By Sung Jin C.
Human are biologically born in unequal due to their different physical appearance and hormone. Therefore, men and women represent differently in our society. Not only biological reason makes gender differences in society, but also media give people lessons about different gender roles. Based on these reason, people start to find out their gender roles. However, most gender roles in media are invented by companies’ marketing strategies. These manipulated images of genders control people’s perspectives toward genders. Due to the perception that women should stay in house to support their family, women are more easily affected by media than men because they have more time to watch TV in their houses. Therefore, companies use media to create image of good women in order to attract women to buy their products. However, those deceptions of image of good women badly impact on women’s behaviors.
Women are depicted very different than men in media. Women in middle ages are depicted as dependent and home oriented, but women in young ages emphasize their appearances. Women in media should have good looking, and they should be very physically attractive because good looking women represented their positive and successful women. Because of images of women in media, most women want to look like images of successful women in media because media tell that women’s physical appearance is very crucial for women to achieve their success. However, in reality, women’s beauty is faded as time goes, so women become more obsessive with their appearance because media always shows that women in middle age is not as favorable as young women. For example, women in young ages are represented as main characters in media because of their appearance. However, women in their middle ages and old ages are represented as maid and mother. Sometime, middle aged women are portrayed as useless in media. This image reflects women physical appearance is very important to show their ability in media, and it cultivates our women’s perspective.
Media affect on female audiences’ behaviors because women are easily exposed with media contents when they are in house. Media Especially, women’s physical appearances become very important in our society due to media. Media represent good looking women as good women, and old women represents useless. Therefore, image of good appearance strongly set in their mind. Women who often watch beautiful celebrities in TV shows have more desire for perfect image of beauty than women who do not watch TV. Women want to be like gorgeous girl models on TV in order to achieve their success. Because of this reason, women have eating disorder because they really want to have slender body which represents good appearance in media. Their desire to obtain good physical appearances also leads women to have plastic surgeries, and that caused women to be shopping addicted. Media cultivates women’s perspective that women must have good physical appearance to be success. Media also tell that good looking women seize good men, so these perceptions make more appearance-oriented in women society. However, these images are incorrect, so women should understand this perception is not right in the real world.
In conclusion, women need to know media literacy to understand images of women in media are totally manipulated by companies which try to sell their products to women. However, media are so strong that women are adversary affected by media. Therefore, media literacy is very useful for women to survive in this society.
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Lynn T. Lovdal. Sex role messages in television commercials: An update. Sex Role. December 1989, Volume 21, 715-724.