User:Rachel Benedict/sandbox

Body Image

In todays society the media and body image share close ties. 30 percent of all television time is directed towards advertisements. (1) The media and body image share close ties due to the amount of time spent watching advertisements. The average fashion model wears a size 2 or 4, while the average women is a size 12 or 14. The body image portrayed by advertisements shows a "false body image" of the general population. "False body image" has become well known, as people portrayed in advertisements are often "touched up" and edited to be thinner and flawless. These representations of are often not realistic images of the body (1). Through the media portraying these false body images, it has also impacted body dissatisfaction and disordered eating (2). It is common that these body images, ones that are often unrealistic, lead to anxiety, depression and inadequate feelings toward the ideal body image (1).

Current feminist studies are striving towards including heavier than normal models in high end, top selling women’s magazines. In one study, including an editor of one of the top selling women’s magazines, she claimed her view of feminism demonstrated an understanding that the issues revolving around women’s bodies (8). In addition, she also claimed she understands the culture surrounding women’s bodies is likely unchangeable as sample-sizes would not fit normal-sized models, clothes hang better on thinner bodies, and photographers personal compalints when asked to shoot women who were not “conventionally thin” (8).  These factors limit any efforts to lose the body image issue of “thinness” in society and advertising. Though the word “feminist” does not have a definition that is completely set in stone nor does it have a set standard of beliefs, a “feminist” would issue a larger sized model who represents, or nearly represents, the average woman (8).

Gender Roles

Gender roles have also been impacted by the media and advertising. SlutWalk is one phenomenon that emerges through incontemporary “third-wave feminism”. The SlutWalk movement helps increase victim visibility and reintroduce sexual violence issues to the public (3). Gender roles within media and advertising have also been impacted by sex and relationship commitments. Men have positive attitudes toward casual and recreational sex, whereas women value the emotional intimacy and commitment around a sexual relationship (4).

Gender roles in media and advertising is impacted by humor. Advertising frequently uses gender roles to promote products. There are various stereotypes in regards to humorous advertising with both males and females. Stereotypes can product oversimplified conceptions and misapplied knowledge evaluations. Humor is generated on two steps. First, some kind of incongruity that violates a predominating view has to be recognized and, second, if people cognitively resolve this incongruity, they experience humor. Humor occurs when it seems that things are normal, while at the same time something goes wrong that breaks our expectations. Men could be depicted in domestic roles doing chores, whereas women would be presented in independent roles. This would break our expectation and society norms that revolve around the gender roles. Exaggerating these gender norms would have a potential to be humorous (6).

Advertising Strategy

Media and advertising has also taken a strategic role in today’s society. Women’s behavioral intention is enhanced more through a transformation message strategy than an information message strategy. However, a man’s behavioral intention is an information message strategy as opposed to a behavioral intention (5). Advertisements rarely portray people that look like "us", or the norm. Women are frail thin, and often are edited or "touched up" to look thinner and flawless. The people whom advertisements are aimed at, rarely look the same as those portrayed in the advertisements themselves (1). The Females process self-efficacy and behavioral intention emotionally rather than rationally like males do (5). Another gender difference that has emerged is consumer effectiveness and message strategy significantly predicted self-efficacy (5). These findings show a gender role within media and advertising.

Research suggests that there are four different and independent components. They are trait descriptors (self-assertion, concern for others), physical characteristics (hair length, body height), role behaviors (leader, taking care of children), and occupational status (truck driver, elementary school teacher, housewife). Each component has a masculine and a feminine version. Stereotyping becomes problematic when stereotypes lead to expectations and judgements that restrict life opportunities for subject of a social category. This is the reason why public policy is concerned about marketing activities that promote stereotypes. Each gender stereotype component can lead to negative consequences that restrict life opportunities, particularly for women. Physical characteristics can lead to reduced self-dignity, role behaviors may lead to restricted opportunities of self-development, and stereotyping of occupational roles may lead to disadvantages in women’s careers (7).

1. The Media and Body Image. (n.d.). Retrieved February 23, 2016, from http://www.mirror-mirror.org/the-media-and-body-image.htm

2. Media, Body Image, and Eating Disorders. (n.d.). Retrieved February 20, 2016, from https://www.nationaleatingdisorders.org/media-body-image-and-eating-disorders

3. Sorce, G. (2016). SlutWalk: Feminism, Activism and Media. International Journal Of Communication (19328036), 1060-62.

4. DAHL, D. W., SENGUPTA, J., & VOHS, K. D. (2009). Sex in Advertising: Gender Differences and the Role of Relationship Commitment. Journal Of Consumer Research, 36(2), 215-231.

5. Yoon-Joo, L., Haley, E., & Avery, E. J. (2010). The Role of Gender and Message Strategy in the Perception of Advocacy Advertising. Journal Of Current Issues & Research In Advertising (CTC Press), 32(1), 47-55.

6. Eisend, M., Plagemann, J., & Sollwedel, J. (2014). Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness. Journal Of Advertising, 43(3), 256-273. doi:10.1080/00913367.2013.857621

7. Knoll, S., Eisend, M., & Steinhagen, J. (2011). Gender roles in advertising. International Journal Of Advertising, 30(5), 867-888.

8. Press, A. L. (2011). Feminism and Media in the Post-feminist Era. Feminist Media Studies, 11(1), 107-113. doi:10.1080/14680777.2011.537039