Women's Empowerment In Popular Culture

1533 Words 7 Pages
The inequalities between men and women can be perceived in many domains within our society, in which one of them being within popular culture today. There are many sexist barriers and restrictive notions about women’s physical appearance, their athletic ability, and their roles within society. Within popular culture today, women have been targeted by many stereotypes that criticize their skills and abilities. Advertising has the most powerful effect in which as the ability to create, shape and reinforce cultural norms and strengthen gender stereotypes. However, despite the criticism of women within the media, this paper will enhance women empowerment through mass media. I will analyze women empowerment campaigns of certain companies such as …show more content…
Magazine companies such as Cosmopolitan, sports illustrated, maxim and many other popular magazines frequently feature sexually explicit content and imagery of women. These images of women are ideally images of females that are skinny, tanned, big features, luscious hair with smooth clear skin. In other words, too many, they are seen as “perfect.” According to the article, “Women as sex objects and victims in print advertising,” the author states that, “the body exposure of the men and women featured in the print media, the exposure of women’s bodies occurred approximately 4 times as often as exposure of men’s bodies (Rosselli & Stankiewiz, 582). Thus, it is evident that through magazine covers the companies hypnotize the masses with an image on how a women’s physical appearances should look like. However, instead of perpetuating women to be only good for the use of their bodies in a sexual manner, there are a few advertisements today that sets a restriction on men by limiting the male gaze to deconstruct the idea of the domination of men over women in the world. For example, Wear Your Voice Magazine, launched a body-confidence campaign that encourages women of all shapes and sizes to embrace their beach bodies, implying that “real women have …show more content…
The purpose of this campaign is to remind women that all bodies, no matter what shape, size or colour is beautiful and to not be afraid of what other people think of them. Despite the standardized female body image that is seen in magazines, advertisements and pop culture, Wear Your Voice magazine sets recognition for their company by empowering freedom and expression and altering the classic definition of what we have been lead to believe is the perfect body image (Vagianos,1). Furthermore, unlike most magazines companies, Wear Your Voice magazine challenges the cultural expectations of what it means to be “beautiful.” The magazine is empowering women visions from second wave feminism in which dichotomy is often

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