The Media Analysis of Intersectional Feminism

The Media Analysis of Intersectional Feminism

Intersectional discrimination is a significant menace in society today. The media is at the forefront to encourage this instead of eliminating it. The advert above is based on a campaign (#LikeAGirl) carried by Always company to sensitize on the discrimination impact faced by women in association with the menstrual flow. Since women are easily swayed by fake news, the media has found reasons to coil most adverts to target women. In this essay, my discussion will be based on the argument that the Always ad plays a significant role in the lives of girls. It does so by focusing on their confidence, anxiety on body changes, empowerment, through changing to the adolescent happiness together with the propaganda that the media normalize, construct identities from their presentation.

The writings on the advert, “WHAT DOES IT MEAN TO DO THINGS #LIKEAGIRL” drive nothing but propaganda. Due to the negative stereotypes spread by the media, some feminists have discussed the media platform as a site where fake news is spread to target the female gender. In most cases, women have been swayed by beautiful adverts that lure them into buying the advertised products. Due to technological advancement, the industries in the production sector are manipulating the media to help in promoting their products by capturing the emotions of their customers. In turn, the adverts end up affecting women located in the marginalized business areas (Rice 433). Therefore, they hire women or girls from a better social class status to be their product sales representatives as a way of reducing market intersectional discrimination.

Consequently, we cannot be sure that of the originator of the advert #LikeAGirl. From the campaign advert, individuals can still generate various ideas based on discrimination of society members base on social status and rank. The target population of the advert can be judged to be women from well off families with higher social backgrounds.

In my opinion, sanitary towels serve all girls and women from different parts of the world. Therefore, the ad should have represented various individuals from diverse ethnic, social, age, cultural, and racial backgrounds. The first thing a person views the ad is a picture of a white young adolescent girl with golf in her hands. The advert could at least incorporate all the races to indicate that they cater for even those girls in the third world countries. Secondly, golf simplifies a higher social class, which not everyone can afford or belongs to. For the feminist to attain the equality between boy-child and girl-child, the identities should completely be done away with (Jhally 327). My argument is that the advert is not ethical since the campaign focuses on the use of sanitary towels by white teenage girls. According to Gill, in the advertising sector, most of the adverts concentrate on the lifestyle and culture of white folks that the entire majority of the world’s population (p. 393).

In modern society, the forms of consciousness and perception are more significantly influenced by the media. For the case of #LikeAGirl, the impression alone is enough to change a girl’s knowledge of the use of always-branded sanitary towels. The change may occur based on the targeted group of the advert (white girls), which is driven by the commercial environment. The moment girls spot the advert. They end up developing specific emotional changes that, in turn, affect their attitudes, thinking, and feelings about the product (Jhally 333). Naturally, women are profoundly affected by what is displayed to them by the media.

The ad gives much consideration to the girl’s self-assurance. The primary purpose of the campaign advert was to empower the teenage girls to accept the stage they are in and encourage them that despite all these, they can still do things comfortably without fear failure. I conquer it completely. But, in my opinion, the always production industry is employing the strategy to reach its intended market. The media easily manipulates them by capturing their emotions, packaging it well, and selling it back to them through product modification (Jhally 329). Therefore, advertising does not bring new attitudes and values in individuals but instead stresses the ideas that are well known by the target group. #LikeAGirl thus addresses the concerns that we all have: empowering girl-child. Feminists have always focused on empowering the girl child so that they can compete with men in various fields of development. Thus, we, as the audience, already display the concern that girl-child should be empowered for a healthy society. Therefore, the ad does not impact anything new in the minds of the audience; instead, it stresses what everyone thinks should be done.

Conclusion 

In conclusion, the media can be said to be the cause of all the intersectional problems that we experience in today’s society. It is number one in spreading the propaganda colonized by the manufacturing industries. From how they present everything, they normalize, construct, and construct identities from the publicity.

Works cited

Gill, Rosalind. “Postfeminist media culture: Elements of a sensibility.” European journal of cultural studies 10.2 (2007): 424-447.

Jhally, Sut. “Image-based culture: Advertising and popular culture.” Gender, race, and class in media (1995): 327-335.

Rice, Carla. Becoming women: The embodied self in image culture. University of Toronto Press, 2014.