|



 
   

Cláudia Gabriela Marques Vieira

ee the option page
on Media2
 °rom

  

  

   

to

 
 Media as a
battleground over representations
of gender
 ›s it
important?



Germaine Greer in ½
 
 ë




very woman knows that, regardless of her other achievements, she is
a failure if she is not beautiful...
The UK beauty industry takes £8.
billion a year out of women¶s
pockets. Magazines financed by the beauty industry teach little girls
that they need make-up and train them to use it, so establishing their
lifelong reliance on beauty products«´



‰nthony Cortese in    

 ë



The exemplary female prototype in advertising, regardless of product
or service, displays youth ëno lines or wrinkles, good looks, sexual
seductiveness, and perfection ëno scars, blemishes, or even pores. The
perfect provocateur is not human; rather, she is a form and hollow shell
representing a female figure. ‰ccepted attractiveness is her only
attribute. he is slender, typically tall and long-legged.´
Contemporary concerns - women

The image and representation of women and girls in the media has
long been a subject of concern. Research shows that there are many
fewer females than males in almost all forms of mainstream media and
those who do appear are often portrayed in very stereotypical ways.

›n everything from advertising, television programming, newspaper

and magazines, to comic books, popular music, film and video games,
women and girls are more likely to be shown in the home, performing
domestic chores such as laundry or cooking; as sex objects who exist
primarily to service men; as victims who can't protect themselves and
are the natural recipients of beatings, harassment, sexual assault and
murder.

|






  

Contemporary concerns - men

«Men and boys are also stereotyped by the media. °rom G›

Joe to Rambo, masculinity is often associated with machismo,
independence, competition, emotional detachment, aggression
and violence. Despite the fact that men have considerably more
economic and political power in society than women, these
trends - although different from those which affect women and
girls - are very damaging to boys.

|







  

°rom the MediaWatch µHall of hame¶«

httpwww.mediawatch.comgallery
Mediawatch comment Dehumanized unattainable looking dolls´
Mediawatch comment a Perla ad with dog-like leash´
Mediawatch comment Video games teaching hatred of women and girls´
Mediawatch comment Vuitton's dead woman´
Mediawatch comment  otice how many women are in supine position´
Comment on Mediawatch site ›¶m a very sexual female, and even › find this offensive to women. We
are not submissive dogs. ´
Mediawatch comment PeT‰ doesn't believe in the ethical treatment of women. ‰nimals are more
important than women's dignity. Boycott PeT‰ ´
Mediawatch comment PeT‰ doesn't believe in the ethical treatment of women. ‰nimals are more
important than women's dignity. Boycott PeT‰ ´
 


  
  

 

 
 





  

   
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 as a
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›melda Whelehan ë


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these meta-narratives attempt to break away from the µtrapp[ing] of feminists in

     
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›t was only the sci-fi, surreally comic genre of The ‰vengers that prevented most
men from glimpsing the terrible truth that the enigmatic, leather-clad Mrs Peel was a
femme fatale of the Pop ‰rt order. The Peel appeal lay in her maturity, in the
combination of athleticism, ruthlessness and cool intellect which had her dispensing
verbal and physical karate chops without so much as a flinch of guilt. he was the
Bond girl with a first-class brain and a 24-carat steely blitheness´

‰lvarez, Maria °eminist icon in a catsuit, V

, 4 ‰ugust

8

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Mrs Peel enjoyed the kind of freedom to swap her bourgeois

exterior for more dangerous and exciting roles at the flick of a
switch in her blue otus. One minute she was a dancing girl in
a harem, the next she was in Restoration ngland. Here was
Woolf's Orlando for the swinging sixties postmodern self-
invention´
‰lvarez, Maria °eminist icon in a catsuit, V

, 4 ‰ugust

8
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teed influenced the X °iles
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›t's a typical starlet's career. he starts
out in video-games, one cult success
leading to a number of sequels. Then
the media get hold of her - Time
magazine, ewsweek, The °ace. Pretty
soon there's a string of look-alikes,
websites, some with supposed nudie
pictures, soft drink commercials, even
feature films. Only this starlet doesn't
really exist. This is the story of her
non-existance´

'History', Croft Central, eidos.net

%| $$  $

UThere was something refreshing about looking at the screen

and seeing myself as a woman. ven if › was performing
tasks that were a bit unrealistic« › still felt like, Hey, this is
a representation of me, as myself, as a woman. ›n a game.
How long have we waited for that?´

ikki Douglas, in Cassell and Jenkins ë


   


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there is a vast difference ëand not just in size between the

common or garden anatomical penis and the symbolic
phallus. The latter stands for a mythical virility or power.
‰nd as such its fetishizing symbolism can be transferred to
chocolate bars, post office towers or women

cited in, ‰lvarez, Maria °eminist icon in a catsuit, V



, 4 ‰ugust

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