Sex and Violence in the Media
Mass Media Campaigns that Glorify Sex and Violence
Several media companies often run television ads that promote sexual offences mostly against women. Such stunts that glorify sex and violence are disguised as artistic expression, innuendo or humour so that the shock factor is dissolved to attract customers (Bushman & Cantor 2003). Some examples of television commercials that glorify sex mainly female sexual violence include the following:
‘The game is BROOMSTICKS.’ The advertisement was established in the 1960s in New York to market Broomsticks stacks. However, the image was extremely offensive whereby several fully clothed men were groping and laughing at an almost naked lady.
The Blender brand launched a TV ad of a naked female body dangling from the ceiling in pieces while making a seductive facial expression. The commercial not only glorified sex but also indicated extreme violence against women through disembodiment (Carter 2003).
Peta brand released a commercial on PeTA.org.uk which suggested that male vegetarians are good lovers. However, the disturbing fact was the image of a half female body hanging in chains and pieces of meat hanging next to her. The subtle message being relayed was that women are hooked to men who are meat lovers; however, because they are vegetarians, they would incur serious injuries.
Dolce & Gabbana is recognised for its edgy TV ads; however, a specific ad that ran in Europe received huge complaints from viewers because it promoted gang rape of young women (Bushman & Cantor 2003). The image displayed a female model pinned to the ground by shirtless male model while three other male models watched.
The suit producer Duncan Quinn released a commercial that left many viewers confused. The image portrayed a sexual and violent tone as it showed a female model dressed in lingerie lying on the bonnet of a car and the producer holding a tie that was tied to her neck.
How the Society responds to the Media’s use of Sexual/Violent Images
Many brand commercials today, display women as willing sex objects and men as violent sexual offenders. Because of the media’s display of violence, the society notes that the number of crimes has significantly increased over the years from rape cases to assaults. The press has exerted significant influence on children and adolescents and its use of advertisements and video content that portray violence accounts for drastic effects in the young population (Anderson et al. 2003). For instance, in 2012, there was an incidence of two adolescent boys from Columbine High School in Colorado who killed one teacher and 12 acquaintances and wounded 21 other schoolmates. The substantial reason for the boy’s brutal acts was they spent 99% of their free time on violent video games.
Many concerned people particularly teachers and parents are noticing increased sexual violence in the media in the form of adverse TV commercials, horror films and music videos that use brutal sexual terms. The media’s use of sexual and violent visuals is disturbing to many in the society.
How the Society should respond to Sex and Violence in the Media
The society should take several measures to curb mass media campaigns that glorify female sexual objectification and violence, for example, boycotting magazines and organisations that run such commercials or writing letters that express their displeasure. The society should also campaign for community programs that educate on sexual violence and its effects (Anderson et al. 2003). The program can include information on media sex content and violence based on research evidence.
References
Anderson, C. A., Berkowitz, L., Donnerstein, E., Huesmann, L. R., Johnson, J. D., Linz, D., … &
Wartella, E. (2003). The influence of media violence on youth. Psychological science in the public interest, 4(3), 81-110.
Bushman, B. J., & Cantor, J. (2003). Media ratings for violence and sex: Implications for
policymakers and parents. American Psychologist, 58(2), 130.
Carter, C. (2003). Violence and the Media. McGraw-Hill Education (UK).