Subject: Sex and Gender...

Affects on Media Posted by: Amanda L Heath on 16:05:15 9/19/99:

Amanda Heath Gender Studies Many ad ertisers re!y on sexua! ima"es and "ender to se!! their #roducts. $hether the #roduct is c!othin"% ma&e'u#% ci"arettes or a!coho!% the ima"e is the same. More often than not% a (oman is #ortrayed in a sexua! (ay in order to attract the attention of the reader. After readin"% )$ays of Seein"* and (atchin" )S!im Ho#es* + rea!i,ed ho( much the media does re!y on sex and "ender to se!! #roducts. + chose an ad from the ma"a,ine Marie -!aire. .his ad sho(s a (oman (ith her head thro(n /ac&% shirt un/uttoned% and a red !acy /ra sho(in" much c!ea a"e. 0f course% the (oman is a o!u#tuous /!onde (ith red !i#s and #erfect s&in. +n her hand% she is ho!din" an air#!ane1a 2'53. .his ad is for an a!coho!ic drin&% 4ah!ua 2'53 and "i es a reci#e on ho( to ma&e it. + honest!y do not understand (hy they (ou!d #ut this ad in a (oman5s ma"a,ine. + thin& it (ou!d /e more a##ro#riate for 6!ay/oy. As a fema!e reader% + am offended /y an ad !i&e this. 7nti! (atchin" and readin" the a/o e (or&s% + (as not com#!ete!y a(are of the sex and "ender issues in ads. 8o(% + am more a(are of this. As + (as thum/in" throu"h a ma"a,ine to find an ad% + (as /om/arded /y ho( many + cou!d choose from. + found the mo ie% )S!im Ho#es* ery interestin". + find it sad that fourth "rade "ir!s are a!ready dietin"% and that most teena"e "ir!s (ished to /e thinner. .he s#ea&er in the mo ie had so many "ood #oints% and + cou!d honest!y re!ate to (hat she (as sayin". + am a reco ered /u!imarexic and + understand ho( much affect the media has on youn" (omen. + do not /e!ie e ho(e er% that the media is so!e!y res#onsi/!e for the de e!o#ment of eatin" disorders. .hey do ho(e er% #ush the #oint of )thin is "ood*. +n America as (omen% (e are tau"ht that /ein" fat is e9ua! to /ein" /ad. .hin on the other hand% is tau"ht as the )ri"ht* (ay1+ !i&ed the #oint that the s#ea&er made (hen she said% ).hin is no( associated (ith ir"inity and "oodness*. .his is ery true. As a youn" (oman in American society% + find it difficu!t and frustratin" (hen + am constant!y faced (ith these ads and ima"es. .he #eo#!e that are sho(n in e ery #icture% mo ie and ad are not human. .hey are air/rushed indi idua!s in the most f!atterin" #oses and c!othes. + &no( that% yet + sti!! find myse!f constant!y com#arin" myse!f to them. American ad ertisers need to rea!i,e that they can reach more #eo#!e throu"h sho(in" #eo#!e that are more !i&e the a era"e American. + &no( that if + (ere to see a (oman my si,e in a #air of :eans that !oo&ed "ood% + (ou!d /e more a#t to /uy them rather than if + (ere to see a (aif in the :eans.

htt#://(((.#u/!ic.coe.edu/(c//schoo!s/-0;/en"/"haus&ne/10/forums/forum</messa"es/ 56.htm!

Introduction Ado!escence is a time #eriod (hen youth /et(een the a"es of t(e! e and ei"hteen are ex#eriencin" ra#id emotiona!% #sycho!o"ica!% and /io!o"ica! chan"es. =urin" the ear!y sta"es of ado!escence% youth are concerned (ith ho( they are ie(ed /y others. .herefore% these youth try to /eha e% dress% and ta!& accordin" to ho( they thin& others ie( them. Ado!escents a!so (ant to see& autonomy from and socia!i,ation outside of their fami!y. 0ne source of socia!i,ation is the media. >-ha#in% 3000? =ittmar et a!% 3000? 4e!!y et a!% 1999? 8e(ton% 1995@ .he media #!ays a hu"e ro!e in youth5s !ife /ecause ado!escents are una(are of the media5s #ur#ose in society and that is to reinforce #rior &no(!ed"e >-ha#in% 3000@. Aurthermore% the media #ro ide ado!escents (ith information a/out sex% "ender ro!es% re!ationshi#s% etc. and it he!#s them to connect (ith a youth su/cu!ture. >-ha#in% 3000? 8e(ton% 1995@ Ado!escents /e!ie e that the media ref!ects ho( !ife is in the rea! (or!d. 2y !oo&in" at arious as#ects of the media that inf!uence ado!escentsB !ifesty!e% (e ho#e to o#en the eyes of #arents to the affects that the media can ha e on the a!ues of ado!escents. $e (i!! #ro ide #arents (ith information on:

definition of media % ima"e sha#in" % sexua! curiosity% music inf!uence% mora! de e!o#ment% and #arentBs res#onsi/!ity.

