Post Two

          There is no question that female oppression and discrimination exists within the media today. It is quite evident through their popular portrayals of being either sex objects, or stereotypical household commodities, that, as active members of a consumer society, we are (consciously or subconsciously) ingesting information produced by a male-dominated world. In Images of Women and Minorities in Advertising, Anthony J. Cortese states that "Ads portray women as sex objects or mindless domestics pathologically obsessed with cleanliness. Women are constantly held to this unrealistic standard of beauty. If they fail to attain it, they are led to feel guilty and ashamed". 

          It seems bizarre, however, accepting that this problem still exists, especially after analyzing statistics regarding the unique progress that women have made in a male-dominated world. Over the years, women have proven to be equally as intellectually capable and successful as men have...if not more.

          Modern advertisements often seem to thrive on patriarchal undertones. Although not always blatant, it is undeniable. In advertisements, commercials, and popular images, men assume the position of being the dominant figure and are often visibly shown objectifying women. Whether the woman is turned into a sexual object for the male, or she is demeaning herself for the satisfaction of others, it isn't right. One could even make the argument that the double-standard between men and women exists as a direct result of the media's decisions.

          “Patriarchal culture continues to control the hearts of men precisely because it socializes males to believe that without their role as patriarchs they will have no reason for being. Dominator culture teaches all of us that the core of our identity is defined by the will to dominate and control others", as Bell Hooks states in Feminist Manhood. She suggests that men are highly influenced and  driven by the patriarchal images that they consume on a daily basis, and are blind to the ongoing discrimination. It is almost as if, if we don't remind male consumers of this falsified illusion, they will feel like less of a "man". Well, we wouldn't want that...

          There is no question that sex and beauty as a whole, remain prominent marketing strategies for most companies and products. Although a sacred thing, the idea of sex has progressively transformed into a tool. It sells, which is something that didn't take long for media-makers to recognize; having no regard on the negative impact that it's had on girls and women of varied ages, races, and ethnicities...not to mention the impact it's had on the mindsets of males.