Themedia plays a substantial role in reporting on current events around the world,providing frameworks for interpretation, mobilizing the citizenry with respectto various matters, reproducing the predominant culture, and, of course,entertain (Llanos and Nina 6). As such, the media can be a great role inimproving the expectations and perceptionsassociated with gender, specifically towards women who have been portrayeddifferently over the years. Today, the representation of women in themedia is expanding with increasing appearances of women of colour as well aswomen of more realistic shapes and sizes that exist beyond the thin and slenderbuild. This empowers female audiences and inspire self-acceptance, as well as raiseawareness on the issue of unfair portrayal of women. While the media isprogressing towards a more diverse and fair representation, it is still likelyto encounter stereotypes that perpetuate genderdiscrimination. This can be seen on screen and in prints where patternsof objectification exist.
An instance of this is in films with femalecharacters with less significant roles or roles with a more submissivedemeanour in comparison to their male counterparts. As a result, these womenare viewed as objects of male attention. Moreover, advertising campaignsfeaturing semi-naked women are still prevalent in society today, combined withadditional editing and retouching to enhance the images of these women. Withflawless skin and a perfectly proportional body, the “ideal” women is createdto promote products to consumers. Accordingly, such promoting strategies maypose dire consequences to one’s self-esteem and in extreme cases, encourageviolence against women.
Therefore, the chronicunderrepresentation of women in the media is a pressing issue as it is harmful forthe values that female audiences develop due to daily exposure to the media andthe overall well-being of the society.