Essay 3

Society: Is the media the cause of society’s desirable image? (Part 3)

After researching and understanding consumerism and its effects on today’s society, it was possible to gather information about ways in which it also has an effect on the way people view body image. As author Helga Dittmar wrote, ‘Having the “right” things has become vital, not so much because of the material goods themselves but because of hoped for psychological benefits: popularity, identity, happiness.’ In the same way, we know that the media is a primary tool for reinforcing the ideas about desirable body image. This means that through advertising and strategic marketing techniques, companies are able to gather more consumers to a product when these “desirable image” are conveyed.

As a result of the investigation into body image and how it is used by the media, it became apparent that looking for a solution to tackle the problem was necessary. One way that body image is exploited is through the use of women’s gossip magazines, such as Heat and OK. After looking at many different examples of these magazines, it became clear that body image was a subject that is reinforced throughout. However, these magazines tend to have a subjective opinion on how women should look, compared to how everyday women viewed body image. Therefore, the idea was to create an alternative version of this form of communication, through the use of a magazine cover, a website page or an advertisement poster.

It became apparent during the research stage that some forms of advertising in today’s society can still aim to target a specific audience, even if that means there may be repercussions. As it is seen by author David Gauntlett, (Media, gender and identity, page 83) ‘some advertising is unapologetically sexist, and is presumably used because it is felt that the message 'works' for the target audience, even if it might surprise and offend some others.’ In the same way, magazines such as Heat aim to target women of different ages by using imagery and subjective opinions on their front covers. This way they are openly inviting their consumers to purchase their products even if that means others will be offended by the content that is included within.

To begin creating an alternative solution to the issue of body shaming in the media, it meant first looking at ways in which the companies were attracting consumers and what marketing techniques would work best for selling their product. By doing this it would provide a better understanding of how an alternative solution may target the same audience. For example, through the use of certain imagery, text, layout and colour schemes it would be possible to create a mock-up of the magazine in a similar manner. The difference being that the alternative would show healthier and more realistic representations of body image.

As the creation of the alternative version of Heat magazine meant analyzing the design of this magazine style, it also meant considering the type of materials that the design should be printed on as well as the sizing and whether the imagery would be similar or take a different approach all together. The first idea suggested by peers was to create a magazine style that reflected a more classy approach, so that it could be taken seriously in the subjects it would be displaying. This idea was then explored further by looking into the ways that men are portrayed in men’s magazines. By doing so, it would mean the approach in a different way could be understood.

Another issue that had been repeatedly mentioned was the ways in which men could also be perceived in this way by the same type of media. Although men are not as openly shamed in the same way as women the issue still exists in other areas of the media. One example of this was mentioned by author David Gauntlett who says: ‘One could say, though, that the relative levels of skinniness are irrelevant: almost all of the ‘beautiful women’ in both women’s and men’s magazines are thin, not fat, and this must have an impact. Men are ideally required to be thin and well-toned too, but can get away with imperfections as long as they can compensate with charm or humour.’ (Media, gender and identity, 2002 page 88). Therefore, by creating a magazine that also targets issue of body image among males, the designs would be approached by a wider audience.

One reason that magazines such as Heat and other gossip magazines promote their material in the way they do could be due to the fact that they can create a false representation of how women should look. This is so that they can also sell beauty products in the form of advertising throughout their content, which in a sense is seen as an end result. This theory had first been addressed by author Germaine Greer in her 1999 book The Whole Woman, who says ‘Every woman knows that, regardless of her other achievements she is a failure is she is not beautiful...The UK beauty industry takes £8.9 billion out of women's pockets. Magazines financed by the beauty industry teach little girls that they need make-up and train them to use it, so establishing their lifelong reliance on beauty products.’ This theory had also been speculated on by David Gauntlett who says, ‘But the make-up adverts referred to above, remind us of a concern uniquely applicable to advertising - that it is produced by capitalists who want to cultivate insecurities which they can then sell 'solutions' to.’ (Media, Gender and Identity, 2002).

By creating a magazine cover that instead shows people that reliance on beauty products is not necessary, it is possible the design may be able to change the opinions of the target audience. Furthermore, the design can also begin to look for ways to attract new audiences, like men for example. By doing this, the cover design will not only break the negative views of mainstream media, but it will instead convey a more positive message.

Bibliography

Author	David Gauntlett
Year published:	2002
Book title:	Media, gender, and identity
City:	London
Publisher:	Routledge

Author	Germaine Greer
Year published:	1999
Book title:	The whole woman
City:	New York
Publisher:	Anchor Books

Author	Helga Dittmar
Year published:	2011
Book title:	Consumer culture, identity and well-being
City:	Hove [etc.]
Publisher:	Psychology press

Essay 2

Society: Is the media the cause of society’s desirable image? (Part 2)

After identifying some aspects of consumerism and what the effects are on todays society, I started to look at more examples of how consumerism is reinforced through the use of media and advertisements. When reading about the studies into the effects of consumerism and how it is communicated, we can see that mainstream media is primarily demonstrating this never-ending cycle to society in a way that is unavoidable. After researching several sources that looked at the issues caused by consumerism, including body image, I went on to research the type of imagery that is reinforcing an ‘ideal image’ in todays society.