Definition of Media .he media is defined as !istenin" to music% (atchin" and #urchasin" ideos% (atchin" mo ies% readin" ma"a,ines% #urchasin" -=S and /oo&s and searchin" the internet. Ado!escents searchin" on the internet (i!! come across chat rooms% (e/ sites% and yes% e en #orno"ra#hy. .he media #ro ides ado!ecents (ith information a/out "ender ro!es% sex% emotions% and so on? ho(e er% the media does not ref!ect e eryone in society% meanin" that it on!y focuses on one ty#e of #erson or "rou# of #eo#!e. .herefore% information #resented /y the media cannot /e a##!ied to e eryone5s !ife. >=ittmar et a!% 3000? 4e!!y et a!% 1999? Stice et a!% 3001@ Image Shaping =urin" ado!escence youn" #eo#!e are concerned (ith their a##earance and /ein" acce#ted. .hey use ima"es from te!e ision and ma"a,ines as "uide!ines for /eha in" and dressin" a##ro#riate!y. Aor instance% many youn" "ir!s try to emu!ate 2ritneyBs S#ears% the sin"er% dressin" sty!e% /eha ior% and attitude% /ut she dresses and /eha es #ro oacti e% accordin" to some ie(ers. 8ot on!y are ado!escents imitatin" sin"ers% actors% and actresses% /ut retai!ers are (or&in" hard to inf!uence teens to #urchase their ne( #roducts

or ne( !ine of c!othin". Cetai!ers &no( that it is easier to inf!uence #eo#!e (ho are not a(are of ho( the media (or&s than those (ho do. Since ado!escents are not a(are of the mediaBs ro!e in society% they feed into the misconce#tions #resented /y the media. As a resu!t% there are more fema!es no( than in the #ast (earin" ha!ter'to#s and mini'tees and desirin" to en"a"e in sex. Many schoo!s de e!o#ed dress codes to a!!e iate the num/er of fema!es (earin" ina##ro#riate c!othin" to schoo!.>ref@ 8ot on!y are ima"es from the media used a a "uidance for dressin"% /ut a!so for /ody sha#in". 0ften in the media ima"es of thin and muscu!ar #eo#!e are seen and ie(d as sexy. As time "oes on% teens /e"in to ado#t the ideas of (hat is sexy accordin" to the media. $omen are more !i&e!y than men to de e!o# eatin" disorders from their desire to !oo& a certain (ay? ho(e er% this is not :ust a resu!t of ie(in" s#ecific ima"es from the media. >Stice% 3001? Dan den 2u!c&% 3000@. +n addition% ado!escents recei e information a/out (hat is means to /e a (oman or man from different te!e ision #ro"rams and fi!ms. Acce#ta/!e "ender /eha ior is a!so !earned and reinforced throu"h #eer interactions. >Harris% 19E6% as cited /y Gru/e et a!% 3000@. =e#endin" on the ty#e of sho(% youn" #eo#!e may ado#t /ad as#ects of "ender ro!es. Sexual Curiosity Ado!escents are ex#osed to numerous sexua! ima"es and messa"es on te!e ision and they use this source of media to "ain &no(!ed"e a/out sex% dru"s% and io!ence% as (e!! as ho( to /eha e in re!ationshi#s and friendshi#s >-ha#in% 3000? Gru/er F Gru/er% 3000@. +n the 7nited States% #arents are a/!e to monitor (hat they chi!dren are ex#osed to in the media /y usin" te!e ision ratin" systems such as #arenta! contro!s% D'chi#s% and ratin" sca!es. +n addition% certain internet #ro iders offer #arenta! /!oc&s to #re ent chi!dren and teens from enterin" #hono"ra#hic (e/sites. A!thou"h these ratin" systems he!# #arents to monitor (hat their chi!dren (atch on te!e ision% it does not e!iminate ado!escentsB curiosity a/out sex. .herefore% it is ery im#ortant that #arents find (ays to ta!& (ith their chi!dren a/out sex. Aor some #arents ta!&in" (ith chi!dren a/out sex (i!! not /e #ro/!ematic% /ut for others it (i!!. Musical Influence +n music% es#ecia!!y ra#% some men use their !yrics to de"rade and de a!ue (omen. Goun" /oys !istenin" to this &ind of music may /e"in to thin& that this is (hat they need to do or to act !i&e in order to "et attention. Aor instance% in Hay'I5s son" +s .hat Gour 2JJJJK he rhymes% )17h% yo donBt "et mad at me/ + donBt !o e Bem + fJJJ Bem / + donBt chase Bem + duc& Bem / + re#!ace Bem (ith another one1/ + ne er &iss her% + ne er ho!d her hand / +n fact + dis5 her +Bm a /o!der man / +mma #im# her% itBs o er/ +tBs o er man% itBs o er man1* >Hay'I% 1999@%

