Media Images How does media reinforce stereotypes, hypersexualization, hypermasculinity and gender norms? Antigonish Women’s Resource Centre and Sexual Assault Services Association, 2017

Disclaimer… This presentation discusses some difficult topics like hypersexualization, hypermasculinity, and violence. The images can be shocking for some, but are typical advertisements found in magazines, online, on billboards and on t.v. Please know that the intention is not to shock you with pictures, but rather to point out what we are exposed to all the time. The information is intended to start a conversation and raise awareness. On average we see 3000 images a day; many of them are like the ones you will see today. If you would like to discuss this subject further please speak to your teacher, guidance counsellor, school health nurse, or HRY youth facilitators.

Why talk about hypersexualization/ hypermasculinity in the media? Because you(th) are taught to be sexualized but we often don’t teach them about healthy sexuality You(th) are exposed to sexual images and messages that used to only be allowed in adult videos It’s important to think about the images that we see in the media and what kind of messages they are supporting

Products are often sold using sexual or violent images as a means to capture our attention, but they aren’t always clear about what it is they are actually asking you to buy, so…. WHAT ARE THESE ADS SELLING?

Why would advertisers used sexualized images to sell their products? Sex is used to sell almost any product… Why would advertisers used sexualized images to sell their products?

Why would this ad use this image? What do you see in this ad? What does the women’s body posture suggest? What does it look like the man is doing? Why would this ad use this image?

What do you think this add is selling?

What do you think this add is selling?

What do you think this add is selling? Who is this ad directed at?

Why is this an issue? The problem isn’t the sex, it’s the attitude that’s taken towards sex There is no emphasis on healthy sexual relationships and practices, often exploiting women’s sexuality and bodies. SEX IS USED TO SELL EVERYTHING!

WHAT IS THE IMPACT? Creates an unhealthy expectation for women and their sexuality Shows that only certain types of bodies get to be sexual (usually: thin, young, white) Places women’s worth in her body Hurts young men as well, sets the expectation of all women to be sexual all the time There is nothing wrong with wanting to look or feel good the problem is that the message that is emphasized to young girls at an early age the how you look is more important than other qualities such as Smart Caring Strong Passionate

What are the differences for girls and boys? Are told by pop culture that they should be innocent yet sexy (which is tricky!)

Hypersexualization When a person’s value comes only from their sexual appeal or behaviour, to the exclusion of other characteristics. sexuality that is inappropriately imposed on girls through media, marketing or products directed at them that encourages them to act in adult sexual ways. Women and girls being depicted as sexual objects

Sexual objectification Ads often portray women as objects to use to sell another product We often see images of women and girls without heads or just in pieces, which reduces them to just their body - sending the message that this is all that matters.

Women vs. Men https://www.youtube.com/watch?v=2SrpARP_M0o What was the difference between a women in the commercials and a man? What does this tell us about how women are portrayed in ads?

Boys and Men in Ads Always shown as bigger and stronger than women - Are increasingly objectified But these ads exist in a different context for men, as men don’t experience street harassment, sexual assault and violence to the same extent that women do. The Serious problem for boys is MASCULINITY is linked to violence boys grow up in a world where men are constantly shown as perpetrators of violence they are encouraged to be “tough” and insensitive Ads reinforce these intense ideas of masculinity

Hypermasculinity When a man is defined only by his excessive masculinity, usually limiting him to a identity based around physical strength, superiority over women, aggression, and sexual dominance. Ads often put men in the position of “power” in sexualized situations Reinforce the idea that boys and men have to be “manly” and tough, have lots of muscles, and not be “girly”.

What do these adds say about how to “be a man”?

What are these ads telling us about expectations for men’s bodies?

Violence in ads: - Because we see so many violent images in pop culture ….This leads a greater acceptance of violence against women in real life What do these violent images do to us? Research shows that being exposed to these images affect us. - People exposed to violent images are more likely to: Be aggressive Be desensitized to violence Blame victims of violence Associate violence with sex

Is this sexy or assault? How can you tell?

Both of these pictures show power and control, but are they shown in the same way? Who has power and who doesn’t? Are they equally violent? Why?

What are these ads trying to say? Is it ok?

What message is this ad selling What message is this ad selling? What message is it sending about consent?

But it’s just the ads right? These images aren’t intended to sell us sex, they are meant to promote consumerism by linking sex and products This is a problem because: - it creates an expectation of sex - hypersexualizes young girls and women - creates a culture of hypermasculity - continues a culture where violence against women is normalized - we are only seeing couples of different genders (erasing queer couples) But it’s just the ads right?

Musicians/Singers

Sports and Athletes

Why are celebrities and athletes sexualized as much as they are? Because sex sells Because the industry pays them to present themselves sexually

Are we turning real people’s bodies into products?

Final Thoughts? Questions? Comments?