By Sara Schwartzkopf, Colorado, USA, SSH Correspondent
I’ve been thinking a lot lately about the relationship between women and the media. There are the unavoidable Halloween ads and subsequent discussions on costumes for girls and women. Then there’s the fact that I recently re-watched Miss Representation (if you haven’t yet, it’s up on Netflix now and has some great interviews and points). Oh, and then I got online today and came across this headline about Equinox replacing photographer Terry Richardson for their campaigns. If you’re not familiar with Equinox, guess what they’re promoting with the following ad.
Did you guess fitness? No? Well that’s unfortunate, because Equinox is actually a high-end gym.
Now ad campaigns like this are par for the course – tall, thin, scantily clad, posing for men, often missing their faces. It’s so much that we often just accept it as part of the landscape of our existence. Maybe if we never absorbed much media, or weren’t affected by it, this wouldn’t be such a huge issue. Thing is we do. The average teen is exposed to about 10 hours and 45 minutes of media per day. That’s TV, music, movies, magazines, and Internet. Media is culture transmission, teaching us how to act and informing our viewpoints. If it had no effect, then there would be no point to either advertisements or a Federal Communications Commission.
I used the example of the Equinox ads because they strike me as a perfect example of not only promoting sex over a product, but also of established gender roles. The women in the ads are performing (quite literally) for the pleasure of men. Especially in the first ad, the man is the more powerful one.
It’s worth noting that media promotes these roles. Men’s masculinity revolves around having women. Not loving them or connecting with them, but obtaining them and getting them to do what they want. Women in films are frequently seen as having their lives revolve around men. Despite how ridiculously simple the Bechdel Test is, it’s still estimated that 75% of films fail it. Meanwhile men are rarely shown as depicting emotions that deviate from anger, competition or humor. Even in romantic comedies, there’s still a trope of women liking men who come off as jerks. So while women’s lives are seen as being about satisfying men, men aren’t supposed to cater to women’s needs.
I find it hard to believe that these overriding cultural messages don’t trickle down to the street level. Men are taught that powerful men get women. Women are taught to cater to men, and that men care about their appearances. It’s not such a surprise then that men think of catcalling as a method to get dates and assert themselves. It’s also not a surprise that women find such behavior to be a compliment, or something that they should just let slide.
There’re a lot of cultural narratives that try to simplify men and women down to basic creatures. The thing is, we’re incredibly complex. The beauty of culture is that it can change. It changes when we speak up, when we act in way that we want to see and when we hold others accountable to higher standards. Expect more out of your media, and expect more out of the people in your life.
Sara is a recent graduate of the University of Denver where she majored in Sociology, International Studies, and minored in Japanese. She has previously written on issues relevant to the Native American community at Le Prestige Du Monde, pulling heavily on her experiences as a mixed-race Kiowa and Chickasaw.
