In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.
Bordo’s thesis can be shown in many common examples of modern media and advertising. For example in the animated television show The Simpsons, creator and writer Matt Groening uses satire as a means of addressing these stereotypes of gender and race through exaggeration of certain distinguishable traits and personalities of characters. Yet simultaneously, the stereotypes that are reinforced by some members of the show are then unexpectedly broken by others to show the viewer how much the media can alter one’s own opinion.
In The Simpsons, the son of the protagonist, Homer Simpson, is a ten year old boy named Bart. He is the type of male that works hard to try to make women like Bordo spill coffee all over a table and go “weak in the knees” at first sight (191). Like a model in a Calvin Klein poster, Bart is constantly offering himself up to the gaze of those around him. Instead of monitoring hi...
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... believe in a stereotype while at the same time disproving it and making sure that it is not true for all the people of that particular race.
After twenty five seasons, The Simpsons continues to be an influential show. With animation as a medium, the writers use satire to point out the stereotypes the media generates. In some instances, they take a stereotype and push it to the extreme, like Apu and his eight children, and other times they go against the social norms, like Lisa being a strong independent woman. Through this the viewers are reminded just how much say the media has in their perception of others and how they are constantly making judgments of any entire group of people based on the characteristics of some. I do not think that stereotypes will ever cease to exist, but I do believe that it is important we, at the very least, are aware of what they are.
In Susan Bordo’s “Beauty (Re)discover The Male Body, she uses advertisement as a form of her argument on how we observe images through the views of the female and male body in advertisement. Also, the many assumption we come across in Bordo’s argument is how the female and male body is objectified in a sexual content in advertisement that has an effect on how we view the portrayed images. Bordo’s rhetorical strategies were employed effectively throughout her argument. She formatted her essay by the use of ethos and logos, so her reader had a clear understanding on how learning assumption cause portrayal of images. There are a host of different quotes she cites in her work to make it logical, and that her message is being comprehended. For example, “...I knew women legs were supposed to be sexy. I had learned that from all those hose- straightening scenes in movies. But men legs? Who had ever seen a woman gaga over some guy’s leg in the movie?” (Bordo 191). This comes to show that we are taught to think women legs are sexy, and that men legs are not seen as sexy until they started being objectified. We...
Beauty is often described as being in the eye of the beholder. However in modern western culture, the old adage really should be beauty is in the eye of the white makeup artist, hair stylist, photographer, photo shop editor, and advertiser. Beauty and body ideals are packaged and sold to the average American so that we can achieve vocational, financial, social, and recreational successes. Mass media and advertising has affected the way that women perceive and treat their own bodies as well as their self-concept. Women are constantly bombarded with unrealistic images and hold themselves to the impossible beauty standards. First, we will explore the role of media in the lives of women and then the biggest body image issue from a diversity stand point, media whitewashing.
To begin, racial or ethnic stereotypes on certain television programs provide false information about groups of people. The characters illustrated in these programs are formed by what writers believe. When a show is created, the writers take the basic features of a character and expand based on what they think viewers will enjoy. Yet these creations can be biased due to how hard the writer is willing to work.
As a group, we believe that popular culture does in fact perpetuates stereotypes. Television is a main source of information of popular culture. Television has forever changed how humans have interacted with another and introduce a world of diversity and knowledge. But with this profit, television has also harbored negative aspects. As a group, we studied how racial stereotypes are portrayed in television. In the history of television, different racial and ethnic groups have been widely underrepresented and television itself has been overwhelming represented by white figures. And when racial groups are presented on TV, the characters are often played in limited roles based on stereotypes. A stereotype isn’t necessarily untrue, but it is an assumption based on an incomplete and complex ideas that are oversimplified into something that isn’t what it meant to be, and it’s usually negative. For example, African Americans are often depicted as violent or involved in some kind of criminal activity. Their characters often portrays a person who is always sassy and angry or that isn’t intelligent and won’t succeed in life and inferior to whites in some manner. Asian characters are
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
In the essays, “Turkeys in the Kitchen” by Dave Barry, and “Just Walk on By” by Brent Staples, they argue the theme of gender, and racial stereotypes that have been present in our world from the very beginning. Barry suggests through a sarcastic and humors tone that gender stereotypes have been present since before the start of time; he uses a highly conversational style to prove this, as well as narrates to give the reader a better understanding of exactly what he’s talking about. Staples, on the other hand, uses a more authoritative tone to support his theme of racial stereotyping; he also uses the mode of rhetoric exemplification to his benefit, and is able to show the audience that this issue is just as important as the gender stereotypes that take place in our society still today. Barry believes that despite the fact that people are against stereotypes they still will always fall back on them; and Staples believes that people need to change themselves in order to not fit into those common stereotypes. They prove this through the history of gender discrimination in the 19th century factories, and through the 1970-1980’s and also up until today’s racial discrimination in the media. However, if we all hate stereotypes, then why do we always seem to be falling back on them?
