1. Education and the Workforce
Portrayal of Women in Media: Shaping the perceptions and roles of women. By: Ali Fraize
Education and the Workforce
In academia women are seen not only in equality with men, but often even in lab coats or safety goggles. This is a huge step as women in STEM fields still have so far to go. College advertisements, which aim for this female encouragement, are a promising way to inform women that they are capable of, and will have support in, whatever field or profession they choose to pursue. This is a big step from the previous message that women could be nurses (WWII propaganda) or housewives, like June Cleaver, seen in the show “Leave it to Beaver”.
Image from Colby’s Biology Major Page
Film
The roles that women play in movies and TV series have changed drastically; women have gone from playing background roles and side kicks to being the lead protagonists, such as Rey in “Star Wars: The Force Awakens.” The portrayal of strong women has also changed; once considered bossy and rude, women in power or authority are now seen as impressive and good role models. Still, the number of movies with female leads and heroes is far less than those with males.
Image from Star Wars: The Force Awakens
In Advertising:
Provocativeness and sex appeal are common forms of advertisement. While great progress is being made for women’s sexuality, and women are no longer always looked down on for it, there is controversy as to whether or not the sensuality of media sends a positive message. There must be balance between encouraging open and equal sexuality, while not implying that womanhood is dependent on sexuality.
Conversely, there have also been great strides in advertising media. Olympic ads feature top female athletes excelling; this promotes activeness and ambition in women, with proof that “women can.” Brands such as American Eagle Outfitters have incorporated diverse models in their campaigns, sending the message that women of all sizes, shapes and ethnicities are beautiful. This image could promote confidence in more women, and therefore better physical and mental health.
The Undeniable Impact
While some people still question the actual effect media that plays on the thought processes, biases, roles and goals of people, there are actual examples that highlight how direct the impact of media can be. An excellent example is a story recounted by Susan Collins, in which her campaign manager’s 8 year old daughter asked if “boys can grow up to be senators too,” because she had only ever seen Olympia Snowe and Susan Collins as senators on TV and in the news. What people see, becomes what they know.
Public Backlash
There is now public backlash when companies regress in their advertising or demonstrate outdated methods or messages. For example, there is a push towards ending photoshop, meaning that realistic bodies would be displayed, and therefore idealized instead of the unrealistic “perfect” [and exclusive] figure. When Doritos launched the idea of specific “chips for women,” which would have less crunch and less cheese so that “ladies” could avoid the embarrassment of crunching or being messy in public, the backlash led to the idea being retracted—Progress!
Limitations
It is important to note that the extent of this research is by no means general to the whole world. The research presented pertains to that of Americans, and the media in the United States. While some countries may be leaps ahead of the United States in terms of equal and positive female representation, others may be far behind. It is essential not look at the faults of American media and assume the worst for all women. However, it is equally important not to look at the progress we have seen in recent years, and assume that this benefit has reached all women.
Image from American Eagle Outfitters: Aerie’s undergarments (very different from Twiggy)
Image of Lindsey Vonn, the “ski like a girl” icon.