CHAPTER 11: REPRESENTATION OF WOMEN IN THE B.

Advertising and Film

ARTS AND MEDIA
Advertising:
A. Female Objectification
B. Advertising and Film
• Hypersexualized Ads: In advertising, women
C. Beauty and the Western Ideal
are frequently portrayed as symbols of beauty or
sexuality to sell products. Brands often utilize the
The representation of women in the arts and media is a "sex sells" approach, focusing on a woman’s
crucial issue that ties into broader discussions of gender physical appearance to evoke desire or attention.
equality, cultural standards, and the impact of media on The implication is that women’s worth is primarily
societal norms. Below is a breakdown of the topics you've tied to their attractiveness.
outlined: • Stereotypical Roles: Women are often shown in
limited roles in advertisements (e.g., nurturing
A. Female Objectification mothers, housewives, or overly sexualized
figures). These portrayals can reinforce narrow,
Definition: outdated views about women's roles in society.

• Objectification refers to the portrayal of women Impact on Consumers:

as objects to be looked at, used, or consumed,
rather than as fully realized human beings with • Consumer Behavior: Ads targeting women often
autonomy, agency, and complexity. In the context emphasize unattainable beauty standards,
of the arts and media, this often manifests in how leading to increased pressure to conform to
women are depicted primarily for their physical certain ideals. This can also drive consumption of
appearance, sexual appeal, or subservient roles. beauty products, dieting trends, or cosmetic
surgery.
Impact: • Reinforcement of Gender Norms: Many
advertisements reinforce traditional gender roles,
1. Reduced Agency: Female characters in media such as the notion that women are primarily
are often presented as passive objects of desire, responsible for domestic duties or child-rearing,
reducing their agency and contributions to the while men are depicted as powerful, successful,
plot. This reinforces stereotypical gender roles and independent.
where women are valued for their looks rather
than their intellect or personality. Film:
2. Psychological Effects: Objectification can
contribute to body image issues, low self-esteem, • Male Gaze: In cinema, the "male gaze" is a
and mental health problems in women, as they concept coined by feminist film theorist Laura
internalize these media portrayals as societal Mulvey. It refers to the way films are often shot
expectations. This can also influence young girls' from a male perspective, where female
understanding of their self-worth and the way characters are objectified and viewed through the
they see their place in society. lens of male desire. This perspective can shape
3. Sexualization: This often occurs through camera how women are seen in real life — as subjects to
angles, poses, or the way women are dressed or be looked at rather than individuals with depth.
positioned. Women may be shown in sexually • Representation of Women in Film: Historically,
suggestive ways, which can limit their roles to women in films were often cast in stereotypical
mere objects of male desire. roles — the damsel in distress, the femme fatale,
the love interest, etc. These roles rarely allowed
Examples in Media: women to break free from narrow, limiting
representations. Even today, while some
• Music videos, where women are often depicted progress has been made, women are still
as scantily clad, dancing provocatively. underrepresented in certain genres and in roles
• Advertisements that focus primarily on the female of power and authority.
body or beauty rather than the product being
sold.
Examples in Film: that if a woman doesn’t look a certain way, she
must change herself to be desirable or accepted.
• Classic examples of objectification in film include
the portrayal of female characters as passive, Challenges to the Western Ideal:
decorative figures (e.g., Bond girls in James
Bond films) or characters whose personal worth • In recent years, there has been growing
is tied to their relationship with a male lead. resistance to the rigid beauty standards promoted
• Action films or superhero genres where women by Western media. Movements like body
are often secondary characters or are introduced positivity and diversity in media
solely for the purpose of romantic or sexual representation have gained momentum,
attraction. advocating for more inclusive depictions of
women that embrace a variety of body types,
C. Beauty and the Western Ideal ethnicities, and features.
• Celebrities, influencers, and activists have
The Western Beauty Standard: pushed for the representation of diverse beauty
ideals, challenging the notion that beauty is one-
dimensional and highlighting the value of women
• The Western ideal of beauty has long been
beyond their appearance.
promoted in media as a standard that all women
should aspire to. This ideal often emphasizes
physical features such as fair skin, thin bodies, Conclusion
long hair, and certain facial features. It is often
portrayed as the pinnacle of attractiveness and The representation of women in the arts and media has
femininity, marginalizing those who do not fit this profound implications for society, shaping how women view
narrow standard. themselves and how they are viewed by others.
• The Western ideal of beauty has been heavily Objectification, limited roles in advertising and film, and the
influenced by media, fashion, advertising, and the pressure to conform to a singular beauty ideal can have
entertainment industry, leading to the widespread detrimental effects on women’s mental health, self-esteem,
belief that beauty equals worth. This reinforces and societal roles. However, there is a growing movement
