(collective identity) Case study essay

In A2, i studied the many different representation of women and how the media portrays their identity. There are many arguments that the media under represents women and that they reinforces the stereotypical gender roles, which is men are the breadwinners, whereas women are the housewives.These roles are usually reinforced by TV series and fictional characters, for example Betty in 'mad man' (1970s).The series present Betty with a false identity,creating an illusion that she is happy with being an housewife.Not much has changed over the past years the contemporary media also encourage women to take up the stereotypical roles. Cleaning advertisement such as 'Fairy' and 'Mr muscle' give females the lead role,representing their job as cleaning the house.This stereotype has become redundant that it no longer holds value and is seen as he identity of women. A research conducted shows that girls who are high viewer of TV think they are happier at home, give up on education than those who are light viewers. 

The identity of women are also shown as sex objects, like Laura Mulvey argues the male gaze theory.The uses and gratification model shows that media provides the male audience with text that sexually pleasurable. We can see this through perfume advertisements (Gucci) Where the females are semi-naked.Music videos such as Rihanna 'pour it up' and Mylie Cyrus 'Wrecking ball'.Where the female artist are also semi-naked and they are 'Twerking'. 

Twerking is the provocative dance became part of hip-hop culture (The guardian-2013) We can find many YouTube videos of younger girls 'Twerking' this shows that It has become a trend because younger viewers are following what they see these celebrities do.Therefore we can with argue that the media is injecting their ideology into our heads (Hypodermic needle theory).

 The identity(women are for sexual pleasures) has become dominant because the representation has been constant, for example Snoop Dogg (Historical media) music videos also show semi-dressed females surrounded by the male artist.

                    
We can also argue that the media uses magazines such as vogue to reinforce the dominant ideology of what an 'ideal' women should look like. Which usually consists being slim, tall, clear skin, large eyes etc. Angela McRobbie studied (from jackie to j17) 1991 debates that women magazine empowers young female audiences with their views for example makeovers, and having the 'ideal' body. 
Retail stores such a H&M indirectly reinforce body images by using slim models wearing bikinis and other item of clothing. This also sexually exploits women as they are told to wear revealing clothing to attract both male and female audiences.

Articles on the BBC news websites state that  "The fascination with celebrities, their bodies, clothes and appearance has all increased the pressure that people typically feel at a time when they seek to establish their own identities". This show us that young people can easily be influenced by the false images the media provides us. It may also increase our expectations of something that is not real. Recent debates on radio four,also show that the number of women that get surgery has raised over the years. This can be due to the amount of immediate and constant media we can consume now, such as Facebook,fashion channels, magazines online, more models and competition.

Overall the media show many representations of women, which can become an identity for them if its redundant.However it depends on the audience whether why want to accept and be influenced by the way media presents women identity. .