Media and women's body image

December 2009

“How media shapes womens’s body image and its effects on women and society in general”,

The topic of media and it’s representation of women’s body image is controversial. There are many assumptions about women’s body image which media portray through various programs and ads. One of those assumptions is that women are more viewed through their physical appearance as beautiful objects than men (Unger, and Crawford, 127). As a result, women’s bodies are the target of sexual desires especially for men (Butcher, Coward, Evaristi, Garber, and Harrison, 27). Also, several researches have shown that women are more likely to care for losing weight and the fear of being “fat” (Kitzinger and Wilkinson 33).The rate of dissatisfaction of body image among women is high especially in the developed countries (Swami, Steadman, and Tove´e, 609). The dissatisfaction is high among specific groups such as high class, non-feminist women comparing to the ones who believe in feminist movement (Swami, Steadman, and Tove´e 609). A Psychology Today survey has shown that 56% of women are dissatisfied with their body image (Swami, Steadman, and Tove´e, 609). Also, women are more likely to be judged according to their physical appearance than men (Unger, and Crawford, 127).

Many researchers have reached the notion that the main cause of such assumptions about women’s body image is due to media representation (Wilkinson, and Kitzinger, 33). It is true that there are other reasons for such assumptions but many argue that media representation is the main cause. This paper concentrates on showing how media represents women’s body and its effects on women and girls. Moreover, I will try to illustrate the other factors that might shape women’s body image in addition to media. Finally, the concentration will be on the study case of Dove campaign that shows the other side of media and its representation and to shape another image of women’s bodies; others argue that this campaign is to make profits more than changing women’s body image.

One of the questions that would be dealt with is how could media shape women’s body image and by which ways? Another question is does media have negative or positive effects on women’s body image? All these questions and issues would be addressed trying to reach a conclusion about the topic of media representation and women’s body image.

First of all, Walter Lippman, a famous journalist in 1992, defines stereotype as individuals are classified by others due to common and shared things (Unger, and Crawford, 107). According to this definition, people might categorize all women as being slim and beautiful because media promotes such image. However, women are different and can not be typical (Unger, and Crawford, 113). This is another assumption and whether to be refuted or proved. This might be clear in the next paragraphs.

Advertisements on TV, radio and newspapers represent women as sexual objects (Butcher, Coward, Evaristi, Garber, and Harrison, 26). Ads use women’s bodies as attractiveness to men. Such ads show women’s bodies as skinny bodies which attracts men. Consequently, women and girls might be affected by such ads and would like to be attractive in men’s eyes (Butcher, Coward, Evaristi, Garber, and Harrison, 26). The images on ads about women’s body represent unrealistic image and do not reflect the real women as mothers, wives and sisters (Butcher, Coward, Evaristi, Garber, and Harrison, 27). Media has started to reflect the unrealistic image of women’s body on children’s programs, story books, movies and magazines (Unger, and Crawford, 113). In my opinion, this shows that media’s target has started with children to promote the stereotypical image of women’s body as children are easily affected.
Moreover, talking about news, women are more likely to be viewed or be mentioned by their physical appearance and their clothes than their abilities (Unger, and Crawford, 115). A study conducted on 221 characters from the most famous TV programs to examine their weight and age; the results were that 69.1% of women working in these programs are thin comparing to only 17.5% of men; also, only 5% of women were recorded as heavy comparing to 25.5% of men (Unger, and Crawford, 116). I think this shows that women are required to be thin to work on TV as it is favorable to hire thin women (Unger, and Crawford, 116). As this study has shown, men do not necessary have to be thin to work on TV but women should as TV producers are interested more in women’s physical appearance than their qualifications (Unger, and Crawford, 116). In addition, fat women are viewed as having unpleasant characteristics and then might be discriminated in the market labor (Kitzinger and Wilkinson 33). I think, this causes problems for women occupying several jobs even if they have the qualifications (Unger, and Crawford, 116). This is also an indication that women suffer from such perceptions and assumptions and always under pressure of such beliefs. Some researches have argued that people who watch many stereotyped programs tend to think more stereotypically about women’s body image (Unger, and Crawford, 117). However, in my opinion, nowadays almost everyone watch TV programs and ads which are full of stereotyped images and some might be affected and others not. Therefore, it is not just about watching stereotyped programs. This illustrates that TV has a big influence on people whether men or women.
Theoretically, the first theory is called “objectification theory” which is mainly about women caring about the external view of body rather than the inside view (Daniels ). Accordingly, this leads women to treat their bodies as objects to satisfy the society (Daniels ). Secondly, the symbolic annihilation is used by Gaye Tuchmna in 1978 to describe how media targets women (Unger, and Crawford, 120). Again, it means to represent women’s body image as beautiful objects rather than useful which is in favor of patriarchal societies (Daniels).