.he messa"e that Hay'I is sendin" to youn" men is that (omen are on!y usefu! for sex. 8ot on!y is Hay'I de"radin" (omen in this% /ut is a!so inf!uencin" youn" men to treat (omen !i&e o/:ects instead of human /ein"s. Ado!escents are a!so ex#osed to io!ence in music. Aor exam#!e% ;minem ta!&s a/out &i!!in" his (ife in his son" entit!ed 4im >;minem% 3000@. Gir!s are a!so inf!uenced /y music. Aor exam#!e% 2ritney S#ears in her son"% +5m A S!a e L7% sin"s% +Bm a s!a e for you/ + cannot ho!d it% + cannot contro! it/ +Bm a s!a e for you/ + (onBt deny it%/ +Bm not tryin" to hide it/ 2a/y% donBt you (anna dance u# on me/ .o another time and #!ace/ 0h% /a/y% donBt you (anna dance u# on me/ Lea in" /ehind my name and a"e/ Li&e that. Gou !i&e thatK /Geah. 8o( (atch me/ Get it% "et it% "et it% "et it/ Get it% "et it% "et it% "et it/ Get it% "et it% "et it% "et it/ + rea!!y (anna dance toni"ht (ith you/ + rea!!y (anna do (hat you (ant me to/ + rea!!y (anna dance toni"ht (ith you/ + rea!!y (anna do (hat you (ant me to/ 2a/y% donBt you (anna dance u# on me/ .o another time and #!ace/ 0h% /a/y% donBt you (anna dance u# on me/ Lea in" /ehind my name and a"e1>S#ears% 3001@. Goun" "ir!s may #ercei e the messa"e from this son" as /ein" M"ir!s are re9uired to /e su/missi e to menM. A!thou"h some artists #roduce #ositi e son"s% ado!escents are ex#osed more to the ne"ati e ones /ecause they are #!ayed more on the radio and te!e eision. >2ro(n F Hendee% 19E9% as cited in -ha#in% 3000@. .hese !yrics may contri/ute to teen #re"nancy% sexua! assau!t% and dru" use% amon" other thin"s. Moral Development Ado!escents that see& information a/out "ender ro!es from the media (i!! a!so recei e mora!s and "uide!ines for !i in". A/stract mora! de e!o#ment /e"ins durin" ado!escence. +t is the a/i!ity to thin& a/out the conse9uences of one5s actions. =urin" ado!escence% teens are #uttin" menta! 9uestion mar&s next to the mora!s that their #arents ha e set for them. -hi!dren are interested in !earnin" a/out the accuracy of their #arents5 mora!s and the reasons for them. .his information is attained throu"h the media and interactions /et(een friends. Ado!escents recei e information on ho( many of their #eers /e!ie e that en"a"in" in a #articu!ar en ironment is ri"ht or (ron". >8e(ton% 1995@ 8ot on!y are ado!escents !earnin" a/out ho( many of their #eers ha e the same #ers#ecti e on a certain /eha ior /ut they are a!so !earnin" a/out the /eha iors that they (i!! acce#t or re:ect.

