Almost anyone who watches television either knows, or should know, the power behind it. As television viewers and movie-watchers, it is always important to remember that there may be good aspects to media just as there are detriments.

Kilbourne, Jean. Killing Us Softly 4: Advertising's Image of Women. Cambridge Documentary Films, Inc. 2010.

In my recent Sociology course which is both my most favored, yet most infuriating [towards society, inequality], course of this past semester, a documentary was played and viewed by the class. Classmates and I watched Killing Us Softly 4, the latest and most recent installment to the series of documentaries, all titled Killing Us Softly.


The documentary analyzes the severely dysfunctional correlation between media and women. Most importantly, the abysmal way in which media depicts women, detailing the harshly unfair treatment, silencing, violence, subordination, and complete dehumanization of women.  This is never acceptable and should never be tolerated or even considered to be widely displayed and advertized, or universally exemplified but unfortunately, it is. And it has apparently only become worse, increasing in subtle negativity and severity over time.



For decades, women have be told and continue to be told- both directly and indirectly- to be a certain way and fit into these narrow, unattainable standards. Which is the reason for why women will spend outrageous amounts of money, or feel they need to do so, on products that do not and will not work. Not to forget the dangerous and deadly lengths women put themselves through just in attempting to get somewhere they will never be. This often leads to women feeling insecure with a severely lowered self-esteem, depression, and eating disorders. Surprise.

This does not only affect women but men as well, only to circle back and negatively affect women once again.  In other words, these unattainable and drastically unrealistic images and ideals of women play into the minds of men, making them judge women even more harshly they initially would. In addition to this, the usual depictions of men in advertisements are displayed to appear as having these strong, masculine qualities- again, nothing embarrassing, dehumanizing, or subordinating. Instead, much like the major socialization process regarding males, the value of anything feminine or any quality associated with the concept of femininity such as compassion, caring, or the ability to communicate is either ignored or unwanted; thus, devalued. Which leads us to this society where the masculine male dominates and the submissive or passive female does not (in most cases). Nothing good or beneficial can result from ideas like this and it benefits no one. All it does is make the inequality gap wider.


There are several examples of media, not all, that basically tell women to be, look, and act a certain way, that fits into this narrow and unattainable mold. I do not agree with this and do not accept it, yet alone any other severely negative subliminal messages targeted towards hurting, dehumanizing, and killing women slowly.

This documentary is a good starting point for discussing the issues of media and women, but it manages to leave a lot out intersectionally. Intersectionally, women of color in these magazines and advertisements are altered to fit this same mold and absolute impossiblity to look like white women. Ridiculous. Fortunately, a bit more publicity and awareness has been put on the issue of white-washing/skin-lightening to many women of color in advertisements like Beyonce, Rhianna, and Kerry Washington.  You should really read this piece from Beauty Redefined, that provides a more thorough discussion of "Beauty Whitewashed: How White Ideals Exclude Women of Color."
Another piece at Adios Barbie asks, "Why Are We Still Whitewashing?"

 There are so many issues in the world and our own society where media has some type of influence, sometimes negative through fueling the issue [e.g. discussion of this post] or positive through informing, educating, and bringing awareness to audiences.