{"id":8548,"date":"2023-03-01T11:51:22","date_gmt":"2023-03-01T18:51:22","guid":{"rendered":"https:\/\/www.stocksy.com\/ideas\/?p=8548"},"modified":"2024-04-02T10:00:36","modified_gmt":"2024-04-02T17:00:36","slug":"how-gender-inequality-in-media-impacts-women","status":"publish","type":"post","link":"https:\/\/www.stocksy.com\/ideas\/how-gender-inequality-in-media-impacts-women\/","title":{"rendered":"How gender inequality in media impacts women"},"content":{"rendered":"
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It\u2019s no secret that advertising is designed to sell products through stylized and idealized imagery. Presenting how one can attain the perfect stress-free life through product purchases was a fundamental tenet of advertising and American culture from the 1950s through the end of the 20th century.<\/p>\n\n <\/div>\n \n \n \n

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This century, however, there is a shift in cultural perspectives. No longer are stereotypical images (and by that we mean predominantly white, thin, middle class people) the only expression of American culture through advertising. More diverse imagery is a requirement rather than an option for effective marketing. This applies not just to people of different races and genders, but also across the intersecting array of social categories. <\/p>\n\n \n \n <\/div>\n<\/div>\n\n\n\n

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Intersectional advertising<\/a> not only helps people see themselves in advertising (and thus make them more likely to connect with your brand), but also impacts fundamental health and safety issues – especially for women.<\/p>\n

According to studies conducted by UN Women agency UNStereotype Alliance<\/a>, 53% of people surveyed in the US stated they \u201crarely see themselves in advertising.\u201d[3]<\/a><\/sup> When viewed through an intersectional lens (i.e. minorities, immigrants, LBGTQIA2S+, and people with disabilities), the percentage jumps to well over 60%. This lack of representation not only impacts the effectiveness of your brand\u2019s advertising, but also how society views culture and gender norms. <\/p>\n\n \n \n \n <\/div>\n

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Since 1979, UN Women has seen gender stereotyping as a persistent invisible barrier to gender equality and the empowerment of women.[4]<\/a><\/sup> And they cite it as a major barrier to the advancement of women globally.<\/p>\n

In Australia, Women\u2019s Health Victoria<\/a> studied the impact of gender stereotypes in advertising on the health and safety of women. They found the prevalent use of gender stereotypes and images that sexualize and objectify women in advertising limits the aspirations, expectations, interests, and participation of women and men in society. Specifically, such portrayals are \u201cassociated with a range of negative health and wellbeing outcomes and are highly problematic for the prevention of family violence and other forms of violence against women.\u201d[1]<\/a><\/sup><\/p>\n\n \n \n <\/div>\n<\/div>\n\n

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Digging into recent literature<\/a>, Women\u2019s Health Victoria found a strong correlation between stereotypical and sexualized views of women in advertising with negative impacts on wellbeing. Stereotypical portrayals of women – as demure, passive, angry or only valued for fertility – impact womens\u2019 self image through self-objectification, reduced body satisfaction and cognitive performance, as well as negatively affecting relationships and sexual health. Women\u2019s physical safety is also impacted, with stereotypical images fostering greater support for sexist beliefs, blaming of victims for sexual violence, and increasing tolerance of sexual aggression.[1]<\/a><\/sup><\/p>\n

So what is the antidote to these distressing trends? Even though these issues are highly complex and multi-layered, brands and marketers do have a role to play in reflecting women as full persons of agency regardless of race, body-shape, age, ability, gender expression or sexual orientation. <\/p>\n

According to the The Association of National Advertisers See Her initiative<\/a>:<\/p>\n

\u201cConsumers believe that media and brands play a powerful role in how women and girls see themselves and in shaping how society views them; the most powerful way to address consumers\u2019 expectations is by creating ads and content that show women in positions of leadership and in situations that reflect real life.\u201d[8]<\/a><\/sup><\/p><\/blockquote>\n\n \n \n \n <\/div>\n

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Improving representation in Stock Media<\/h3>\n

Too long has the male gaze been the dominant view, including:<\/p>\n