Hyper-sexualization in Current Media

Kaiga Jones, OCU

Agenda Setting Theory is sometimes used to explain how media can influence the public’s ideas about important issues and events. The theory can also help explain why sexuality and eroticism are so widely talked about and consumed in today’s media. Some cases also show how advertising uses women to attract other women to a particular product.

The Japanese cosmetics company Kose creates commercial advertising by using women who are famous models or actresses. Using these beautiful women attracts other women that want to look just like the famous people or to look up to them as role models. Kose also uses different age groups to get more customers from all ages. To a younger audience, they appeal to their customers by using a sexy or cute image. On the other hand, for older women, they appeal to them by using a more beautiful image. By featuring sexy dresses in their commercials, make-up companies, the content catches the eye of the men as well.

Often for small presents, male consumers will come and buy cosmetic items as gifts for their girlfriend or wife. Make-up has become very popular in Japan over this past year. This is because a blogger named Zawa-chin started a blog using make-up. She shows readers how to do make-up in the same way as famous actresses do, and she makes herself look just like them. Many female readers have been inspired by her since they also have a chance to look just like the famous actresses. Many advertisements, in turn, feature Zawa-chin to persuade consumers to buy their products, and so the use of make-up has been increasing.

The abuse of gender role in Japan is not as bad as what appears in American media, but it cannot be said that there is no abuse at all in these make-up commercials. There are commercials that have men staring at or looking back twice at the actress because these women are so beautiful. To some women, this action can be construed as a kind of harassment with the eye. Scholars have referred to this tendency as the “male gaze.” These commercials can be an inspiration to men. Some men can be inspired to look at the women badly because the commercial makes it seem as if there is no problem at all. Even though these commercials have a negative image, this is only an image to the minority. The majority of the people think of it as a positive image because they want to popular or attractive to the other gender.

The effect of make-up has also had an unexpected negative effect and has given many female consumers a loss in confidence. They don’t have the confidence to be seen to other without make-up, and they cannot stop wearing it because the inspiration the advertisements have given them. There are people that also do surgery to make themselves appear more beautiful. This also has an effect on men as well. There are men that wear make-up and also do surgery for the same reason as women. I believe that it is kind of sad because people are suffering from their original self. This gender role problem may be small, but the smallest problems can turn into a big problem as well.