This last and previous point about male dominated culture leads to the effects of other factors on shaping the stereotyped view of women’s bodies. In addition to media, social and cultural factors have a role in shaping those images such as businessmen (Butcher, Coward, Evaristi, Garber, and Harrison, 27). For example, the focus of slimming industries, dominated by men, on women and diet by promoting slimming products for personal benefits shows how women are the target of businessmen to make profits. As a result, women would be under focus and stress to be like what images industries draw (Kitzinger and Wilkinson, 33). Again, such industries cooperate with media to promote such products and so the correlation between business world and media is very strong.

Another social and cultural factor that puts pressure on women is health experts. Doctors are more likely to treat and advise fat women than men (Kitzinger and Wilkinson,33). This point might prove the notion that men are less likely to ask for medical advice (Annandale, and Hunt, 25). One reason for that is that men are less caring for their appearance and secondly men rarely seek medical consultation as not to be viewed as “weak” (Annandale, and Hunt, 25). As a result, men might get more diseases than women and live shorter than women (Nettleton, and Watson).
It is always the case that being fat according to women is a negative way but for men sometimes it’s something positive. To illustrate more, some societies consider fatness among men is a sign of wealth (Annandale, and Hunt). Consequently, women are more likely to care for being fat or not as many societies expect women to meet the standards of beauty in their point of view (Kitzinger and Wilkinson, 33). During pregnancy period, women are expected to gain weight so this is the only time that fat women would not be viewed negatively by people and society (Kitzinger and Wilkinson, 34). In addition, pregnant women view themselves less negatively (Kitzinger and Wilkinson, 34). However, during pregnancy doctors advise women not to gain lots of weight because of health risks on the mother and baby’s health (Kitzinger and Wilkinson, 34). I think this is good as such diet during pregnancy is beneficial for the health of women. There is nothing wrong with following a healthy diet and keep fit but not just to be slim and unhealthy as some girls do in order to be like the models on TV (Annandale, and Hunt).

This might lead to the point that some fat women face difficulties because of the body image. ‘I do not dress the way I want to any more because of my weight”, one woman expressed in the book of women and health (Kitzinger and Wilkinson, 38). This quote shows that some fat women are not satisfied with their body size and do not dress and not dressing like women on TV (Kitzinger and Wilkinson, 38). This quote has raised the issue of fashion and fat women. Most fashionable clothes are not available on large sizes (Kitzinger and Wilkinson, 39). This might encourage women to lose weight to be fashionable. However, this also indicates that fashion designers concentrate on thin women ignoring fat women and their needs (Kitzinger and Wilkinson, 39). Large sizes are not always available locally only in specific shops such as Ann Harvey ("Ann Harvey London"). Ann Harvey branches are limited and available in big cities like London, Cardif, Cambridge and Brighton ("Ann Harvey London"). Sizes available in this shop are ranged from 16 till 32 ("Ann Harvey London"). However, prices are expensive even on sale ("Ann Harvey London"). This is another problem for women as it is not easily accessible and expensive ("Ann Harvey London").

On the other hand, some argue that media is trying to deliver the true women’s body image. One example of this argument is Dove campaign (“Dove campaign for real beauty”). In 2004, a campaign for real beauty was launched by Dove Company to show real beauty of women (“Dove campaign for real beauty”). Dove used billboards, TV ads and magazines to advertise for such campaign (Johnston, and LastTaylor).This campaign was conducted on real women who are from different ages, races and sizes (Johnston, and LastTaylor). In fact, this campaign was successful as it attracted media attention, gender experts, professionals, media celebrities such as Oprah Winfrey (Johnston, and LastTaylor). Also, Dove achieved commercial success by selling many of lotion products (Johnston, and LastTaylor). As a result, Dove campaign which was entitled as “Fat or Fabulous” achieved some of personal benefits (Johnston, and LastTaylor). However, some experts criticize Dove campaign as the main goal of such campaign is just to gain money and make profits (Johnston, and LastTaylor). Such assumption might be true as Dove experts are interested in making profits. However, I think it is not wrong to raise the point of stereotype against women’s body image via such campaign. I think, the notion of “lets make peace with our bodies” Dove has raised is a brilliant idea as it encourages women to love their bodies as they are ; also to refute what media is trying to convince the public about women’s ideal body image (Johnston, and LastTaylor). Actually, this really promotes women and girls to believe in this idea as Dove pronounced that 138,000 girls aged from 8 to 14 created their own projects such as “Uniquely Me” and “Body Talk” (Johnston, and LastTaylor). The dove campaign illustrates that the media image of women’s bodies is unrealistic and fake ("Dove's Campaign for Real Beauty").

In conclusion, 68% of women believe that media and advertising create unrealistic women’s body image which normal women can not achieve ("Dove's Campaign for Real Beauty"). This proves the idea that media has a big role in shaping what women’s bodies should look like. Additionally, 75% of women wish that media portray the real women’s body image and concentrate on other ages not just the young age ("Dove's Campaign for Real Beauty"). In reality, we can not deny the role of socio-cultural factors in shaping this body image. However, media is the main reason for that image and affects various cultures and societies. To conclude, Women’s body image is influenced by media, men, beauty industries and fashion (Kitzinger and Wilkinson).



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Bibliography
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