the idea that women must conform to this beauty toward more inclusive and diverse representations of
standard to be valued or accepted in society. women that challenge these harmful norms. The evolution
of media and advertising offers an opportunity to promote
Impact on Women: healthier, more empowering depictions of women, focusing
on their individuality, achievements, and contributions
beyond mere physical appearance.
1. Body Image Issues: The continuous promotion
of a singular beauty ideal can lead to body
dissatisfaction, eating disorders, and self-esteem CHAPTER 12: MASCULINITY
issues. Women often feel pressured to meet
these unattainable standards, leading to Masculinity refers to the set of attributes, behaviors, and
unhealthy dieting habits, excessive cosmetic roles associated with men in a given culture or society. The
surgery, or the use of products that promise to concept of masculinity is socially constructed and can vary
change or enhance their appearance. across time, culture, and individuals. It can include traits
2. Cultural Homogenization: The dominance of like strength, assertiveness, dominance, and stoicism, as
Western beauty standards can also contribute to well as expectations around how men should behave or
the erasure of diverse cultural representations of interact with others. However, the traditional concept of
beauty. Women from non-Western cultures may masculinity is evolving, and the discussion around it is
feel alienated if they do not fit the "ideal" body becoming more nuanced.
type or facial features commonly portrayed in
Western media. A. Traditional Masculinity
3. Cosmetic Surgery and Treatments: The
popularity of the Western beauty ideal has fueled Traditional masculinity, often referred to as "hegemonic
an industry around cosmetic surgery, skin masculinity", is the dominant form of masculinity that has
lightening products, and other treatments historically been idealized and reinforced in many cultures.
designed to help individuals conform to these This form of masculinity is characterized by:
standards. This reflects an underlying message
 1. Emotional Stoicism: Men are often expected to 1. Inclusive Masculinity:
suppress emotions, particularly vulnerability and o Inclusive masculinity recognizes that
sadness, and to only express emotions like anger masculinity can be diverse and non-
or aggression. This can contribute to mental monolithic. It allows for men to express
health challenges, as men may feel unable to vulnerability, emotional openness, and
express their feelings or seek help when needed. softness without being labeled as weak
2. Physical Strength and Toughness: Men are or unmanly.
expected to be physically strong and resilient, o This perspective encourages men to
which can manifest in the glorification of physical reject restrictive gender norms and to
dominance, athletic prowess, and toughness. embrace a fuller range of emotions,
3. Heteronormativity: Traditional masculinity often including empathy, compassion, and
associates men with heterosexual relationships, cooperation.
assuming they are attracted to women and o It also challenges homophobia within
defining male identity through this binary masculine culture, encouraging
framework. This contributes to societal pressure acceptance of different sexual
to conform to heteronormative standards. orientations and identities. As a result,
4. Economic Success: Men are often expected to inclusive masculinity promotes
be the primary breadwinners and provide healthier and more authentic
financially for their families, which can create a expressions of male identity.
sense of responsibility that burdens many men, 2. Redefining Strength:
especially in a society where economic structures o Strength is increasingly seen as more
are constantly changing. than physical power. Emotional
5. Dominance and Power: Men are often strength, resilience in facing life's
socialized to exhibit dominance and leadership challenges, and the ability to support
qualities, whether in the workplace, in others in times of need are now
relationships, or in broader social settings. This recognized as valuable aspects of
reinforces the power dynamics between men and masculinity.
women. o Men are encouraged to embrace their
emotional intelligence, vulnerability,
Impact of Traditional Masculinity: and interpersonal skills, which can lead
to better mental health and improved
relationships.
• Mental Health Struggles: The suppression of
3. Breaking Free from Gender Roles:
emotions and the pressure to conform to
o The evolution of masculinity includes
traditional masculine ideals can lead to increased
pushing against traditional gender
mental health issues in men, including
roles. Men are now more involved in
depression, anxiety, and substance abuse.
caregiving and domestic
• Toxic Masculinity: When these traditional ideals
responsibilities, which were historically
become extreme or harmful, they can contribute seen as "women's work." The modern
to toxic masculinity, which encourages harmful
conception of masculinity often
behaviors like aggression, entitlement, disrespect
includes men who take on more equal
toward women, and emotional repression. roles in parenting, housework, and
• Relationship Issues: Men who adhere strictly to emotional labor.
traditional masculinity may find it difficult to form o Men are also embracing different forms
healthy emotional connections with others, of masculinity that align with their
including their partners and children, as they may unique experiences, whether that
struggle with vulnerability or empathy. means a more artistic or nurturing
approach to masculinity, or one that
B. Evolving Understandings of Masculinity emphasizes gender fluidity.

