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Sex Sells: the Role of the Media in Legitimising Gender Discrepancies

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Submitted By nataliekatholos
Words 3317
Pages 14
This article is a detailed, academically supported body of work, designed to retort the following questions: How and why are semantically sexualised women used as a perceptive marketing stunt’ and ‘what role does the media play in legitimizing gender discrepancies through framing and cultivation strategies? Coaxed by the issue of female objectification in the mass media, the following research was conducted both practically, and theoretically, to overtly annunciate the social and democratic problems associated with advertised female subordination. The relative research involves a semiotic analysis of two sources, coupled with a survey of 40 candidates of varying ages. Furthermore, theoretical mechanisms of media framing and cultivation have been deconstructed throughout this article to uncover the impact of magnified female subordination on the domestic expectations of children and young adults. Through the collection of data, it was able to be conclusively recognized the impact of objectification on social attitudes. Results had shown the many conceptions concerning the female purpose, these include; a woman’s role as a domestic and sexual slave to her male partner. Through the convergence of data, semiotic analysis and academic theory, it may be meticulously understood how female objectification in the mass media is a social complication in the construction of an egalitarian future.
‘Women’s bodies are predominantly valued for its use to others’
Fredrickson & Roberts 1997
During the past decade, society has witnessed the progression of information technology, and has been a part of a global communication network that surpasses domestic and moral boundaries. This network has fabricated a sharp impact on national discourse, political policy, and the social attitudes of society, particularly children and young adults. As our society becomes more commercial,

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