It's true that we live in a progressive society where medieval attitudes are changing and equality is becoming a more realistic goal. Regardless, as this video highlights so thoroughly, we are still far from achieving some equalities - gender equality, for example.

A woman displayed wearing little clothing, which holds sexual connotations, and posed in a provocative position for the purpose of selling a brand of food. This relates to Mulvey's theory of The Male Gaze where women are displayed with the intention of entertaining a heterosexual male audience, which, essentially, is undervaluing them.

The media, whilst it could arguably be considered a mere tool, can be held responsible for many of the sexist attitudes and false stereotypes associated with the female gender.

Women's bodies are still used to sell products completely unrelated to the sexual connotations displayed and are still used to entertain a heterosexual male audience, hypersexualising and objectifying women.



Women are still expected to abide to a particular beauty ideal and they are criticised should they choose not to conform.

Likewise, women are still blamed in cases where they are sexually abused or raped by a range of people, most shockingly, high-profile personalities who use the media to convey messages such as "if a women's skirt is too short, they are asking to be raped".



It's evident, also, that the remains of a patriarchal society, in which men rank higher than women, still exists. For example, in a clip displayed at 2:21 of the video, the man addresses the women in an aggressive tone, saying "know your role and shut your mouth". This supports the ideal that men have a higher status than women for it would be an absurdity for a women to even suggest something similar to a man and distributes a message that women are second class citizens.

I don't believe that correcting this wrong relies on placing women on a pedestal, by all means, but I do consider the right thing to do to change these attitudes and work for a more equal society where women are represented more accurately is to use the media to represent the ideals that women are equal to men; in power and in nature, the average women should be awarded with the same level of respect as the average man would and the way in which they are represented should not be showing them as lesser to men but as equal. If the media portrays a more positive representation of women then the attitudes within society will soon adapt.