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With reference to various media, examine the use of sexism. Consider the use of sexism over the years and discuss any developments or changes in recent times

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Introduction

With reference to various media, examine the use of sexism. Consider the use of sexism over the years and discuss any developments or changes in recent times Sexism is, as defined by the Oxford English Dictionary:- "(Behaviour, language, etc.) reflecting the assumption that one sex, esp. the female, is inferior to the other; prejudice or discrimination, esp. against women, on the grounds of sex; insistence on (esp. a woman's) conformity to a sexually stereotyped social role." As this entry in a definitive dictionary suggests, sexism is almost always, and often rightly, associated with prejudice against women. Throughout media and everyday life sexism is considered by many as a subject of humour with little knowledge of the consequences and detrimental effects to the victims of discrimination that can arise from it. In the media sexist output time and again goes scot-free but seemingly obviously (or half of the title of this essay would not be relevant) things have changed over time. In a television commercial, a typical part for a female actor would involve the sales pitch for a shampoo or a brand of packaged food. Male actors had a wider choice of roles open to them; depending on the goods being advertised, they could appear as lorry drivers, top executives, airline passengers travelling business class, fishing enthusiasts, buyers of drinks in pubs, and much else. ...read more.

Middle

"Young women today...can choose to look like dolls if they think it is fun." This statement by Agn�s Varda, French film-maker, correctly suggests that women enjoy making themselves look as attractive as possible. They play on their improved appearance to also improve their own social life. A topless model, or 'Page Three' girl is said to be exploited, but herself will claim she is an independent, liberal women just doing "what many women would if they dared - and if they had the looks for it." This may be just a boastful statement however, as many self-proclaimed feminists will say in argument that such sex-symbols are blind to their usage by men. People may say this is severe exploitation of women's bodies in order to transform male sexual desire into commercial capital, but surveys suggest that women are much less aroused by the similar rare posing of men. This means there is less market therefore needless advertising. Despite all efforts and regulations by governing bodies to control sexist media, a large source is spoken or written word by individuals expressing their own thoughts or wishes. A prime example of this is commentary of televised sports. The bulk of sports media time and space is dedicated to male activities, mostly due to a greater number of men's sports at the top flight. ...read more.

Conclusion

An example is the televised 'Flash' advertisements where the male actor cleans with the product without the woman knowing and as a result she is astounded that he could perform the relatively simple task so well. Cable, satellite and now digital television is a way for a wider range of media to be available to whoever is interested, meaning advertisers can market their products to specific audiences and women's sports and other subjects can be accessible. Sexism is reducing but at a slow rate, I think for the most part, sexism in the media is past its milestone on the way to total equality. This however can never be achieved as men and women are not equal. The subtle sexism that still occurs is almost as bad if not worse than overt sexeism and must be stopped. The use of sexism over the years has grown from outright to moderate and now subtle or intentional for humour. This coincides with the same changes in society. It still applies in everyday life greatly on a social level and reversibly on a business level and these factors are a major source of the sexism in media. Sexism will never go away but is not as severe as it once was. ?? ?? ?? ?? ...read more.

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