Jean Kilbourne Sexism Essay

Sexism is prejudice or discrimination based on sex or gender, especially against women and girls. It can be the belief that one sex is more superior to the opposite sex. In this movie, Jean Kilbourne narrates how media perpetrates the idea that the male is superior to the female. She proves her point through presenting examples of how women are altered in advertisements.

Media is different forms of communication, such as radio, newspapers, and television, that are directed to mass audiences. Kilbourne’s presentation explores how media, specifically advertisements, have unrealistic and unhealthy perceptions of beauty, perfection and sexuality.

The feminist perspective shines light on social problems, trends, and issues that are overlooked by the

This then causes men to devalue not only women, but also the qualities the culture labels as feminine.

While sex refers the biological characteristics that make up a person, their gender is determined by the behaviors and attitudes considered “proper” by society according to their sex.
In “Still Killing Us Softly,” Jean Kilbourne points out that advertising and media are partly responsible for the behaviors and attitudes expected of women.

Advertising has become a means of gender socialization because it is a way for people to learn the “gender map” that lays out the expectations for men and women based on their sex.

Advertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.

It is nearly impossible to escape the vastness of advertising because it is present through so many media forms (internet, billboards, commercials, etc.)

Advertising sends gender messages to both men and women. Advertising tells women how they should look and act, and it tells men to expect women to look and act that particular