January 12, 2011 Question I

In Jean Kilbourne’s Killing Us Softly 3, she discussed how the media perpetuates narrow images and objectifies women. Arguing that women are constantly displayed as images in advertisements that we see today in the media, Kilbourne argues that women are ‘hypersexualized’ and presents several different accounts of different advertisements that display women in ways that symbolize them as objects. Kilbourne goes on to say that, “Advertising is one powerful force that keeps us trapped in very rigid roles and in very crippling definitions of femininity and masculinity.” While the media does often portray women unfairly, it also enables our society to uphold certain aspects of patriarchy, as women are inevitably sexualized more in advertisements than men.

Kilbourne goes on to explain how the media perpetuates gender distortions as we see more and more obscure advertisements that use a women’s body to sell a product. Arguing that this is another way in which women are objectified, as she is seen as an object rather than a subject, Kilbourne explains how the significance of a women’s worth is being downplayed and young girls are being pressured into feeling like they have to look like these beautiful women, when in fact only 8 in 3 billion women do. Not only do these images intersect with classism, as sex does sell, Kilbourne also collaborates the ways in which black females are portrayed in the media. Explaining that the media often portrays women of color as ‘animals’, or as Kilbourne said, ‘the message is: not fully human’. I couldn’t help but disagree with this notion, as I think that all females, both black and white, are portrayed in the media pretty much the same today, at least from what I can account for. If anything, I think that black and latino women are generally portrayed quite similarly in advertisements and is evident in many advertisements we see today. (take eva longoria, or beyonce for example, what about tyra banks?) Even so, the media undoubtedly perpetuates a narrow image of women as we see them using their bodies more and more ambiguously to promote a product, which in turn promotes the cycle of patriarchal capitalism and systemic consumerism.

Kilbourne also gives some brief accounts of some the different advertisements people have publicized in attempt to break these norms, giving the example of the Special K Commercials, and “what does size have to do with anything?”.
In an attempt to find some other ones out of curiosity, I came across an article from Trend Hunter Magazine that gave 50 accounts of advertisements that objectified men. Although some of these are pretty obscure pictures, at least we know that men, too, are objectified in advertisements. I think that some people view sexuality as powerful, or beautiful and whether or not we all agree with or like it, sex is a major aspect of consumerism and marketing.
http://www.trendhunter.com/slideshow/michael-phelps-objectifying-men-cluster