Gender (specifically Female) Roles Through Media

Much of what we know in life, whether we are concious of it or not, is based on the images and messages we recieve through the media. We are programmed to understand our identities (especially gender identities, as I will further explore) based on the way that society portrays people of differing identites. In this post, I wish to discuss the theme of identifying the roles of women in society. Women are expected to be humble, innocent,home-making ladies with great bodies and fashion, and a full-willingness to subdue themselves for the sexual interests of men. In the following ads that i have chosen, these ideal characteristics for women are suggested upon the consumer as obvious aspirations and norms.

The first two ads display attractive, young, thin women as fairy-like creatures surrounded by "feminine" things such as flowers, sparkles, and ribbons. These ads imply that women are supposed to be delicate and sweet, while also hinting at the need for beauty and sexually appealing apperances. Paris Hilton is the role model given for the perfume ad, as she has been for many advertisements that exaggerate the ideals of females. Her promiscuity has been looked upon in negative light from time to time, but yet her apperance and fulfillment of male desires has placed her as a character for women to aspire to. Also, the ad for Snappy Stories displays a line of girls similar in hight, weight, and apperance, who are conforming to the ideal female image.

The next advertisement I have included, focuses on the same ideas of innocence and sexiness that the previous did, but in a more direct manner. This ad for Love's Baby Soft Cosmetics depicts a young girl with pursed 'kissy lips', wearing white- the color of purity- and holding a teddy bear. This image promotes the external image of innocence while maintaining elements of sexual activity and the attaiment of male attention. The expression on her face seems to be leading the consumer into her sexuality, but while keeping it adistanced by creating an apperance of youth and naiveté. Society (through the media) wishes to promote such a character so as to retain the idea of women being weak and in need of protection and assistance from men.

Another advertisement I have chosen to demonstrate the identity of women- as shown in the media- displays the typical housewife image of a woman in the kitchen doing her 'household chores'. This depiction of an ideal female tells women to be neat, cheery, and dedicated to keeping an immaculate home. The ad is for S.O.S. pads- used for kitchen cleaning- and displays what was (and in ways, still is) the perfect woman. For a long time, women weren't expected, or allowed, to do more than tidy up the house, so many ads (especially from this era) depict females as loving and devoted maids for their families.

The following ad is another from past generations, but still holds true many characteristics of society's perfect woman. This advertisement is simple, yet blunt in it's message. The woman is laying nudly (while concealing herself in a sort of modest fashion), staring at a shoe as if it is her main desire. The text speaks to men, saying "Keep her where she belongs..." which implies that women are meant to be fashionable, obsess over shoes, and love shopping. This also leads to the idea that the men are supposed to have some sort of control over where their women go and what they do (which can be assumed to be controlled through their dominance of finances.) I feel this ad is degrading to the worth and intellegence of women because it focuses on material things and promotes the authority of males in a subtle, yet distinct manner.

The final image which i wish to discuss in the terms of gender identity, is that of a woman being introduced to technology that is probably 'beyond her comprehension'. This ad depicts an attractive woman sitting beside an early version of a computer, with text that suggests she is confused and astounded by the machein. There has been a long-lasting image of women as unintelligent, ditsy, and helpless, as well as a status quo for men being clearly superior in terms of technology and work ability. Back in the day, women were lucky to have jobs of any sort, and the jobs they were even capable of attaining were secretary or homely positions- working under male leaders. This ad denotes a sense of power for a woman working in a position outside of the house because holding a positon even this 'prestigious' was viewed as a privilage. I feel that it's showing a lack of ability and competence in women, and furthers a structure for women to feel special if they even obtain a job using this advanced of equiptment. This ad, as well as the previous ads I have discussed, presents a character for women to frame their lives around, and society hopes that women will adhere to it, so as to create a generalized conformist league of women that will propell the intents that society has for them.

I have chosen to focus on the identity cast upon women in this blog, but I would like to mention that I understand men are also expected to adhere to a set of identity characteristics which, in turn, act hand-in-hand with the roles for women. I do not blame the roles set for women on anyone or any advertisement, but instead on us as a society which creates an image for either gender to desire and attain to.