The
media plays a substantial role in reporting on current events around the world,
providing frameworks for interpretation, mobilizing the citizenry with respect
to various matters, reproducing the predominant culture, and, of course,
entertain (Llanos and Nina 6). As such, the media can be a great role in
improving the expectations and perceptions
associated with gender, specifically towards women who have been portrayed
differently over the years. Today, the representation of women in the
media is expanding with increasing appearances of women of colour as well as
women of more realistic shapes and sizes that exist beyond the thin and slender
build. This empowers female audiences and inspire self-acceptance, as well as raise
awareness on the issue of unfair portrayal of women. While the media is
progressing towards a more diverse and fair representation, it is still likely
to encounter stereotypes that perpetuate gender
discrimination. This can be seen on screen and in prints where patterns
of objectification exist. An instance of this is in films with female
characters with less significant roles or roles with a more submissive
demeanour in comparison to their male counterparts. As a result, these women
are viewed as objects of male attention. Moreover, advertising campaigns
featuring “desirable” women are still prevalent in society today. These women are enhanced by retouching to have flawless
skin and perfectly proportional bodies, the unattainable “ideal” woman is then created
to promote products to consumers. Accordingly, such promoting strategies may
pose dire consequences to one’s self-esteem and in extreme cases, encourage
violence against women. The chronic under-representation of women in the media is a pressing issue as it is harmful for
the values that female audiences develop due to daily exposure to the media and
the overall well-being of the society.

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