Over the past few decades, the concept of masculinity has C. Masculinity and Feminism
been increasingly scrutinized and redefined. The idea of
"multiple masculinities" suggests that there isn't one
• Intersectionality of Masculinity and Feminism:
single way to "be a man" — masculinity is fluid and varies
Men’s engagement with feminism can be a key
across different contexts and individuals. factor in dismantling harmful stereotypes about
 masculinity. Many men, especially those who adopt more inclusive and sensitive
advocate for gender equality, recognize that versions of masculinity.
traditional forms of masculinity often harm both o Companies are increasingly
men and women. recognizing that consumers, including
• Masculinity as a Support for Equality: Some men, are interested in products and
men reject traditional masculinity altogether, messages that reflect a broader, more
advocating for a model of masculinity that aligns progressive view of masculinity, such
with feminist values — one that promotes as those that promote self-care,
equality, emotional intelligence, and active emotional openness, and positive body
support for women’s rights. image.
• Men as Allies: Men can play an essential role as
allies in feminist movements by confronting toxic E. The Future of Masculinity
masculinity, supporting women in leadership
positions, and challenging gender-based As society continues to evolve, the concept of masculinity
violence. Masculinity that is inclusive, egalitarian, will likely continue to shift. The movement toward gender
and supportive of feminism helps create a equality, the rise of inclusive masculinity, and the rejection
healthier society for everyone. of toxic masculinity will open up more opportunities for men
to express themselves authentically.
D. Media and Masculinity
1. Mental Health Advocacy: A key development is
The portrayal of masculinity in the media has a profound the growing acceptance of mental health
effect on how men understand and perform their gender challenges among men. As men feel more
roles. Media, especially film, television, and advertising, comfortable discussing their emotions and
has long reinforced traditional masculine ideals, but there seeking help, this can reduce the stigma
has been a shift toward more diverse representations of surrounding mental health and encourage
men. healthier coping mechanisms.
2. Gender Fluidity: The concept of masculinity is
1. Traditional Media: increasingly being seen as fluid, where men can
o Films, TV shows, and commercials embrace a range of expressions without
often depict men as strong, stoic, and conforming to rigid, traditional roles. This aligns
in control. The "action hero" stereotype, with the broader trend of embracing non-binary
where men are physically dominant and gender-fluid identities, which allow people
and emotionally reserved, remains to define their gender experience on their own
pervasive in mainstream media. terms.
2. Challenging Representations: 3. Inclusive Spaces for Men: Communities and
o Recent media trends have challenged platforms are being created where men can
traditional masculinity, offering engage in discussions about masculinity,
representations of men who express challenge traditional expectations, and support
vulnerability, engage in emotional one another in embracing more diverse forms of
labor, and participate in traditionally masculinity. These spaces offer a place for
female-coded activities (e.g., emotional expression, vulnerability, and
caregiving, nurturing). empowerment.
o Shows like This Is Us and movies like
The Pursuit of Happyness portray men
as complex, emotionally nuanced
characters who engage in caregiving, Conclusion
struggle with mental health issues, and
express a wider range of emotions.
Masculinity is not a one-size-fits-all concept. It is socially
3. Advertising and Masculinity:
constructed, ever-evolving, and has significant implications
o Advertising has also shifted in
for men and their relationships with others, especially
response to changing gender norms.
women. The shift away from traditional masculinity toward
While traditional ads often emphasize
more inclusive, diverse, and emotionally aware expressions
strength and dominance, newer
is essential for creating a more equitable society. It is
campaigns (e.g., Gillette’s “The Best
crucial to challenge harmful stereotypes, support men’s
Men Can Be”) have encouraged men to
mental health, and embrace various forms of masculinity
that allow individuals to express themselves freely without
the constraints of outdated gender norms.