12 June, 2012.
Women in Media/Advertising
Media has taken a significant part in our society. People in twenty first century are exposed to media everyday and everywhere due to dramatic advance in technology. As sex became more explicit, sexual content in media, especially in advertisement, become a social norm. Sexual matter is everywhere: in television, radio, movies, music, and sexual imagery in print media. Therefore, sexuality became a very powerful media. However, when talking about sexuality in advertisement one imagines attractive female’s body. Content analyses have consistently demonstrated that such content sexually objectifies women more than men. (Jocken.P) The number of advertisements with alluring images of women, measured on the content scale, increases annually. Such tendency negatively affects on next generation perceptions of sexuality and on women’s position in society . One way in which individuals are connected to a larger social group is through socialization. Socialization is the process whereby we learn and internalize the values, beliefs, and norms of culture. In contemporary society, the mass media serve as a powerful socializing agent. (Zimmerman, A.) Viewers learn and internalize some of those beliefs and norms presented in media products. Sexually objectified portrayals of women in advertisements can also affect the views of sex and sexual behavior. It may be difficult for society not to be influenced by the overwhelming message to objectify women. Approximately two-thirds, or 68 percent, of television programs examined between October 1999 and March 2000 contained sexual content, compared to 56 percent in the 1997-1998 season; and this percentage is increasing annually. (Zimmerman,A.) Girls exposed to these images become more sexually aggressive. Moreover, recent studies shows the link between early sexual experiment and this study showed that young women today are ore...