Women in Media
‘The Objectification and Dismemberment of Women in the Media-A study on women portrayal in media’
Author:
Jyoti jain, Lecturer, Amity Business School, Amity University Rajasthan, Jaipur (Raj.)
Abstract
"Women’s bodies continue to be dismembered in advertising. Over and over again just one part of the body is used to sell products, which is, of course, the most dehumanizing thing you can do to someone. Not only is she a thing, but just one part of that thing is focused on.” Jean Kilbourne
Modern Advertising is an annual multi-billion Dollar business now-a-days. Advertising is everywhere - in magazines, on television, in movie theaters, on countless web pages, on busses, in subways and on milk-cartons. In fact, advertisements are so common in our times that we don’t even realize we are looking at them anymore. They invade not only our mailboxes, but our minds and in doing so, they contribute to the image we shape of women in our culture. Women are often presented in a dehumanized way in mass media images, their humanity sacrificed to display the artificial ideal. Women are not only turned into a thing, but the thing is broken down into component parts, each of which also represents an ideal form. She is dismembered. The debate, whether the portrayal of women in advertising is a serious or overrated issue, has been ongoing for quite some time and the final answer may never be found. Does the objectification of women in advertising have an adverse affect on society? Is there more violence against women as a result of these images? Are women being exploited?
This paper tries to find out some of the cause and effect of these objectification and dismemberment on women in common.
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Article type: Conceptual paper
Key words: Dismemberment, Objectification, media, advertisement Sun Theme -Objectification of women in media
Media that objectify women portray women as physical objects that can be looked at and acted upon-- and fail to portray women
Author:
Jyoti jain, Lecturer, Amity Business School, Amity University Rajasthan, Jaipur (Raj.)
Abstract
"Women’s bodies continue to be dismembered in advertising. Over and over again just one part of the body is used to sell products, which is, of course, the most dehumanizing thing you can do to someone. Not only is she a thing, but just one part of that thing is focused on.” Jean Kilbourne
Modern Advertising is an annual multi-billion Dollar business now-a-days. Advertising is everywhere - in magazines, on television, in movie theaters, on countless web pages, on busses, in subways and on milk-cartons. In fact, advertisements are so common in our times that we don’t even realize we are looking at them anymore. They invade not only our mailboxes, but our minds and in doing so, they contribute to the image we shape of women in our culture. Women are often presented in a dehumanized way in mass media images, their humanity sacrificed to display the artificial ideal. Women are not only turned into a thing, but the thing is broken down into component parts, each of which also represents an ideal form. She is dismembered. The debate, whether the portrayal of women in advertising is a serious or overrated issue, has been ongoing for quite some time and the final answer may never be found. Does the objectification of women in advertising have an adverse affect on society? Is there more violence against women as a result of these images? Are women being exploited?
This paper tries to find out some of the cause and effect of these objectification and dismemberment on women in common.
*********
Article type: Conceptual paper
Key words: Dismemberment, Objectification, media, advertisement Sun Theme -Objectification of women in media
Media that objectify women portray women as physical objects that can be looked at and acted upon-- and fail to portray women
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