There is little doubt that Britain is a patriarchal, sexualised society.Woman’s bodies are still displayed in magazines and on billboards to satisfy male interest. It has also been argued that patriarchal media presentations of woman in the UK lack balance because they emphasise women’s domestic, sexual, consumer and marital activities to the exclusion of much else (Tunstall 2000).
However, things may change after the introduction of new rules from the Advertising Standards Authority that now ban the depiction of ‘harmful gender stereotypes’ in public advertisements. We will see. A more pressing question perhaps is, will we become more accepting of the exposure of female bodies in public spaces for childcare purposes rather than sexual gratification?
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