本篇澳大利亚代写-媒体案例研究讲了媒体上的性内容及其兴起正在影响青少年看待、行为和描绘自己的方式。性媒体内容对青少年的世界观以及他们如何形成对性和性活动的信念有着深刻的影响。此外，“男性凝视”在提升此类广告的受欢迎程度方面效果很好。同时，男性作为家庭的主导者和决策者的父权社会文化，使得广告更具争议性，从而达到通过内容来推广产品的知名度。本篇澳大利亚代写文章由澳洲第一论文 Assignment First辅导网整理，供大家参考阅读。
Gruber and Grube (2000) found out that sexual content on media and its rise is affecting the way adolescents view, behave and portray themselves. Sexual media content has profound impact on the worldview of adolescents and how they form their belief about sex and sexual activity. In addition, the component of “male gaze” works well in escalating the popularity of such advertisements. Also, the patriarchal society culture where males head families and are decision makers, is used to make the advertisement more controversial, thereby achieving the popularity of the product that is promoted through the content.
Carilli and Campbell (2005) talk about using women as slaves, a lower gender in media that raises the buying quotient of men. Media using such gender inequality content in mass media is more irresponsible than the watchers who end up accepting the validity of the content. The cultural theory is used here instead of equality basis, in which the media content displays what is natural in society and is followed as a culture. This theory of using disruptive culture in media ad campaigns has been criticised by many in the realms of academics.
Straubhaar, LaRose and Davenport (2013) discuss the changing face of media. It has become a direct medium of conveying a strong message. The male gaze phenomenon that works wonders for advertisers uses sexually arousing content to market a product, which unfortunately sells well. And in contrast, many have used it for their advantage to highlight a cause or ethical motive. The reason for using the sexual content is because of the male gaze concept, which is also seen to be depicted in the advertisement. Webber and Bezanson (2008) discuss the need to address societal relations in the 21st century that are always changing and demanding upon which the media campaigns influence. One such societal relation is the patriarchy that is shown in many advertisements, such as in the EU advert, where the glass ceiling only applies to women and not men. This proves the patriarchal nature of current society.
Theoretical framework
Media is about an opportunity that is to be used to promote a product in a way that does not dilute the responsibility of the company. Instead, media of the new age is gaining boldness by being more sexually explicit in their content, especially when ‘male gaze’ concept is capitalised to garner more views and expecting it to end in more sales for the product being promoted. Hence using the cultural concept of natural attraction of male towards female and their habit of gazing on beautiful or sexually attractive women, worked well in promoting the burger that is supposed to be sold.
The way media uses the content freely indicates the ways of society operation, and the way society receives or objects to a specific content informs the way what kind of media is tolerable or intolerable. Males are thought of as gazing upon women of beauty, irrespective of their status, and using such motivators where males would end up gazing Kate Upton would be automatically advancing its own interest of promoting their burgers and so the sales. However unethical the content may be, targeting something which is deeply embedded in societal values will do the job as expected, and end up increasing its sales.
Thus, using society and its culture and analysing their responses to media ad campaigns informs the way society operates. The EU ads ready and immediate acceptance, the appreciation of the glass ceiling, leads to the thinking that this indeed is an issue worth fighting, since it is depicted in such a wonderful, intelligent and simplistic manner. The EU ad indicates that media is a unique opportunity, which when utilised for the right product promotion, can bring wonders for society.
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