According to what Kilbourne suggests, women use their bodies as masks or objects that need to be taken care of all the time and kept in perfect shape and condition. The media and the advertisements program their minds to think that their appearance is not perfect and they need to change themselves in a particular manner (Kilbourne, 2002).
One of the main roles that media has played in this subject is to make an individual perceive themselves from the eyes of others and to take it as a responsibility to be appealing to the eyes of the audience instead of what they themselves want to do. Advertisements today sell the bodies of women, not in the literal sense but metaphorically speaking, all advertisements have women in them in one way or the other which they present in a way to attract the buyer to test the product. Many times we will notice that the women have nothing to do with the product being sold but the perception of the people is that in order to make the product successful, they have to include women in some way or the other.
The recent diversion of attention towards this objectification of women has started to perceive the implications of the dismemberment of the women in society. What we mean by this term is the fact that such advertisements focus their attention on just one part of the women's body while the importance of the woman, her opinions, and her personality as a whole is largely neglected. What we need to recognize here is the fact that by this internalization, we are indeed letting this exploitation and objectification of women increase and this undermines the women and her importance in society. The subjects in question are themselves making the unacceptable acceptable and are choosing to stay quite about it.
In order to assess the implications of this sexual objectification and the effects of the women portrayal via the media, Kuring and Tiggemann (2004) went on to conduct their research by carrying out a study at a university in South Australia where they handed out questionnaires regarding the feelings about the way self objectification was affecting the women in question and how this was affecting their lives. It turned out that there were heavy consequences of this phenomenon and the self surveillance cost the women a lot that they simply were not realizing. The most common implications were the ones which were outlined above as well like depression, self-consciousness, shame and disorders as well as dysfunctions (Tiggemann & Kuring, 2004).
Another similar study was carried out by Noll, Fredrickson and Roberts in 1998 at the University of Duke where they conducted laboratory sessions to assess the same implications and they ranked the attributes of the body in order of the importance attached to it by the respondents. They found that the most prominent one was shame in not having the appropriate look and not being able to maintain that beauty that the society demanded. This particular study saw the way motivation and behavior of people was changing in relation to these societal demands and they reached the conclusion which stated that the culture was seriously impacting the women in negative ways. Their study also went further on to evaluate the link between the roles that media was playing in programming this behavior and how this resulted in the abnormalities in society and women attitudes (Roberts, Noel, Fredrickson, 1998).
As mentioned earlier as well, although objectification is being given some awareness in society, there is yet to be lighter shed on the dismemberment of the women's body where every single part of the women's body is being treated as a separate entity to sell and advertise. In the next section, we will discuss some of the advertisements whereby this has taken place and how t exploits the woman's sexuality and the body. The concept of dismemberment basically deals with the idea of putting all the parts of the women as separate parts that can be used in different ways to attract the audience and the target market. It instills the concept in women which states that even if one part of the women's body is not up to the level of satisfaction, the whole idea of the body's beauty is ruined. This is particularly why young girls are attracted and pushed into these ideas from a very small level so that they can keep working on their body...
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