Media – the Negative Influence on Females

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Mass media influence has expanded since its inception during the 19th century. Media has become a direct influence on people today by shaping social identity and giving people a false sense of contentment. Today mass media has become more influential to society because it sets the standards of what a person’s appearance should look like along with what is beautiful – especially in women. Women have become a focal point for the media to target; media have used a female insecurities to promote products and establish a false perception of beauty. Today, mass media have defined beauty for an ideal woman, and established this ideology across the globe. This essay will argue the following (1) false perception of advertisements, (2) shadism, and (3) how females react to advertisements. (1): Advertisements gives females a false perception of beauty The media has promoted a dominant view of how people should perceive beauty, and what consists of perfection in beauty. According to Dr. Karin Jasper, the media have women encouraging them to be concerned with their outward appearance and how others perceive them by surrounding everyone with the ideal female beauty. (Jasper, 2000) Body image has become a particular concern for young girls and women, often females work diligently to attain the perfect body image advertised in mass media. (Gibbs, 2010) When women are not able to obtain their ideal body goal, many develop negative feelings and become self-conscious about their bodies. Conversely, it is not possible for someone to look like a model in ads, someone without blemishes, scars, or pours. Another study conducted in 2012 showed contemporary media and culture has defined a women’s social desirability in terms of their bodies. For females, this has often resulted in comparing themselves to bodies shown in advertisements, commercials, magazines, etc. however not all body

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