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Where the Girls Are: Growing Up Female with the Mass Media by Susan Douglas
In "Where the girls are: Growing Up Female With the Mass Media," Susan Douglas analyses the effects of mass media on women of the nineteen fifties, and more importantly on the teenage girls of the baby boom era. Douglas explains why women have been torn in conflicting directions and are still struggling today to identify themselves and their roles. Douglas recounts and dissects the ambiguous messages imprinted on the feminine psyche via the media. Douglas maintains that feminism is a direct result of the realization that mass media is a deliberate and calculated aggression against women. While the media seemingly begins to acknowledge the power of women, it purposely sets out to redefine women and the qualities by which they should define themselves. The contradictory messages received by women leave women not only in a love/hate relationship with the media, but also in a love/hate relationship with themselves.
As early as the nineteen fifties women were identified and targeted as a market. In a consumer culture the most important things are consumers. Advertisers convinced homemakers that in order to be a “good” wife and mother you must have their products and appliances to keep a clean and perfect home. The irony of this ploy is that consumers must have money to buy, and so trying to improve their quality as homemakers, off into the workforce women went. This paradox left women ...
In the early 1900’s, women who were married main jobs were to care for her family, manage their houses, and do housework. That is where the word housewife was come from. During the 1940's, women's roles and expectations in society were changing quickly and a lot. Before, women had very limited say in society. Since unemployment was so high during the Great Depression, most people were against women working because they saw it as women taking jobs from men that needed to work. Women were often stereotyped to stay home, have babies, and to be a good wife and mother. Advertisements often targeted women, showing them in the kitchen, talking with children, serving dinner, cleaning, and them with the joy of a clean house or the latest kitchen appliance.
Soap print-advertisements instructed the consumer how to maintain a healthy appearance, and more specifically defined women's perception of outer beauty. As a result, the woman became the pioneers of household consumerism and manufactures began asking for their ideas to create the best possible product. According to home economist Christine Fredrick, “scientific advance is working in America in far more closer cooperation with housewives than in any part of the world”. At first, this method of research improved the home and paid off for both the producer and consumer, but in time women themselves would become the product of the media’s model of the nuclear family. The end of World War II and the return of the soldiers displaced many working women, urging them to return back to the home and contribute to the baby boom. The Time Magazine article about homemaker Marjorie Sutton illustrates the revival of conventional notions of feminine domesticity. According to the article,”But Marge Sutton thinks of herself primarily as a housewife and, having stepped from high school into marriage, has made a career of running her home briskly and well”. Ultimately, women of the era were manipulated by advertisers to improve their products, and in return were forced to replace their identity to fulfill the expectations of the
Miss Representation is a documentary based on women in the media and how the media has affected women today. “The most common way people give up their power is by thinking they don’t have any.” This quote is from Alice Walker, a female, who realized that they e...
This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated
Since I was a little girl, my mother always made it clear that a husband was unobtainable if a woman could not properly tend to his needs. I learned how to cook, how to clean, how to do laundry, and I even learned how to take care of my younger siblings all because, according to my mother, these responsibilities were a woman’s duty; it was her job. For centuries, this has been the mindset of every woman, which has been passed down from generation to generation. A stereotype that has influenced a culture and defined a human being. In this 1930’s Kellogg’s PEP Cereal advertisement we witness yet another stereotype defining women into this sexist housewife persona. Through the use of clothing and appearance, text and audience the ad conveys a
When America became an industrialized country, women began to loose their importance. Since many products could be bought cheaply, there was no longer any need for women to make things such as butter, yarn and other household items. ...
Douglas, Susan J. Where the Girls Are: Growing Up Female with the Mass Media. New York: Random House Publishing, 1994, 278.
In a study done by The 4Th Estate, the results showed men are quoted around five times more than women in stories regarding women (Pesta 1). With media being so male centered, it is not surprising that often women become the target of sexual objectification in all realms of media. With the concept of “Sex Sells” still holding true, many advertising outlets have continued to fund ads with sexually focused content. Whether you are listening to the radio, reading your favorite magazine, or just window shopping in the mall you are being targeted by media’s gendered advertising.
The mass media over the years has had such a profound role in creating an image on how women should be viewed. From their appearance to what their duties are in everyday life, the media has made sure to depict unrealistic images of women. These images have caused not only the male public but women themselves to believe that they must attain a certain kind of body or occupation to fit into society. Women often feel obligated and pressured to comply to this praised image of perfection.
Instead, women are being discriminated and treated as inferior due to the stereotypes that are portrayed in the media. The media creates and reproduces ways of seeing that at a minimum reflect and shape our culture. We can look at the media to understand more about a culture’s values and norms, if we realize the limitations of looking at the media. For example, one may ask, does the news based in the United Sates represent what the American culture is like, or only what stands out from everyday American culture? The answer to that is no. Instead, the media represents what it thinks it will be able to sell and is supported by advertisements. This includes violent acts, the sensationally and inappropriate. Jhally reminds us that “it is this male, heterosexual, pornographic imagination based on the degradation and control of women that has colonized commercial culture in general, although it is more clearly articulated in music videos” (Jhally 2007). Therefore, “media content is a symbolic rather than a literal representation of society and that to be represented in the media is in itself a form of power—social groups that are powerless can be relatively easily ignored, allowing the media to focus on the social groups that ‘really matter’” (Gerbner,
Ceulemans, Mieke, and Guido Fauconnier. "Mass Media: The Image, Role, and Social Conditions of Women." Global Media Journal June 2012: 1-79.
The documentary Miss Representation identifies the numerous ways women are misrepresented in the media, including in news, advertisements, movies, and television. The title Miss Representation emphasizes that the way we portray women in the media is a misrepresentation, as in it does not do women justice and oftentimes, has a negative impact on the perception of women. Frequently in the media, women lack leading roles and complexity, are held to an unrealistic standard of beauty, and are subject to objectification and beautification (Newsom, 2011). These misrepresentations lay the groundwork for gender socialization, and therefore, shape how women perceive themselves and are perceived by others.
Since I was a little girl, my mother always made it clear that a husband was unobtainable if a woman could not properly tend to his needs. I learned how to cook, how to clean, how to do laundry, and I even learned how to take care of my younger siblings all because, according to my mother, these responsibilities were a woman’s duty; it was her job. For centuries, this has been the mindset for every woman, which has been passed down from generation to generation. A stereotype that has influenced a culture and defined a human being. In this 1930’s Kellogg’s PEP Cereal advertisement we witness yet another stereotype defining women into this sexist housewife persona. Through the use of clothing and appearance, text and audience the ad conveys
How mass media is using both Ideology and Popular Culture to develop societal expectations and social identities. This essay will look at how Ideology, Hegemony, and Popular Cultural Theory shape common values and expectations of society and media’s influence and compare and contrast differing approaches to understanding the relationship between media and society. The discussion will be contextualized through the use of gender roles and expectations, and how these theories develop and affect the female social identity.
More and more women work outside and inside the home. The double demands shouldered by these women pose a threat to their physical health. Whether you are an overworked housewife or an exhausted working mother the chances are that you are always one step behind your schedule. No matter how hard women worked, they never ended up with clean homes. Housewives in these miserable circumstances often became hysterical cleaners. They wore their lives away in an endless round of scouring, scrubbing, and polishing. The increased strain in working women comes from the reality that they carry most of the child-rearing and household responsibilities. According to social trends (1996), women always or usually do the washing in 79 percent of cases and decide the menu 59 percent of the time. Picking up the children at school or doing grocery shopping are just a few of the many typical household-tasks a woman takes on every day.