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Summary of cultural influences on consumer behaviour
Diversity in the film industry
Diversity in the film industry
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Recommended: Summary of cultural influences on consumer behaviour
Because of the lack of diverse representation in major media, people make assumptions based solely on appearances and the depicted stereotypes. This directly results in an adverse effect on the consumer’s behavior. This lack of representation spreads across all types of media such as magazines, movies, television, and social media.
While I am checking out at my local grocery store, in every checkout lane there is an array of magazines and advertising marketed towards women. These images, of mostly white women, are strategically placed so there is almost no choice but to acknowledge them. Most often there are covers advertise women losing dozens of pounds, people’s newest relationship updates, or someone’s latest scandal. Magazines are
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Romantic comedies especially, portray a heterosexual fantasy of relationships that is nowhere near reality. This genre particularly lacks diversity the most. Of the top 50 most popular romantic comedies, all of them have Caucasian actors as the main roles (“50 Best Romantic Comedies of All Time”). In addition to the lack of diversity, the presence of stereotypes for people of color has been very obvious. Even though most recent films have dropped the racist portrayal of Eastern Asian characters, they have moved on to representing them as one-dimensional Guinnesses who still have chauvinistic tendencies. It seems as if their only purpose is to assist with the problem at hand. Indian men also face a similar issue; often they are cast in roles relating to technology or customer service. All of these statements are true to television shows as …show more content…
Reality Television stars, like Kim Kardashian, use their fame to sell whatever product will get them the most money. Most all of the Kardashian- Jenner women use waist trainers. The endorsement of such a product by women that have millions of followers is detrimental to the common woman of the world. Kim Kardashian; specifically, creates a certain standard for beauty. Her body is known for its curvature and smoothness. Her derriere is considered iconic and her waist has recently shrunk even more due to the training of her waist. The national average of a woman’s waist in the United States is 38.1 inches, whereas Kim’s waist has been recently reported to be 24 inches (“National Center for Health Statistics”, 2017) (Mazziotta, 2018). She nowhere near represents the average American woman’s body, however, she represents the average American woman’s ideal body. This can be especially harmful to the female youth of the Nation. Realistically, their body may not be able to ever reach that size; which, in turn, destroys the youth’s self-esteem and possibly lead to eating disorders or other mental illnesses. The youth of the world are the ones who are exposed to these issues of self-esteem because of what is advertised on social media. This is most likely the root cause of the
The stereotypical images that we see in the media in regards to gender only serve to maintain inequality and discrimination. In movies, music videos, books, and other forms of media, we see images that perpetuate the ideals of hegemonic femininity and masculinity. In DuCille’s piece, Dyes and Dolls: Multicultural Barbie and the Deep Play of Difference, there was an immense dialogue on the commodification of difference. She mentions that “although Barbie dolls come in a virtual rainbow coalition of colors, races, ethnicities, and nationalities” they quite often are “modified only by a dash of color and a change of costume” (1994, 51) to resemble the original white Barbie. This “modification,” is what really got me thinking. The commodification of difference is simply a modification of a product or idea to sell more of it based on the demographics of the consumer. Not only are these ideals projected by the people who create this commodification of difference, but also consumers buying into hegemonic femininity and masculinity work as a tool to help products and ideas sell. If Americans are caught up in the ideals of hegemonic masculinity and femininity, they become a mere mindless follower of the consumer cycle. Americans feed into ideas and conceptions of ideal femininity and masculinity that in the end cause
The “lotus blossom” stereotype is an Asian American female stereotype that portrays them as feminine, submissive, and desirable romantic interests for the white male protagonist (Tajima 309). Although the stereotype is the production of films fetishizing the “traditional Orient” culture, the stere...
Some people may argue that fashion helps express one’s imagination; however, fashion has become one of the major influences that promotes an unrealistic image of women that is detrimental to their bodies. This unrealistic image can lead to health problems, a negative body image, and a society based on appearances which are disadvantageous to our culture as a whole. While most women perceive models as having perfect bodies, that is not always the case. Generally speaking, most of the health issues associated with fashion are emphasized on weight. Most models, if not all, are severely underweight.
Diversity has always been one of Hollywood’s greatest weaknesses. For the most part, the industry absolutely strives with its rich narratives, beautiful cinematography, and moving performances but it fails when it comes to diversity. The representation of both women and people of colour have been lacklustre, often with poor characterisations and distasteful stereotypes and character tropes.
