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Feminists see the media as continuing the prejudices and stereotypes through its representation of women. Liberal feminists think that the removal of these images should be imminent and should be replaced

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Marxists believe that women are deliberately stereotyped in order to keep the dominant ideology through a male gaze and enforcing capitalism. Reinforcing traditional stereotypes of women in the media and shunning working mothers keeps women in the roles that are most useful to men, and it keeps the women as a cheaper reserve labour. Any beautiful women are kept from achieving as the medias stereotyping of women as sex objects influences people's opinions that pretty girls aren't intelligent. Carol Sander, the editor for a British magazine, lost $35 000 worth of advertising because she was quoted saying she found it hard to make women look intelligent when they are plastered with makeup! The view that women should be seen to be feminine, beautiful and young is projected onto the public because that is their opinion. Their thought is that the reason for stereotypes of women in the media is because there is demand for it. The pluralist view is that the public want to see women in stereotypical roles, and they want them to be seen as sex objects when selling products, and audience figures prove it. ...read more.


Liberal feminists think that the removal of these images should be imminent and should be replaced with positive images of women to change socialisation. They believe women should be shown in every role possible and that young girls have intelligent women for role models instead of beautiful models and celebrities. Gloria Steinem says that 'Ms' lost a major cosmetics account because it featured Soviet women on the front cover who ere not, according to the advertiser, wearing enough makeup. For full equality however it must exist in the law. Feminists see the media as a male dominated industry with only 20% of women in top positions in 95 - 96. Even if women do get to higher positions they may have had to play the male game to get there. Naomi Wolf has done much research on the oppression of women through beauty. She says, "as long as the definition of beauty comes from outside women, we will continue to be manipulated by it." ...read more.


Legs breasts, hands, bottoms and smiles are displayed on advertising boards, in magazines, calendars and T.V commercials. They belong to Ms Perfection and are used to sell a variety of objects." In Wolfs book 'The beauty myth' she says, "We as women are trained to see ourselves as cheap imitations of fashion photographs rather than fashion photographs as cheap imitations of women." Ferguson (1983) thought that teenage girls magazines created a "cult of femininity" Socialising them into stereotypically feminised roles; teaching them things like how to be a good cook, what to wear, how to keep a family happy etc. Nowadays, teenage magazines are all about beauty regimes, men and 'real life articles' that usually consist of bravery stories about rape, stalkers and pregnancy. The advertisements in teenage magazines are predominantly for cosmetics and beauty products or fashion adverts. Photographs of the bodies of models are often trimmed with scissors. Computer Imaging has been used for years in women's magazines. Every model is airbrushed to remove blemishes, age and weight and add cleavage. ...read more.

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