray women as equals (such as The Avengers), the audience can still consume it in a sexist way. You have also linked this to real life issues outside of the media, such as rape culture, which is a genuine issue that women deal with on a daily basis. Could you suggest what true gender equality of representation in the media would look like? Are there any examples of it in existence today?
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