Image Credit - www.exchange4media.com
Every human being in this world desires to look good and it is human nature to do so, but, altering or changing oneself to attain beauty standards is not advisable. There are ample amount of ways or attributes to change oneself that are emerging in this modern world.
The analysis on the cinematic industries finds that female roles dominate screen time and speaking time, but one of the factors of this is their depiction for selling cleaning supplies, food, and beauty products to female consumers.
Three-quarters of female roles in Indian ads have light or medium-light skin tones — which a higher percentage than male characters. It is a commonly known fact that female roles are nine times more likely to be shown as “stunning/very attractive” than male roles.
However, what is making people think that there is a need to alter the gift that has been naturally given to us? One of such factors would be media. Based on a survey on Indian advertisements on television and YouTube has revealed that while they are superior to global benchmarks, women have parity of representation in terms of screen and speaking time.
It also says that their portrayal is problematic as they create gender stereotypes — they are more likely to be shown as a married woman, less likely to be shown in the paid profession, and more probable to be depicted as caretakers and parents than that of the male characters.
What do Statistics say?
The analysis on the cinematic industries finds that female roles dominate screen time and speaking time, but one of the factors of this is their depiction for selling cleaning supplies, food, and beauty products to female consumers.
For instance, nearly all the food and detergent commercials depicted a lady caretaking for her family who speaks to women viewers about caring for his or her families. In a separate study by GDI for setting global benchmarks, advertisements in the U.S. show that women with half the screen time (about 30.6%) and nearly half the speaking time (about 33.5%).
A large proportion of female roles are depicted as married women than male roles. Female roles are three times more probable to be depicted as "parents" than male roles (about 18.7% compared with 5.9%).
A large proportion of female roles are depicted as married women than male roles. Female roles are three times more probable to be depicted as "parents" than male roles (about 18.7% compared with 5.9%).
Male roles are more probable to be shown to make decisions regarding their future than female roles. The female roles are twice as likely to be shown making household decisions than male characters (about 4.9% compared with 2.0%).
Female roles are more probable to be shown doing the following activities than male roles: shopping, cleaning, and being involved in the purchase or preparation of meals. For roles where intelligence is part of their existence in the ad, male characters are more likely to be shown as smart than female roles.
It is also noticed that Male roles are almost twice as probable to be shown as funny than female characters.
What does the Media Portray?
Female roles are more probable to be shown doing the following activities than male roles: shopping, cleaning, and being involved in the purchase or preparation of meals. For roles where intelligence is part of their existence in the ad, male characters are more likely to be shown as smart than female roles.
It is also noticed that Male roles are almost twice as probable to be shown as funny than female characters.
What does the Media Portray?
Three-quarters of female roles in Indian ads have light or medium-light skin tones — which a higher percentage than male characters. It is a commonly known fact that female roles are nine times more likely to be shown as “stunning/very attractive” than male roles.
A role portraying a woman is also undeniably thin, but male characters appear with a variety of body sizes in Indian advertising (why is that?).
Detrimental stereotypes and Misconception about women in advertising have a significant impact on women and young girls — and their perspective of themselves and their value to society.
Detrimental stereotypes and Misconception about women in advertising have a significant impact on women and young girls — and their perspective of themselves and their value to society.
Though we see the feminine representation dominate within the Indian ads, they're still deprecating by colorism, hypersexualization, and without profession or aspirations, states Geena Davis, Founder, and Chair of the GD, Academy Award Winning Actor, adding that the inequality evident in portrayals of females in these advertisements must be addressed to ensure an equitable society.
Conclusion:
Conclusion:
Media plays an important role in today’s world and has a powerful influence on one’s life. The result is that it has affected a lot of women- from young girls to women, making them or creating a mindset that beautiful is being thin (or fit), having lighter skin tone, or having the perfect spotless clear skin.
Which is not true. Everyone was made unique and gorgeous in their own way and there is absolutely no reason to alter oneself to be ‘perfect’ or ‘stunning’ just to be viewed in the eyes of society.
Embrace yourself whether you have a dark complexion, or rather stout, or have sensitive skin, acne, color, body, size, it does not matter because you are still beautiful and you need not change yourself to match someone’s standards.
Written By - Kirthiga Morais P
Edited By - Daniel Deepak Charles
Social