Mass media Effects on women Advertisement put adverse impact on women’s these could be internal or external. Internally when women watch ideal or thin images of models in advertisement then they feel very unattractive compare to the models in commercials. They feel lower self-esteem and self-concept in them and it generates anxiety or depression in women. According to article” negative body image is associated with poor self-esteem, anxiety about social evaluation, public self-consciousness, depression, and sexual inhibition” (Choate 2005).
Images of models which have been digitally altered are causing more than two thirds of women who suffers low confidence about their bodies”(newspaper 2009) . Also, after viewing an advertisement featuring an improving product consumers valued themselves less positive than after seeing these products when they appeared without the advertising context, but the effect was different when the items were problem-solving products. ,” the authors concluded that the ads for beauty-enhancing products underestimate their attractiveness level, thus lowering their self-esteem”( Trampe and Siero ).
And even if in advertisements there were no models, the consumers had a tendency of comparing themselves to the image of the advertised product. “The researchers found that women’s reactions to the advertisements depended on their own weight and the weight of the models in the images. Average-weight women displayed lower self-esteem when they viewed moderately heavy models as opposed to moderately thin models, and when they viewed extremely thin models as opposed to extremely heavy models”( Rhonemus 2009. “Implicit self-esteem predicted anxiety displayed in behavior, but not self-ratings of anxiety” ( Hetts and strude 2012).
Moreover, advertisement also make women addicted of drugs . Because of lower self-esteem women get drugs to reduce their anxiety. ). Lower self-esteem creates complex in women for her own image which gives birth to anger in women’s heart and anger can take women toward suicide. The media is the ease in which women can disseminate so much unregulated information. “Evidence suggests that people automatically compare themselves to everyone they encounter and, subsequently, correct for the similarity or relevance of the comparisons if they have sufficient cognitive resources to do so” ( Hetts and strude 2012).
Advertisement create insecurity in women about their selfimage and to hide their insecurity women start drinking alcohol. Advertisements create starvation and forbid women to eat what they want . ” relentless ads promote addictions to children and to women and girls who are struggling to control their weight and repress their anxiety in a culture that prizes submissive starvelings”(kilbourne2012). Advertising provokes insecurity and isolation, then offers alcohol, cigarettes, junk food and diet scams to deaden the pain it encourages. Because nicotine is very addictive drug. it create lung cancer in women. Women now get lung cancer at the same rate as men, and it buries more of us than breast cancer. “`
Alive with pleasure! ‘ says a cigarette ad, which certainly beats `Dead with cancer! ‘ as a slogan”(kilbourne2012). Advertisement of tobacco show the diet schemes which manipulate women to use that drug for losing their weight. women, forget the harms of drugs like tobacco and other fat go medicines and using nicotine in diet which decrease starvation and that become the cause of sickness or suffer from chronic diseases. Advertising intensifies society’s message that females must be cut down to size, literally and figuratively”(kilbourne 2012). “ The average teenage girl spends 31 hours a week watching TV, 10 hours a week online, and 17 hours a week listening to music. With that much time spent doing these things it’s a safe assumption that the media has a huge influence on teens and takes up a majority of their free time. Moreover, Young girls are so frustrated trying to achieve this ultimate of flawlessness that they resort to extreme measure like dieting, having sex at a young age to gain social acceptance, cutting, and even suicide.
Because we profile our behaviors, tastes, preferences and social based on what we see on tv, magazines, newspapers, online and in movies. We see advertisements every minute of a day of every type and the most common images that we see are of skinny beautiful women advertising something. Companies invest millions of dollars every year on marketing for the brands and their publicity, they just want to make as much profit as possible, so if they are selling food that is unhealthy and will make you fat, that is ok for them as long as you keep buying.
Here is the problem, companies sell thousands of products that are unhealthy, lack of nutrients and will make you fat, but they show their ads with beautiful skinny women everywhere, so what is wrong with this and what effect has on eating disorders? Most of the people like to eat junk food that they use every day, they are not getting any nutritive meals, but at the same time they are shaping the values of teens in a negative way by showing them that skinny women are accepted as good and successful.
So many teenagers engage in eating disorders to acquire that body image of the perfect women that everyone likes in the society. Even though eating disorder as well as some psychological disorders like Anorexia nervosa and Bulimia nervosa also cause of eating junk food and when women start getting fat with junk food then they suddenly try to leave the food by dieting or eat less and by doing this body is unable to get required nutrients to survive than it create those kind of disorders i. e. Anorexia nervosa and Bulimia nervosa.
Because of these disorders women try to become very slim as models in advertisements then the real problem take place, even if they feel like eating something they like but they do not eat just because of fear of fatness and in bulimia nervosa if they eat anything then they vomit at the same time and their body is not able to receive the required nutrients for good health. The National Eating Disorder Association (2012) reports that the media and its representation of beauty is recognized as one of the factors contributing to the rise of eating disorders.
Media Defused energy and anger in women by showing them peer shaped models. “the mass media are generally agreed to be an influential source of images and messages about the idealized body that women and girls are expected to strive for a control condition”(huon 2005). The media are a business that rely on people, and like any business, their purpose is to create opportunities for generating profit. The problem lies within the way people, most especially women, are treated by the media as products rather than human beings worthy of dignity, personhood, and respect.
The media use discrimination, objectification, and dehumanization to police women’s bodies. The result of this is a rise in low self-esteem, dangerous body modification procedures, violence, and sometimes death among women. As long as women’s bodies continue to be shunned instead of celebrated by the media, these negative effects will persist. To overcome all these conflicts between media and women self-image there are some solutions, first of all there should be “media literacy education centers or the females” (kilbourne, 2012). In which training should be provided to the females to improve the quality of life and to concentrate on their own goals instead of following other models. Women should be educated about media its pros and cons so that they can make the positive use of press, magazines, advertisements and media to motivate themselves rather than demotivating their own thinking and lifestyle by following the perfect figure and attractive models.
According to article “advertisers should hire the average size models” (Hetts and Strube, 2012) as if advertisers hire the attractive and ideal figure models it can demoralize the other women’s who want to work as model but because of their appearance they cannot get their desirable job or cannot be the role models for some advertisements or the magazines because women of average or normal appearance feels inadequate or less beautiful in comparison to the overwhelming use of extraordinarily attractive women. The excessively coercive nature of appeal to strong sexual instincts to sell products or promote media
Another solution for this is to use the body mass index technique; these results were interpreted as indicating that a woman’s subjective body image is significantly related to her actual body size and level of physical exercise and women more satisfied with body image. Positive body image was inversely related to self-consciousness and importance of physical attractiveness. This research paper has mainly focused on the negative impacts of media on women as everything has its own pros and cons, there are also some benefits of the media for women.
Where Research has revealed that media is responsible for influencing a major part of our daily life. Media contribute to a transformation in the cultural and social values of the masses. Media can bring about a change in the attitudes and beliefs of the women. The persuasive nature of the content presented over media influences the thoughts and behavior of the general public. Media has a direct impact over the lifestyle of society. They have brought the general multitudes closer to their society. Mass media is powerful tool to expose the image of women, In addition Mass media increase awareness in women about products. It shows women also have rights equal to men.
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