Over the years, women have been conceptualized as sexual and symbols of sexuality in media. According to empirical research there has been a significant shift of media perception about women in television. The context of shift in perception to a positive paradigm on women as integral members of the society is of profound interest.
Empirical research on this paradigm is explored on this paper through an evaluation of current gender perspective on women as portrayed by television news programs.IntroductionCriticisms on advertisements that have discriminated women audacity and social status have increased in the recent past. This criticism is based on belief that women roles in commercials have not kept pace with women roles in the society. Television news and programs advertisers have come to terms with the importance of women in the corporate scene and have changed their style in an effort to appeal better to women (Ferrante et al 1988)Based on this shift of perception, its important to make further research on what percentage does various advertisers air women positively and the percentage of those who abuse women position in the society through using women in adverts as symbols of sexuality and product interface and profile.Through examining television programs and checking on the number of women, legitimately and ethically featured in these programs we evaluate this and make conclusions based on the findings.From an international context, women receptive nature and beauty has been misconstrued as a slavery and sexual object façade. This concept has been carried over the decades and women have featured as the most effective signs in both online media and mainstream advertising with focus on the television media.
Online channels have offered pornography unethically and women have become the key feature and tool of comprehensive advertising and presentation of the ideas advertisers wish to sell through these channels.In mainstream media like television, women scanty wear symbolizes the sensual and sexually taunting perception. Their presence denotes desire and their scanty wear emphatically symbolizes a calling to the affluent male to look beyond the revealing lingerie and reach for what lies within, or what it would feel to have what is just beneath or in the scanty wear.
It’s from this context that we understand why women are viewed sexually rather than rationally. Sex is consummate through a woman and the scanty wear is the initiator of desire since a man sees through the scanty wear, sees a naked woman and conceptualizes sex. Two, once he looks at the advert through that angle, he imagines having sex with the woman. This unfortunate advertising concept has degraded social values and voided societal norms.The advertiser and many other producers are only inventing more malice against women social status and repute. Most programs and the advertisements that come in between the airing are indicative of the above concept. A woman is a sign in the television, when a man sees her, he thinks sex. The advertiser perception beyond this sex box is that ‘the buyer sees a product, and due to its very good appeal to him, he sees beyond the face beauty and desires to own this product and use it, just as a man would use a woman to attain sexual satisfaction’This paper explores, based on a research on women appearances on a mainstream English Television channel, their reason of appearance, role when appearing and their profiles during their appearance, what is the role of women in television programs as well in advertising.
ResearchTelevision station/channel CNNNumber of women appearing in the morning feature 15Presenter: Christian AmnpourTheme of the program: Women problemsLength 30 minutesObservationNumber of women presented 15Ratio of reason of appearance: 8 abused women 2: senior officials of gender issues organizations. 4: advertised Nokia phone 3: advertised other products.Nature of abuse of the 8 women: Seeking livelihood in Afghanistan, Abuses in China, prostitution and physical abuse.
Profile of advertisement: The women wore scanty wear, lingerie for the Nokia ad, the women was almost naked in the Nivea ad.Profile of the 2 officials: Not very affluentMajor ethical observations· Evaluation of the women roles in this program shows that, these women are only conveying a message rather than addressing a public problem. The purpose of these women is neither to address nor to offer opinions on resolving problems facing women but they are merely carriers and posters of the same problem.
· The women who represent affirmative action opted by non governmental organizations fail to meet the blue chip executive who represents the voice and purpose of a company. They are merely endorsing and defending the role and position of affirmative action.· The women are reacting to their plights and those of their fellow women, in no way are they creating a scenario of interest.· The women in the commercials symbolize the powerful tool of seduction a woman is and those in the news text are an insignia of how badly the sex tool can be misused and turned into an brutally beaten and misused human.
· Role of women in advertising is a concept which could engage women in a march towards gaining autonomy and voice in the society rather than being sex symbols and objects of selling products based on seduction perceptions. Literature reviewAccording to Kranich and Rakow 1986, women appearances in television are not congruent with ethical considerations about women abilities and roles in the society. There is bias and most women appearing in opinion conversations represent merely anonymous public opinion. Kranich and Rakow argue ‘that, these women tend to speak as passive reactor and witnesses to public events rather than participants of these events’ (Kranich and Rakow 1986:1)In our observations, women are signs rather than stalwarts of social progress morality, unity and progress. They are used as elements of disposed units of the society which are merely not recognizable in valuable faculties. The women appearing in the program lack autonomy, they are physiologically impaired and have lost their autonomy. The subsequent advertisements show, objects of desire through the body of a woman.
The women in the advertisements are models, attractive and very tempting. They refine their act with sex like movements which invoke desire.Arguably, this is a misconception of women role and the place of their beauty. In their observation Kraninch and Rakow argue that women are used to illustrate consequences of public events. This perspective coincides with our observation that the abused women are victims of social injustices. The reason of their abuse is traditional male autonomy and disrespect for women.
Men regard women as inferiors and lacking place in the social echelon hence publicly and domestically misplace and abuse them.The two social workers featured in the program fail to meet the newsworthy Samaritan. They are portrayed as persons endorsing the positions of the organizations they represent. The two though represent the new generation of strong willed women who have been liberated from the social system; they fail to make impression in showing assertiveness in their calling and purpose to the abused women.
Based on empirical research about the nature of women and their feline tendency to become seen in the public lime light, we observe that there is a problem of autonomy in women physiology. Women cannot by themselves create news but can only carry news. Women have been blamed for scandals and confessions which were not meant to create news but to seek attention and gain media attention. This is lack of autonomy and invalidity as important social figures.These perspectives have derailed the social equity context and deprived women an important position in the media. Women who rise against these odds speak from a hardliner position and their sentiments represent feminist values and virtues which displace the essence of social equity.ConclusionThe level of knowledge on their rights, and future is minimal.
The level of intelligence in these women is minimal due to possible lack of proper education and background. These problems in educating women lead to businessmen using Women as sign posts in advertising since women fail to distinguish their vital roles in the society as pillars of social growth, equity and justices. Advertisers use more women features and programs in television to create revenue and attract more advertisers by selling these advertisers the advertising space on these programs.SourcesLana Rakow and Kimberlie Kranich “Woman as Sign in Television News,” Media Studies: A Reader.