gender roles; kilbourne

         The essay “Two Ways a Women Can Get Hurt”: Advertising and Violence by Jean Kilbourne explains how sexual and violent advertising in the media are affecting women and mens attitudes, which leads to sexual aggression.  Kilbourne argues the way ads portray bodies of women as objects conditions us to see each other in dehumanizing ways, thus normalizing and glorifying rape and violence. Men are encouraged to be forceful and dominant because of how the ads show people having fun and enjoying what seems to be dark and evil behavior. For example, “don’t be such a good boy”, say’s an ad with two beautiful women looking adoringly at a man, but he isn’t looking at either one of them. Opposite from reality, men who are dangerous are considered sexy and desirable, however popular culture leads people to believe this is the way men should really act.  

In the culture we live in, women are thought of as weak and powerless; men are considered strong and powerful. In a Diet Coke ad “the women are physically, separated from the man. He is the one in control. His body is powerful, not passive”(587). Strength and powerfulness are just gender stereotypes which are ways to oppress and discriminate one or the other. If both men and women were thought of as equals, there would not be a constant reminder telling men to be more aggressive or be more dominating. It is human nature for men to play out these roles, but not so much to make women feel like they are nothing. In an ad by Calvin Klein, they use a model who looked abused, vulnerable, and exploited. She is lying naked on a sofa, “plaint, available, androgynous enough to appeal to all kinds of pedophiles”(593). This kind of advertising degrades women and stretches the male and female roles further apart in our society. 

Although not pressured by the media as forceful as women, men are subjected to act and behave a certain way. Also when compared to women, men are less likely to be sexually abused, but cultural attitudes make it difficult to take this seriously. “Many boys grow up feeling that they are unmanly if they are not always ‘ready for action,’ capable of and interested in sex with any women who is available”(595). Some men do not like the highest authority position in the relationship, but feel obligated to do so. Gender roles vary, but in our society only one role fits a specific gender. The negative affects of advertising is felt largely on younger people. Kids have a more difficult time telling right from wrong and if they see someone acting in a certain way, they are likely to copy that behavior. Growing up and going to school is challenging for any kid not normal. He or she is likely to be harassed and tormented and struggle to become accepted. Advertising makes people believe there is only one acceptable way a male and a female should act or look, which has caused many people unable to find acceptance.