According to the film, Miss Representation, the media “are shaping our society and delivering contents, but shaping children’s brains and minds (Newsom, 2011). Brooks and Hebert (2006) also discuss that “Much of what audiences know and care about is based on the images, symbols, and narratives in radio, television, film, music, and other media” (p. 297). The media is mostly governed by white men. “Women own only 5.8% of all television station and 6% of radio stations” (Newsom, 2011). “The limited employment of women in decision-making roles is the key element in understanding how gender inequality is woven into the media industry” (Watkins & Emerson, 2000, p. 155). Collins (1999) points out that elite groups manipulate controlling images that marginalize specific groups. As a result, girls and women are encouraged to achieve men’s ideals, impossible beauty standards; young men who are used to such models are judgmental toward real women (Newsom, 2011). Moreover, advertisers and marketers have had “dictated cultural norms and values” since the establishment of the Advertizing First Amendment Protection in 1976 (Newsom,
The documentary Miss Representation identifies the numerous ways women are misrepresented in the media, including in news, advertisements, movies, and television. The title Miss Representation emphasizes that the way we portray women in the media is a misrepresentation, as in it does not do women justice and oftentimes, has a negative impact on the perception of women. Frequently in the media, women lack leading roles and complexity, are held to an unrealistic standard of beauty, and are subject to objectification and beautification (Newsom, 2011). These misrepresentations lay the groundwork for gender socialization, and therefore, shape how women perceive themselves and are perceived by others.
When modeling started to evolve into thinner customs 20 years ago, the average weight of a model was about 8% less than that of an average woman. Currently, that percentage has plummeted into an insidious 23%. In the year 200...
In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.
According to a report by ZenithOptimedia, people spend more than an average of 490 minutes of their day consuming some form of media or text (Karaian). In a society that’s driven primarily by the media, we as consumers have been constantly exposed, yet desensitized, to the various perspectives and theoretical frameworks that media has historically illustrated and produced. The most common concepts that are explored involve ideas of race, heteronormativity, whiteness and white privilege, female objectification, class identity, and gender. Each perception is complex and is seen differently in media depending on who you are and the way that you see the world through the lenses created by your own beliefs and culture.
In this age, media is more pervasive than ever, with people constantly processing some form of entertainment, advertisement or information. In each of these outlets there exists an idealized standard of beauty, statistically shown to effect the consumer’s reflection of themselves. The common portrayal of women’s bodies in the media has shown to have a negative impact on women and girls. As the audience sees these images, an expectation is made of what is normal. This norm does not correspond to the realistic average of the audience. Failing to achieve this isolates the individual, and is particularly psychologically harmful to women. Though men are also shown to also be effected negatively by low self-esteem from the media, there remains a gap as the value of appearance is seen of greater significance to women, with a booming cosmetic industry, majority of the fashion world, and the marketing of diet products and programs specifically targeting women.
Gender stereotypes and biasses exist in media. In most situations, women are associated with more negative stereotypes and their portrayals can “undermine their presence by being “hyper-attractive” or “hyper-sexual” and/or passive” (Smith, 2008). In The Wolf of Wall Street women are objectified. They are treated
Despite some opposing ideas, the stereotypes in the media have negative impacts for both men and women and also children. I personally think that the media should not place a huge barrier in between the genders because it only creates extreme confinements and hinders people from their full potential. Overall, it is evident that the media has had an important role in representing gender and stereotypes in our
These inequalities are accepted readily in today’s society and most fail to see that direct gender discrimination is still very much a problem in society today. In 1988, Bretl and Cantor conducted a study into gender representation in television programs and advertisements. It was found that women were more likely to be filmed in a domestic situation and portrayed as being unemployed, working part-time or in low paying jobs such as catering and sales. It was also found that 90% of the time a narrator would be male, and women were more likely than men to be seen advertising household goods (Furnham, A. Mak, T. 1999, 414). It...
“Media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation.”
For example, Jackson and Ervin (1991) analyzed 962 advertisements in fashion and magazines and found that Black women were only 23 percent in advertisements. Women are not portrayed as positive role models in our media, instead as sexual objects and product users that will charm men. Weaknesses: In my opinion, the author analyzes and compares how gender and race play a role in our society.