|
The movie, ‘’Killing Us Softly 3’ made by Dr. Jean Kilbourne,
renowned lecturer, filmmaker and author, is actually a part of a
trilogy entirely composed by Kilbourne.
While the entire trilogy is based upon the gradually changing role
of the female within the advertising industry, the third part takes an
especially focused approach to the contemporaneous hype in the sexed-up
portrayal of the female within media.
Via the 3rd movie, Kilbourne makes a beeline for espousing the
multi-leveled consequences of the dramatic increase in the media
portrayal of women as little more than objects of lust and sexual
desire.
The prevalence of this, indicates the movie, is something that
results in the establishment of a socio-cultural climate within which
there is far-spread and increasing violence against women.
Released in 2000, ‘Killing Us Softly 3’ accentuates the social
negativity that is gradually being born of the continuation, in media
trends, towards a platform where the female figure presents nothing
more than an object that serves as marketing tool.
This is where the title of the film comes to make sense. It’s quite
apparent that the prime underlying connotation of the movie is the
establishment of the notion that the continued focus of women in
advertising as sex objects is something that is turning out to be
particularly detrimental to the foundation of societal norms and
parameters.
This, moreover, is something that is emphasized upon even more
strongly when considering it in light of the fact that when it comes to
being regarded as individuals, the image of women is indeed suffering
as a result of the continuous rise in the illustration of female image
as being synonymous with passivity and sex.
And it would, moreover, also be relevant to here consider that
research has shown that the self-esteem of girls plummets when they
reach adolescence.
The relevance of this lays within the fact that girls tend to become
overly paranoid and touchy about the way that they look, this,
something that is due to their subconscious awareness of society’s
stance in concern to their gender. This is something that is
immediately relational to the continuous increase in the media
portrayal of females as sex objects.
Thus speaking and taking into consideration all that has been said
and discussed, it is quite apparent, that the consequences of gender
socialization, especially when propagated by as strong a medium as the
media [the advertising industry] tends to have deep reaching and long
lasting consequences.
Consider, for instance, the fact that the greatest contempt is for
women who are overweight. This is something that well enforces upon the
disadvantageousness of being routinely scrutinized, criticized and
judged.
It would, moreover, be conclusively apt to acknowledge that in
addition to the fact that pornography, which promotes sex as well as
violence, has become mainstream; the single greatest cause of injury to
women in America is domestic hostility leading to violence and physical
assault.
It is quite apparent, speaking in light of all that has been
considered and speculated upon, that the movie is primarily based upon
how the female, as a result of societal transitions, has come to
represent something of a proverbial marketing tool or solution.
Reference:
Kilbourne Jean (2000); Killing Us Softly 3
|
(0 vote)