By: Victoria Arguello / Genre With Class
way of preamble
To build socialism is required to undertake an important task: a glimpse of each of the problems, weaknesses and needs of the exploited masses, and find their roots in the latent structural problems in capitalist society, once made and understood, guidance is given to the revolutionary struggle coupled with the constant desire to change people's own victory can be routed to the final release.
Given this role of the media, could afford not denominárseles "communication" but diffusion or projection, as they engaged in a long-running propaganda strategy that promotes false ideas about women as weakness or inferiority of Man, do nothing but design and disseminate a stereotype of women related to their reduction to sexual and reproductive function.
Advertising is one of the weapons that shoot more for the dignity of women, advertising agencies worldwide use and exploit the image of that figure and to attract consumers and subsequently increase sales in some products, while it is directly connected to the reinforcement of a stereotype of beauty created by the same industry culture that places women as objects or as part of the product to buy. Currently
advertising introduces an image of women undervalued and with a single mission: to seduce. The message we try to convey a lot of ads is as follows: sex as a reward for the purchase of a product.
also ... "the commercials are portraying women as sex objects decorative prize for the male or as a secondary character. The voice that offers security, success and great achievements is always a male voice. Even the sport, as overvalued at present, more male idols shown to promote a product that a woman athlete, having reached this similar achievements. Interested in placing women as housewives and perfect mother. Children, according to advertising, only mothers. They are coming over to the pharmacy to buy baby food, rely on a particular brand of diapers and know that milk is suitable for children. Men should not feel responsible to these tasks, habits and concerns are others are more related to the adventure, power, freedom, etc. relating to consumer products like cars, sporting goods, clothing of certain brands, alcoholic drinks, ... "(Natalia Gonzalez Zaragoza)
sexist advertising has a double purpose then, is capable of reaching both to men and women, into believing the former is a subject with the potential to make assessments on women to finally "wanting it", if it meets certain standards of beauty, and the second as the object being evaluated does everything possible to resemble the stereotype of the perfect woman ultimately be "wanted" man, parallel to this sexist advertising till a concept of success lies in being beautiful or having a beautiful woman, "which could well be called the cult of beauty.
As is common in capitalist society hide the root of social problems and make up the vast realities, the consequences of sexist advertising has caused, such as low self-esteem of women and their incurrence to eating disorders and psychological as well as submission to dangerous surgery to achieve "the desired body, have been attributed to surface issues that do not touch the substance. Capitalism has undertaken to talk about female vanity when in reality seeks to identify the real problem, which is undoubtedly the commodification of women's image and beyond that the perpetuation of this society for being at the mercy of capital can to destroy and kill the individual.
Seeing women as sex objects contributes to the legitimacy of a culture and a society that subordinates the same, not only in relation to gender, but in relation to social life in general, for this reason it is important that within approach of the counterculture of the new media tools are considered in determining social change towards the advancement of non-discrimination and a life free of violence for women.
Within the Bolivarian revolution has set out to create alternative communication models that allow the ideas to counter hegemony of capital and the empowerment to the media by the people, for it to be able to create, transmit and represent their reality according to their daily struggle that is the construction of popular power; Given this huge opportunity for the revolutionaries, it is necessary to undertake a discussion to understand how gender mainstreaming these new communication patterns; For this reason it is worthwhile to start develop a communication model in which the woman is seen and reflected as a subject of action and transformation, and never as an object.
is common to hear in the streets, and above all traditional schools of social communication, slogans such as "Who has the information, has the power", the revolutionary people guided by great feelings of love and change is understood that power, (the people in this case) is achieved only by being part of the event and being the creator of the information, it means then that as agents of transformation must begin to eradicate all over in all areas of struggle, domination and female oppression through discussion, participation and concrete action.
Source: http://generoconclase.blogspot.com
Historically the struggle for the emancipation of women has been the purpose of paying off one of the many gaps and needs experienced by the people, which may manifest in homes, workplaces, media communication, and generally in all aspects of social life, and that has to do with the pervasive discrimination, violence, domination and oppression synthesis towards women. For this reason it could be argued that the struggle of gender is so necessary and urgent as it is also urgent to build a society that once and for all eradicate the excesses of capitalism.
