GENDER IN MEDIA

The author Jean Kilbourne of “Killing Us Softly” film series, narrates how modern culture

imposes constructed images on genders that measure and compares their representative elements

through mass media marketing.

In what is called a “toxic cultural environment”, its shown that there exists a construction

of individuals from the specific object persuaded for them to consume. Industrial society main

mean to prevail is preserving the itinerance between everchanging demand supply, and its created

relationships. One of the examples on the contemporary environments is the social media

networks. The acute use of the digital interaction spaces, such as Facebook or Instagram, for

example, have been found to be positively correlated to narcissistic behaviors and negatively

related self-image (Malik, Khan 2).

In these portals, brands share advertisement though several channels of contents among the

users: from apparently homemade videos to paid feed posts. The amount of time being displayed

to targeted audience, young people particularly, generate a modelling toward the consumer desired

image. The reciprocity, provided by acknowledgement though the social media, is a persistent

encourage for tuning into the latest trends and group behaviors, and in consequence, it normalizes

the market conceptions of acceptance and desire.

Although in an all-time inclusive marketing projection scheme, the vices around gender

and self-esteem are now purposefully mediated in SN’s. (Malik, Khan 4). Nowadays, after the

realization of the change climate, the updated ways of market interactions use aesthetics in diverse

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senses; notions such as self-love, empowerment and sexual liberation evolve in the same way that

technology and demand changes.

Newer traits to assure the user around broader shades of its identity, provides a different

hue of approach on the gender concept by modelling fresh standards to adjust the needs of the

material society. Labeling gender conventional values and typifying attributes are the market

assessment.

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WORKS CITED
Malik, Sadia. Khan, Maheen. “Impact of facebook addiction on narcissistic behavior and self-
esteem among students”. Journal of the Pakistan Medical Association. vol. 65. no. 3. 2015.
pp. 260-263.
https://www.researchgate.net/profile/Sadia_Malik10/publication/275716907_Impact_of_f
acebook_addiction_on_narcissistic_behavior_and_Self-
Esteem_among_students/links/590396d04585152d2e92f98f/Impact-of-facebook-
addiction-on-narcissistic-behavior-and-Self-Esteem-among-students.pdf. Accessed 4
April. 2019.

Kilbourne, Jean. “Killing Us Softly 4 Advertising's Image of Women”. Cambridge Documentary

Films, Inc. vol. 4. 2010. https://www.youtube.com/watch?v=xnAY6S4_m5I Accessed 4
April. 2019.

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