The female gender is commodified in order to appeal to males and sell the image as a product or to be used to enhance another product. Some industries are focussed on selling the literal image of women. However, many industries use the commodification of women to make their products more appealing to, and therefore profitable to sell to, men. From body sprays to construction tools, the commodification of women is used by corporations to sell their products with the implication that using these products will attract women, or by implying that their products will increase the consumer’s masculinity that will eventually lead to attracting women. Other corporations commodify the image of the female and attach it directly to their own brand image in order to attract male consumers. One restaurant chain uses the image of its totally female wait staff that “projects of happy, sexy, eager-to-serve workers” in order to attract male consumers (Loe, 1996, p. 84). It is through this widespread use of the female image to sell products that fema...
... middle of paper ...
...ell & Spade, 1996, p. 224). The dysfunction of consumerism affecting the female gender role is then that there is hegemonic pressure in opposite-sex transactions for women to be subservient and for men to be in control.
Corporations reinforce these female gender roles in order to create more demand for consumers to buy their products. Supporting this hegemonic power allows corporations to sell not only to men and women, but to their specific roles. There is hegemonic power for women to buy both beauty products and children’s toys and therefore support consumerism. However, this hegemonic power also enforces the idea that women are to be obedient objects, resulting in more widespread abusive relations between men and women. Despite this, the power of consumerism means that these roles and relations will continue to be held and will continue to grow in hegemonic power.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- The Effects of Consumerism on Adults and Children Consumers are creatively successful when designing a persuasive advertisement for increased profitability. In a normal household, it’s the parents who have the financial obligations; therefore, it would be wise to grab their attention. On the other hand, it takes less than a strategic mind targeting children because the simplest things fascinate them. Businesses have been perfecting commercials to be effective on the viewers, for years. Although marketing has had an impact on some adults, a more efficient route was discovered.... [tags: Consumerism]
1089 words (3.1 pages)
- Consumerism is an everyday necessity within the late-modern life that continuously alters individuals and communities across the globe. As the capitalist system steadily grows with drastic technological advances and globalisation, consumerism and consumer culture is able to radically advance and alter. Consumer culture is an integral part of society and allows for individuals to express their inner-self and created a personalised image towards society. This allows for members of society to connect with other individuals that have similar interests through materialistic understanding.... [tags: Sociology, Culture, Minority group, Consumerism]
1316 words (3.8 pages)
- Mass media is designed to reach large audiences through the use of technology. Its purpose is meant to give information we need to function as a society. Mass media is everywhere; there is no escaping from it. From the moment you wake until you fall asleep you are confronted with media. Almost every home in America has at least one TV, the internet, and cell phones. You cannot drive down the highway without seeing billboard signs. Checking out at the grocery store can be tricky if trying to avoid magazines.... [tags: Body Image]
935 words (2.7 pages)
- Negative implications surrounding the acceptance of body image have introduced an array of challenges and risks to the well being of female students within higher education. Grounded in the process of cognitive development, the pressure to alter oneself to fit the expectations of society’s image of beauty initiates a dissonance between self-acceptance and personal sense-of-belonging (Kopp & Zimmer-Gembeck, 2011, p. 222). This disconnect can be suggested through influences such as autonomous persuasion captured among exterior interpretation, as well as, the prolonged ambition to assume a role within peer affiliation (Tylka & Subich, 2004, p.... [tags: Women's Body Image]
3048 words (8.7 pages)
- The world as we know it runs on a greedy economy spiraling down in support of corporate manipulation of consumerism. Resources are expeditiously being used up and governments are subjecting less developed countries to create an abundance of useless products under slave wages and conditions. Consumerism encourages unethical and environmentally destructive, “free trade,” by its psychological effect on people, the evolving manipulation of consumer values, such as Green Consumerism, and the effect of specific established laws to protect these corporations set after The Great Depression.... [tags: consumerism, economics]
1838 words (5.3 pages)
- Throughout the years, the connotative definition of beauty has gone through constant change. In today’s world, young women are constantly under the impression that they have to fit the current definition in order to fit in with society and be recognized by men. Many girls feel they need to fit the mold instead of being their true unique selves. Every single individual is different in their own way, however the media has drilled it into every young girl’s mind, that they have just like a Barbie doll in order to be happy.... [tags: Social Issues, Media, Body Image]
2983 words (8.5 pages)
- In historical context, men have almost always been defined and/or identified by their jobs and roles in society. Today, this tactic can no longer be completely valid. It would seem that men feel the need to display their masculinity through their physical appearance. As of recent, it has been argued that a male’s body if one of the few remaining ways in which men can differentiate themselves from women. Although many people acknowledge that the mass media has a huge negative on female body image, not many people are aware of the negative effects that the mass media has on male body image.... [tags: Gender, Male, Female, Reproduction]
815 words (2.3 pages)
- Perhaps no time in history have body image standards had such an enormous impact on society. With today’s mass media people can be subjected to thousands of images and messages daily, portraying the “ideal” body image. The people most often portrayed and effected by these messages are young women. Females can feel constant pressure to live up to these ideals which are most often unattainable. This pressure can cause detrimental physical and mental states. To fully understand this problem we must first ask ourselves, “Why?” Why has the female body been pushed to the forefront of society and media.... [tags: Women's Body Image]
757 words (2.2 pages)
- Media Portrayal of Female and Male Body Image Body image is a hot topic in the media. Unrealistic and unattainable are words that can be used to describe images in the media. Skinny, waif-like women and muscular, Rambo-like men are the idolized body images portrayed. In the media female models keep getting thinner and thinner while men keep getting more muscular. Many say the media and its depictions of the ideal body weight created the problems of low self-esteem, eating disorders, poor body concepts, and sexism through spotlighting unattainable body image icons.... [tags: TV Television Body Image]
458 words (1.3 pages)
- Society’s Expectations of a Female’s Body Image Society plays many roles in peoples’ lives. The biggest role that society plays with females is how they should appear. All over the television, movies, and different magazine covers, females come into view as looking very thin and beautiful. People that see these famous females begin to idealize that body image. The male gender also visualizes these famous females and thinks that all females should have this slender appearance. As the year 2000 rolled in, actresses and models’ body weight decreased, and their waiflike bodies became more noticeable in the public’s eyes.... [tags: Media Health Self Image Essays]
2398 words (6.9 pages)