The Image of Women in Mass-Media

People's socialization has always been done through families, public education, and fellow groups. However, in recent years mass media has become the largest contributor in the socialization process, especially in the "sex" field. Despite its impact, the mass media culture plays the most important role in the process of gender role stereotypes and patriarchal values. Certainly, today's family model is based more equally on patriarchal values, and women have more rights and possibilities in the labor market.

In this article we discuss women's images in mass media and popular culture and their reality and discourse. I solve this problem by observing and analyzing media advertisements and female stereotypes. I will study women's role in modern society and consider her position in public culture. First, I will explain Cantor's theory that the representation of women in the media is unreasonable and very different from the reality of today's society (Cantor, M 1978). This hypothesis suggests that these images reflect only a few "genuine" women, ignoring different skin color, age, identity, or sexually oriented women. In fact, women's idols in the media rebuild the concept of women and exacerbate the disadvantages of ordinary women. Goffman (1979) believes that the image of men is close to reality, but women are called "models that pretend to be real people". 1972)

Today's teenagers are influenced by sexual images in magazines and images of the faces of popular female artists. The hip-hop mass media continues to attack women and men with thin models, legs that are unlikely to become longer, perfect skin tones, enhanced breasts, and incredibly dark hair images. Hip-hop media influences and shapes the recognition of an ideal image of an American woman. These ideal images represent an image that most women think should be fulfilled, which adversely affects the image of the woman. Women are starting to work hard to find the way, and men want women to look special. To achieve the desired image, some women may undergo intense and dangerous surgery. The effects of physical satisfaction can lead to poor eating disorders that cause self depression and anorexia

When Betty Friedan revealed and criticized in the book "The Mystery of Women" (1963) since 1960 's, the image of female media in female media research is the subject of criticism in feminist media research. An image of an ideal American woman after the war. Friedan called this image "a happy housewife female protagonist". After her, numerous organizations, feminist groups, magazines have studied and revealed the discriminatory nature of women's images in advertisements and movies. Their problem of research was the result of UNESCO 's 1979 mass media statement.