I also looked at several different campaign advertisements that try to counter the type of material that is promoted by establishments in order to gain consumers. By doing this, a comparison could be made between what is considered ‘bad’ consumerism and what is ‘good’ consumerism. One example of this would be the ‘Dove Real Beauty Campaign’, which deliberately uses body image as a way of promoting the brand. However, the thing that makes this campaign different from others is that it has used an image of several, everyday women of different builds. In this way, the advert is able to show how the typical ‘desirable body image’ we are used to seeing in mainstream media is false and misleading, hence the title ‘Real Beauty’.

When comparing an image such as this to other campaign advertisements such as Victoria’s Secret, we can immediately see that there is a clear difference in the approach companies take in order to promote their products. An advert such as Victoria’s Secret will take an approach which promotes women with thin bodies and model facial features, whereas the Dove Real Beauty Campaign uses real women of average body sizes. With these different approaches to advertising, consumers will also vary. For example, someone buying Victoria’s Secret products is likely to be drawn into the purchase due to the ‘desirable body image’ displayed in their advertisements. In the same way, women who may have confidence issues because of this expectation will be likely to purchase products from Dove because they see the target audience for the campaign is women of all shapes and sizes. Therefore reassuring women that they do not need to look how society expects them to be.

As we know that Dove’s campaign actually works in a way that gives women confidence in their appearance, we know that other companies could take the same approach also. This in turn, could in fact help to bring about change in mainstream media. For example, if Victoria’s Secret were to promote their products using different sized models, it may encourage more women of different sizes to feel more comfortable buying from the brand. This therefore, could also create more of an acceptance of body image, meaning women wouldn’t have to change their appearance to be considered desirable. Instead the change in the products sold by the brand could help the consumer to feel more secure in the body they already have.

One example of a bad advertisement campaign, would be Protein World’s ‘Are you beach body ready?’ campaign. This advertisement was highly criticized in the approach the company had taken in order to sell their products. As the image shows a model of slender build next to the caption ‘are you beach body ready? It is clear that the intention of the company was to promote slim bodies on women, and by purchasing their products people could achieve this physique. However, many women spoke out about the campaign and even created alternative versions of the advertisement, similar to the Dove campaign, that featured different sized women. Therefore, we know that this approach to advertising may be become outdated as there are some changes in society’s attitude towards how women are perceived in the media. Furthermore, taking this approach to promoting a brand has proven unsuccessful and could mean less consumers for the company.

Although many advertisements choose to take the opposite approach to Protein World, and use models of heavier builds, there is also the argument that they are promoting a different kind of unhealthiness. Some people may say that using plus-size models for advertising body image is also a problem. This is because it may give people the impression that being overweight is healthy. This could potentially become an issue for younger people in particular, because during the early stages of our lives we start to shape the person we want to become. However, if that desired image is to be unhealthy as promoted in advertising, then it could have a serious effect on people in years to come.

The last image I looked at was a piece by Barbara Kruger called, ‘I shop therefore I am’. This image became well known around the world for its signature colour scheme and core ideas. As this particular design was created in 1987, we know that the piece still reflects society’s views on consumerism. Ironically, during the time of the design, it was printed onto shopping bags as a way of expressing how society feels it has to pursue a means to an end by purchasing material objects. Furthermore, this design could be re-used or updated in a way that shows the difference between consumerism in 1987 and consumerism today, as there are many different approaches for consumerism to attract its audience, including the rise of online shopping.

Overall, consumerism over time in society has shown a significant increase in ways to communicate to an audience, ways to keep customers coming back for more and ways to help people pursue a means to an end. However through the research in to the topic, it has been shown that the means to an end people desire when consuming cannot always be met. For example, the body images shown to be socially desirable in the media are more often than not false representations of real life. Furthermore, the problem created by this would be backlash from everyday people in society who believe we should be ourselves, rather than trying to become the desirable image reinforced by the media. In conclusion to this, I believe that consumerism will continue to find new ways of attracting consumers and will grow over time as it has done for many years.

Bibliography

·       Icons: Barbara Kruger, ‘I shop therefore I am’ by Juliana Engburg https://www.accaonline.org.au/event/icons-barbara-kruger-i-shop-therefore-i-am (ACCA, 1/9/2014}

·       Evolution of the dove “Real Beauty” campaign (7/11/2016) http://emilyprogramfoundation.org/media-monday/evolution-of-the-dove-real-beauty-campaign/

·       Protein world's 'beach body ready' ads do not objectify women, says watchdog. (Mark Sweney, 11/11/2016, The Guardian)  https://www.theguardian.com/media/2015/jul/01/protein-world-beach-body-ready-ads-asa

·       Model behind 'sexist' tube posters hits back – as Katie Hopkins wades into row (Laura Connor, 29/4/2015) http://www.mirror.co.uk/news/uk-news/are-you-beach-body-ready-5591088

·       Plus-sized models 'are FUELLING obesity' claims experts (Lizzie Parry, 10/12/2015, Daily Mail) http://www.dailymail.co.uk/health/article-3353528/Plus-sized-models-FUELLING-obesity-Ads-featuring-larger-models-promote-idea-overweight-warn-experts.html

Essay 1

Society: Is the media the cause of society’s desirable image?

