Media Action Launches!

“Skinny, Sleazy and Stupid”

EKOS Research Finds Enduring Double Standard Riles young women
Media Action to Encourage Equitable, Diverse, Realistic Portrayals

In conjunction with National Media Education Week, Media Action (formerly MediaWatch) has released an EKOS research study looking at young women’s responses to dominant media portrayals. Young women in several Canadian cities expressed almost universal frustration with pervasive images of “flawless” female bodies, and the disproportionate media attention paid to women as sex objects and “those who mess up.”

The report reveals the conflicted relationship young women have with pop culture, simultaneously engaging with many forms of traditional and emerging media, while rejecting and resenting many dominant messages about female sexuality and appearance. They were particularly quick to note the double standard that exists regarding the greater diversity of male body types and portrayals.

Young women noted that “society worships guys who come across as good or bad, tough, responsible, independent and even weird,” and “They don’t have to conform to one specific image.

According to director Shari Graydon, “This research reminds us that despite the enormous gains women have made in recent decades, many media practices continue to reinforce limiting and destructive stereotypes. Media Action’s investment in improving the picture and giving women a voice on these issues remains timely and relevant.”

See also the reports:

Popular Culture and Female Sexuality: Consuming the ‘Representations’
and

“It Just Sucks You In”: Young Women’s Use of Facebook

Monday, November 5th, 2007, by Lshade and is filed under "Media Action ". Both comments and pings are currently closed.