From the beginning the company have plunged women to various forms of domination, some more concrete and visible and others less tangible, and although society has progressed, these forms of domination is not have deleted, only have innovated and replaced by other, for this reason to believe that sexism and oppression of women in this period have passed, it would be lulled into a false interpretation of reality. Among the most visible forms of domination and concrete can be abuse or domestic violence, the deplorable working conditions offered to women, the exclusion in the policy making and economic, social marginalization, among many others, however there a form of oppression that detailed work on a political monster called "cultural industries" as dangerous as being part of the need for the class leader (the bourgeoisie) to legitimize and become a cultural and behavioral patterns of female enslavement.
cultural industry in this area's main objective is to condition the role of women in society, and create mechanisms (media) to allow it to be convinced that is that his real role, there that this conditioning of women will inevitably pass a psychological disposition and finally a social behavior is then how far the media represent social problems and within the women's problems, they become instruments created to promote the idea of \u200b\u200bwomen subservient, subordinate to men, whose only immutable point in life is the maintenance of the home and children.
Given this role of the media, could afford not denominárseles "communication" but diffusion or projection, as they engaged in a long-running propaganda strategy that promotes false ideas about women as weakness or inferiority of Man, do nothing but design and disseminate a stereotype of women related to their reduction to sexual and reproductive function.
Advertising is one of the weapons that shoot more for the dignity of women, advertising agencies worldwide use and exploit the image of that figure and to attract consumers and subsequently increase sales in some products, while it is directly connected to the reinforcement of a stereotype of beauty created by the same industry culture that places women as objects or as part of the product to buy. Currently
advertising introduces an image of women undervalued and with a single mission: to seduce. The message we try to convey a lot of ads is as follows: sex as a reward for the purchase of a product.
also ... "the commercials are portraying women as sex objects decorative prize for the male or as a secondary character. The voice that offers security, success and great achievements is always a male voice. Even the sport, as overvalued at present, more male idols shown to promote a product that a woman athlete, having reached this similar achievements. Interested in placing women as housewives and perfect mother. Children, according to advertising, only mothers. They are coming over to the pharmacy to buy baby food, rely on a particular brand of diapers and know that milk is suitable for children. Men should not feel responsible to these tasks, habits and concerns are others are more related to the adventure, power, freedom, etc. relating to consumer products like cars, sporting goods, clothing of certain brands, alcoholic drinks, ... "(Natalia Gonzalez Zaragoza)
sexist advertising has a double purpose then, is capable of reaching both to men and women, into believing the former is a subject with the potential to make assessments on women to finally "wanting it", if it meets certain standards of beauty, and the second as the object being evaluated does everything possible to resemble the stereotype of the perfect woman ultimately be "wanted" man, parallel to this sexist advertising till a concept of success lies in being beautiful or having a beautiful woman, "which could well be called the cult of beauty.
As is common in capitalist society hide the root of social problems and make up the vast realities, the consequences of sexist advertising has caused, such as low self-esteem of women and their incurrence to eating disorders and psychological as well as submission to dangerous surgery to achieve "the desired body, have been attributed to surface issues that do not touch the substance. Capitalism has undertaken to talk about female vanity when in reality seeks to identify the real problem, which is undoubtedly the commodification of women's image and beyond that the perpetuation of this society for being at the mercy of capital can to destroy and kill the individual.
Seeing women as sex objects contributes to the legitimacy of a culture and a society that subordinates the same, not only in relation to gender, but in relation to social life in general, for this reason it is important that within approach of the counterculture of the new media tools are considered in determining social change towards the advancement of non-discrimination and a life free of violence for women.
Within the Bolivarian revolution has set out to create alternative communication models that allow the ideas to counter hegemony of capital and the empowerment to the media by the people, for it to be able to create, transmit and represent their reality according to their daily struggle that is the construction of popular power; Given this huge opportunity for the revolutionaries, it is necessary to undertake a discussion to understand how gender mainstreaming these new communication patterns; For this reason it is worthwhile to start develop a communication model in which the woman is seen and reflected as a subject of action and transformation, and never as an object.
is common to hear in the streets, and above all traditional schools of social communication, slogans such as "Who has the information, has the power", the revolutionary people guided by great feelings of love and change is understood that power, (the people in this case) is achieved only by being part of the event and being the creator of the information, it means then that as agents of transformation must begin to eradicate all over in all areas of struggle, domination and female oppression through discussion, participation and concrete action.
Source: http://generoconclase.blogspot.com
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