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
At one point in time, these stereotypes may have been true; however, in today’s modern society, most of these stereotypes are outdated and false, which leads them to turn into misconceptions. Usually, stereotypes are utilized to humiliate and degrade the person or group; they also do not provide any beneficial outcomes. Stereotypes focus on how a particular group acts because of the radical ideas and actions of the few, how a particular group looks, or how that group is physically lacking in some way. These stereotypes often lead to conflicts because the group does not appreciate the way it is perceived. Seldom are the stereotypes placed on a group of people truthful and accurate.
The cast members of each of the shows were put into situations that were constantly enforcing racial stereotypes, done on purpose by the producers. In the essay, the author argues that media makes the viewers have a struggle in what they choose to believe. She also states that society participates
Advertising surrounds the world every second of the day. This form of influence has had the power to influence how society views gender roles ever since men and women began to appear in advertisements. Through the exposure to many different gender portrayals in advertising, gender roles become developed by society. This stems from how men and women are depicted, which forms stereotypes regarding the individual roles of men and women. People often shift their definition of an ideal image towards what they see in advertisements. From this, they tend to make comparisons between themselves and the advertisement models. Advertisements tend to be brief, but impactful. The different portrayals of men and women in advertising show that advertisements
The Simpsons satirizes the idealized image of the nuclear family, as depicted and popularized in the sitcoms of the 1950’s and 1960’s. The Simpsons are presented as a “typical” working class American family, they eat the food you do, watch TV, and often struggle with money. Homer is the blue-collar father, who at first glance seems lazy beyond his work, but clumsily loves his family. Marge is the hard working and optimistic housewife, constantly struggling with the feeling that she has wasted her potential starting a family, and loves her children and husband. Most discussed is their ten year old son Bart, is m...
It is also known that media impacts its viewers, modifying their judgments based on the information they receive. Substantial amounts of stereotypes broadcast through propaganda have similar effects. This essay will illustrate how stereotypes are generally portrayed and their function in propaganda. It will also further reveal how successful and well stereotypes can work when used in propaganda tactics. The media often uses and misrepresents stereotypes; however, they are significantly accepted by people throughout society.
To sum up, it is often said that advertising is shaping women gender identity, and some have been argued that the statement is true, because of the higher amount of sexual references of women that advertisement show and the damages that occur on women’s personality and the public negative opinions of those women. As well, the negative effects that those kinds of advertisements cause to young generations and make them feel like they should simulate such things and are proud of what they are doing because famous actors are posting their pictures that way. Others deem this case as a personal freedom and absolutely unrelated to shaping women gender identity. On the contrast, they believe that, those sorts of advertisements are seriously teaching women how to stay healthy and be attractive, so they might have self-satisfaction after all.
Usually, we have stereotypes about persons who are members of groups with which we have not had firsthand contact. We regularly make these stereotypical generalizations based on experiences we have had ourselves, seen in movies or television, read about in books and magazines, or have had related to us by family and friends. Though all these are equally significant roots for the stimulation of stereotypes, media however, is the giant force. Media propaganda is one of the main functions of society that projects stereotypical opinions or perceptions. One of the most powerful forces, propaganda in the media combined with stereotypes often act together to accomplish a homogenized and often misleading view about society and its people.
In "A Woman's Beauty: Put-down or Power Source," Susan Sontag portrays how a woman's beauty has been degraded while being called beautiful and how that conceives their true identity as it seems to portray innocence and honesty while hiding the ugliness of the truth. Over the years, women have being classified as the gentler sex and regarded as the fairer gender. Sontag uses narrative structure to express the conventional attitude, which defines beauty as a concept applied today only to women and their outward appearance. She accomplishes this by using the technique of contrast to distinguish the beauty between men and women and establishing a variation in her essay, by using effective language.