Throughout popular culture and the media, we can see that there are certain expectations for how people should look in today’s society. This idea is reinforced and exploited through consumerism in a way that has now become unavoidable. By targeting certain audiences, companies are able to sell their products because they know that people are willing to pay high enough prices for the things they believe will give them recognition, satisfaction or status in society.

Consumerism drastically focuses on people in their early teens to late 20s as some would say these age groups are the biggest selling point. I think this may be because during the early stages of people’s lives, identity and “finding yourself” is a vital part of growing into the person we aspire to be. In this way businesses such as make-up companies give opportunities to their consumers to become the “better” looking and more “attractive” version of themselves.

The idea that people “need” materialistic things in life starts when they see how others choose to live their lives. For example, some celebrities gain popularity through their reflected image and are seen to many as a figure to aspire to be. More often than not the celebrities that reflect their wealth, lifestyle and wellbeing in a way that inspires others, tend to be physically more desirable. Through the use of social media these celebrities are able to convey their adapting image daily to millions of people, therefore reinforcing the idea of social desirability.

Companies can use celebrities that have high desirable status to sell their brand, through the use of advertisement, and by doing so they are increasing the popularity of the socially desirable celebrities once the products or services are sold to the consumers. This technique can be seen throughout popular culture and marketing, which shows that companies are able to target the largest audience of people and then promote their products.

Through the extensive research about consumerism and its effects, it became apparent that the younger age groups that companies target are also the most affected. Therefore, the creation of socially desirable images of what has become expected for young people becomes overwhelming, particularly when it comes to body image.

One example of desired body image becoming a problem in the media, would be evidenced in a quote taken from Suzy Bashford’s 2016 article, This Boy Can: Brands , gender and the new masculinity. This article explained that a 13 year old boy of average build believed that he was ‘too fat’ and that he was experiencing the damaging effects of these thoughts, including incapability and the feeling of being unaccomplished. As this article was written in 2016, it evidences that today’s society continues to have an effect on people, as it has done for many years. It also reinforces the message that so called ‘social desirability’ is having the biggest impact on people of a young age.

There is also the idea that consumerism has become a leisure activity for some. For example, Helga Digmar’s article points out that shopping centres and popular fashion stores have become a place of socialisation and shopping is now considered more of a daytime activity among people of all ages. Around the holiday seasons in the year, consumerism increases significantly due to the high demand for products that the public want to buy for themselves and others.

In this way, companies will invest millions of dollars into their advertising campaigns and product placement throughout popular culture during the holidays. For example, John Lewis is now considered one of the biggest contenders for the best Christmas advertisement during December in the UK. This is because high value production and strategic audience targeting has allowed this company to keep customers interested in the products they sell. Because of the advertising campaign becoming so successful, John Lewis has now found many other contenders around Christmas that also spend millions on their advertising campaigns, in a race to become the best.

What I ultimately wanted to know was why people behave in this way in society and why they have done for many years. One possible way to explain the reasons behind this could be as Gordon Foxall suggests, ‘What are called the causes of human behavior turn out to be the grounds or reasons for which a person initiates an action. Human beings, unlike purely physical process, are telic; that is they pursue ends and purposes, and can and do conceive of the notion of adapting a means to an end.’ Therefore, the reason people believe in striving towards a more ‘desirable’ lifestyle is because it’s in their nature to pursue the means to an end. However, as this quote from the 1990 article Consumer Psychology in Behavioural Prospective, we have to take into consideration that during the time it was written there would have been a drastic difference in the way that consumerism targeted its audience. For example, there would still be similar ‘desirable lifestyles’ being reinforced in popular culture, but during 1990 there would not have been the same platforms used today to communicate these ideas. One major part in society’s consumerism today would be the introduction of the internet and social media. As a result of social media, we are able to view far more information from around the world which can furthermore, worsen the ideas of social ‘desirability’.

In this way, consumerism is only getting worse as new trends and popular demands are reinforced daily through social media. This furthermore speeds up the process for wanting a ‘means to an end’ and encourages more people to buy the things they want, but may not necessarily need. Another factor that has since been introduced would be the rise in online shopping, as businesses are able to market their products and have them shipped to the consumer within the click of a button. This means that some businesses that require customers to visit their stores could potentially be put out of business, due to the cheaper prices and easier access online.

Bibliography

·       Consumer psychology in behavioural perspective (Gordan foxall, 1990)

·       Consumer culture, Identity and Well being: The search for the good life and the body perfect. (Helga Dittmar, 2007)

·       This Boy Can: Brands, gender and the new masculinity (Suzy Bashford, 2016)

·       Brands: A marketing game (Randall G. Chapman, 1992)

·       Cracking the Code of Consumer Psychology www.forbes.com (Dorie Clark, 2013)

ISSUU Presentation