Parents Responsibility A!thou"h ado!escents are see&in" for inde#endence from their fami!y% it is ita! to ado!escents5 existence that #arents teach them a/out !ife. ; en thou"h% it seems as if chi!dren are not !istenin" to their #arents (hen they are /ein" !ectured% #arents shou!d &no( that they are !istenin". As ado!escents ie( thin"s in the media and interact (ith their #eers% they are matchin" (hat (as !earned at home to (hat is /ein" tau"ht in the (or!d. $ithout #rior &no(!ed"e% ado!escents5 acce#t e erythin" that is #resented to them. +n other (ords% ado!escents that !ac& a foundation or a set of mora!s (i!! not &no( (hat is ri"ht or (ron". >4e!!y et a!% 1999@ +n addition% ado!escents usua!!y ha e a difficu!t time fittin" into non'de!in9uent "rou#s (hen they !ac& mora!s on ho( to /eha e. An non'de!in9uent "rou# consists of youn" #eo#!e that do not io!ate the !a(s of the 7nited States and of their #arents? ho(e er% some !a(s contradict the ru!es enforced /y #arents. Aor exam#!e% some #arents #ermit their chi!dren to drin& a!coho! and smo&e ci"arettes% (hereas the !a( states that chi!dren under the a"e of 1E may not #urchase ci"arettes? this !a( is inter#reted as% chi!dren under the a"e of 1E shou!d not smo&e ci"arettes unti! they /ecome adu!ts. -hi!dren may ex#erience confusion if there are contradictions in the !a(s of the 7nited States and the ru!es enforced /y their #arents as (e!! as those ado!escents (ho !ac& mora! de e!o#ment :oin antisocia! "rou#s. >;nnett et a!% 3001% Stee!e% 1999@ 0ne (ay for #arents to he!# their chi!dren co#e (ith the differences in the !a( of the 7nited States and ru!es enforced at home is to inform their chi!dren of those differences. 6arents can a!so educate their chi!dren a/out the conse9uences of their actions. Aor exam#!e% a #arent that te!!s his or her chi!d that it is o&ay that he or she smo&es shou!d a!so te!! the chi!d that smo&in" is not a!!o(ed for chi!dren under the a"e of 1E. 6arents shou!d a!so say% if you decide to smo&e and "et cau"ht you (i!! "et into trou/!e (ith the !a( and this can fo!!o( you for the rest of your !ife. -o!!e"es and :o/s a!(ays as& if you (ere con icted of any crimes. 2y #arents te!!in" their chi!dren the #ros and cons to an action and #ermittin" the chi!d to ma&e the fina! decision may he!# ado!escents to /ecome inde#endent of their #arents? inter#ret the messa"es #ortrayed in the media a/out that #articu!ar issue as acce#ta/!e or non' acce#ta/!e? and to choose "rou#s that (i!! su##ort their decisions. ey points: Ado!escents are concerned (ith ho( they are ie(ed /y others Ado!escents desire to fit in% therefore they (i!! search for that (hich is #o#u!ar .he media #ro ides ado!escents (ith information a/out "ender ro!es% sex% re!ationshi#s% emotions? ho(e er% the information "i en to them does not necessari!y ref!ect society as a (ho!e .he media has a "reat im#act on ado!escents +t is im#ortant that #arents teach their chi!dren a/out !ife issues such as sex

References: -ha#in% H.C.> 3000@. Ado!escent Sex and Mass Media: A =e e!o#menta! A##roach. Adolescence, 35 (140), N99'EL1. =estiny5s -hi!d .he $ritin"5s 0n .he $a!! >1999@ -=. =ittmar% H.% L!oyd% 2.% =u"an% S.% Ha!!i(e!!% ;. Haco/s% 8.F -ramer% H. >3000@. .he )/ody /eautifu!* ;n"!ish ado!escents5 ima"es of idea! /odies. Sex Roles, 42 (9-10)% EEN' 915. ;minem .he Marsha!! Mathers L6 >3000@ -=. ;nnett% S...% 2auman% 4.;.% Aoshee% D.A.% 6em/erton% M.% F Hic&s% 4.A. >3001@. 6arent' chi!d communication a/out ado!escent to/acco and a!coho! use: $hat do #arents say and does it affect youth /eha iorsK Journal of Marriage and a!il", #3 (1),LE'63. Gru/e% H.$.F Gru/e ;. >3000@. Ado!escent Sexua!ity and the Media? A Ce ie( of -urrent 4no(!ed"e and +m#!ications. $es%ern Journal of Medicine, 1&2 (3), 310'31L. Hay'I Do! <1Life and .imes of S. -arter >1999@ -=. 4e!!y% 4. F =onohe(% L. >1999@. Media and #rimary socia!i,ation theory. Su's%ance (se and Misuse, 34 (&), 10<<'10L5. 8e(ton% M. >1995@. Adolescence: Guidin" youth throu"h the #eri!ous ordea!. 8e( Gor&: $.$. 8orton F -om#any. S#ears% 2ritney 2ritney >3001@ -=. Stice% ;.% S#an"!er% =.% F A"ras% S.$. >3001@. ;x#osure to media'#ortrayed thin idea! ima"es ad erse!y affects u!nera/!e "ir!s: A !on"itudina! ex#eriment. Journal of Social and )linical *s"c+olog", 20 (3), 3N0'3EE. Dan den 2u!c& >3000@. +s te!e ision /ad for your hea!thK 2eha ior and /ody: +ma"e of the ado!escent )-ouch 6otato.* Journal of ,ou%+ and Adolescence,29 (3), 3N<'3EE.