BATTLE OF THE SEXES 4
Battleof the sexes
TheImpacts of pop culture texts on gender roles and sexual orientation
Advertisementsand media publications have a direct impact on the gender roles andsexual perceptions. However, this is solely influenced by the age atwhich these kinds of materials are introduced (Holtzman et al.,2014). The effect of such messages on a given group of people alsodepends on the content.
Agood example is the advertisements on cosmetics which make women andteenage girls pressured by the societal to look beautiful. Cosmeticadvertisements in magazines and journals have impacted more pressureto young teenage girls as compared to older women. They are made tobelieve that their role in the society is only to look beautiful andgood looking. This has changed the traditional perception of women’s’role in the society. The teenage girls have increasingly beendemanded by the society to live up to their perceived ideals, whichleaves them unhappy and vulnerable.
Atthe same time, the advertisers usually use beautiful and scantilyclad womenwith sexual innuendos in order to attract attention. These materialshave impacts on both young men and women. The exposure of nudityaffects men in varying degrees. Their emotions are triggered intosexual attractions towards females since women are desirable andeye-catching for males.
Onthe other hand, these kinds of advertisements increase the level ofhomosexuality in the society. This is because there are those youngladies who are attracted to their fellow women, which, by seeingthese photos on print media, are attracted even more. Social mediahas also contributed a lot in spreading information on homosexuality.Many have been recruited in this sexual orientation after readingmaterials posted online.
Finally,it is agreeable that print media is doing very little to make bothgenders to understand their roles in the society as it is knowntraditionally. The nontraditional roles which never existed arebeing grounded in the society (Holtzman et al., 2014). The few whoare trying are considered to be conservative. Therefore, theirmaterials are rarely appreciated by the intended groups, which isregrettable.
Holtzman,L., Sharpe, L., & Gardner, J. F. (2014). Mediamessages: What film, television, and popular music teach us aboutrace, class, gender, and sexual orientation.New York: Cengage learning press.