Summary of Susan Bordos Arguments - Essay Example

Globalisation Introduction Body image signifies personal assessment of size, weight and physical appearance among others of an individual. It is a concept, which is determined through set of individual and socio-cultural aspects. These socio-cultural aspects of body image are transmitted by mass media. Specially mentioning, media not only supports cultural aspects, but also assists in spreading such cultural aspects in order to construct body image (Sepúlveda & Calado, 2010). Based on this aspect, the essay discusses about the role of media in construction of individual body image. It also creates an argument regarding viewpoint of various authors on the aspect of media influence in body image. Furthermore, the essay also provides analysis of one women’s magazine and one beauty advertisement in order to substantiate the arguments. Summary of Susan Bordo’s Arguments According to the modern feminist philosopher Susan Bordo, ‘size zero’ is regarded as a status symbol, prevailing in the generation where kids are growing. In this globalisation driven era, individuals share inspirational photos along with diet tips in order to construct and maintain body image. Bordo argues in this similar context that constructed images regarding body perfection through media (such as in advertisements and magazines) are representing false ideas to the audiences. Bordo stated that due to influence of mass media as well as globalisation, females are fantasying and transcending their natural existence towards egotistical efforts of reinvention. Bordo also argued that there lays the requirement of assimilating the concept of body image so that individuals are able to visualise themselves through illusions and mystifications of dominated culture, particularly the western culture (Bordo, 2003). Summary of Graeme Burtons Argument Graeme Burton, an author, has provided various significant insights of media and its influence on the society. According to Burton (2010), the influence of media is constantly growing in today’s globalised era. It can effectively shape and reconstruct public hope along with fantasies. Furthermore, the feminine identity of this present generation is typically constructed based on the influence of various media. Media provides images and figures that viewers imitate and identify. Such images often play a decisive role in educating individuals through utilising and following various role models. This is particularly true when referring to the representation of female body through effective means of media. Burton noted that media can artificially generate requirements and standards regarding body image that are often represented as natural and usual (Burton, 2010). Analysis of Red Magazine The consistency of women’s magazines lay in providing information regarding beauty treatment to the readers. This consistency eventually builds a stronger association with the readers. Women’s magazines also stand for ideological variety regarding place of women in society and help to construct an image in the mind of the readers. In order to analyse the role of magazines on creation of body image, ‘The Red Magazine’ has been selected. While analysing the magazine, it can be apparently observed that it is framed with several narrative advices including fashion, health, beauty and food among others. The set of body images and representations in Red Magazine generally constructs a fantasy world for the readers. Women are signified as being concerned with the aspects like attractiveness, desirability and appeal among others. By reading such magazines, women readers can feel pleasure of entering a special place, which is incorporated with female identity. Such identity provides a distinctive satisfaction to the readers. The magazines provide tips and ideas for improving self-image. The representation of body images allows the readers to enjoy moment of fantasy and plenty of light-hearted pleasures. However, such pleasures are constructed through purchasing various commodities such as skin care products, hair products and apparels among others (Hearst Magazines, n.d.). Analysis of Beauty Advertisement The role of media in constructing body image can also be demonstrated by taking into concern the facet of beauty advertisement. It is a fact that images are constructed through advertisements. These advertisements can be apparently recognised in magazines, billboards, televisions and internet. Such advertisements influence individuals to construct an identity. Following is the advertisement of Diane Keaton, which is intended to enhance the construct of a unique image among viewers. Source: (Daisy Development, 2014) The above advertisement clearly depicts that females often urge to pursue beautiful, young and attractive looks. It can be affirmed from a broader understanding that the image, which is represented in the above advertisement, is inevitably controlled by social norms and commoditisation of beauty industry that exhibits feminine identity. It would be vital to mention that the components of the above advertisement encourage females to stay prettier, express natural feminineness and enjoy the pleasure of staying younger (Daisy Development, 2014). Discussion The western media has imposed considerable effects on the identity formation of people in diverse regions throughout the globe. According to the research of Sepúlveda & Calado, (2010), in western society, women objectification is typically based on the ideals of youth and thinness. These ideas have certainly generated false idea about female’s identity in terms of body image. Furthermore, gaining momentum of globalisation has spread cultural values regarding female’s identity to other parts of the world. Such cultural values have generated unique identity of becoming slim and thin as a key for gaining enhancing social image and self-esteem (Sepúlveda & Calado, 2010). In order to substantiate the above discussion, the essay of Anne Becker and other source have been analysed in the following. Analysis of Anne Beckers Essay Anne Becker stated that western media construct certain social contexts that tend to build dissatisfaction amid the females concerning their respective body image. Due to western media influence, an increased focus on diets among females for maintaining desirable body image has been made. Accordingly, the research of Anne Becker represents that media impose certain negative impacts on young girls. The research of Becker on Fijian girls demonstrated that females use western media imagery effect in creative as well as destructive ways. In this regard, Becker argued that social identity amid females is constructed through media. Furthermore, following the images demonstrated by western media, the research outcome revealed that teenage Fijian girls exhibit significant increase in disorder eating behaviour (Becker, 2004). Analysis of Other Research Source The research of Soh et. al. (2006) also demonstrated that the adoption of western values has resulted in increased prevalence of eating disorder in various parts of the world particularly the non-western world. The disturbance in body image is regarded as one of the key reasons for such eating disorder, which is demonstrated in various non-western societies. Due to increased level of globalisation, the values of maintaining a slim body image have also raised at large in other cultures and social standards. Furthermore, images demonstrated by various media have generated certain level of body dissatisfaction. As a result, most females attempt to lose weight by restraining eating activities (Soh et. al., 2006). The study conducted by Soh et. al. (2006) also demonstrated that North European, Australian and Hong Kong females are highly acculturated towards western values and therefore possesses high risk of eating pathology. Conclusion The present society is surrounded by influential imagery, which is represented by popular media. In this modern day context, it is no longer possible for individuals, particularly females to construct body image in small communities. Women’s are observed to use images derived from popular media in order to create attractive body image. Besides, due to augmenting level of globalisation, the western thin body image has been facilitated extensively in mass media industry, influencing females to behave in a particular way. The exposure of media is most probably liable for females to pursue unrealistic body ideals, endorsing in appearance development and influencing the status. Thus, it is vital to take possible measures for developing such a society, which is free from unhealthy body image as well as eating disorder. Rather than focusing on slim body image, the media must concentrate on balancing good health, positive body image and capability to function properly in the society. References Becker, A. E. (2004). Television, disordered eating, and young women in Fiji: negotiating body image and identity during rapid social change. Culture, Medicine and Psychiatry, 28, 533–559. Bordo, S. (2003). Unbearable weight: feminism, western culture, and the body. United States: University of California Press. Daisy Development. (2014). Celebrity-endorsements. Retrieved from http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/diane-keaton/images/diane-keaton-loreal-age-perfect-0911.jpg Hearst Magazines. (n.d.). The best things in life today. Retrieved from http://www.redonline.co.uk/ Sepúlveda, A. R., & Calado, M. (2010). Westernization: the role of mass media on body image and eating disorders. Retrieved from http://cdn.intechopen.com/pdfs/29049/InTech-Westernization_the_role_of_mass_media_on_body_image_and_eating_disorders.pdf Soh, N. L., Touyz, S. W., & Surgenor, L. J. (2006). Eating and body image disturbances across cultures: a review. European Eating Disorders Review, 14, 54-65. Read More