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A CRITIQUE OF THE WAY THE MEDIA PORTRAYS WOMEN AND GIRLS
By Steven H Propp
Susan J. Douglas is professor of communication studies at the University of Michigan; she has also written/co-written books such as Where the Girls Are: Growing Up Female with the Mass Media, Listening In: Radio And The American Imagination, ‘The Mommy Myth,’ etc. [NOTE: page numbers below refer to the 2010 354-page hardcover edition.]
She wrote in the Introduction to this 2010 book, “This book is about the rise and evolution of these media-created fantasies, from the early 1990s to the present: their origins, their manifestations, their contradictory mixed messages, and their consequences. While these fantasies have been driven in part by girls’ and women’s desires, and have often provided a great deal of vicarious pleasure, they have also been driven by marketing… and the use of that heady mix of flattery and denigration to sell us everything from skin cream to running shoes.” (Pg. 8-9)
She states, “The early 1990s was an era of fits and starts for the emerging common sense wed eventually know as enlightened sexism. Despite Amy Fisher, girls were not being sexualized the say they are today: feminism---explicit, out-there feminism---still sold TV shows, books, and even politics… there were not yet multiple reality TV shows in which women presented as bim_os got in catfights over men. Nonetheless, for a new ideological understanding to take hold, it often needs to identify a threat to which it is responding, and from which it offers protection and escape. This the media began to do… For enlightened sexism to convince most women, especially girls and young women, that feminism is unnecessary, irrelevant, or horrid, the media had to make clear what would happen if the advance of feminism were not halted. They had to make it clear that feminism… would turn girls and women into monsters or ridiculous, unlovable freaks. This kind of feminism---that just says no to femininity---had to be repudiated… The moral from the media… was that it was not accepted that some women could have power… as long as they did not threaten existing regimes and the marketing and performance of femininity.” (Pg. 74-75)
She observes, “The turn of the millennium, then, was a watershed era for enlightened sexism. All of these TV shows, films, and books offered a compelling fusion of female accomplishment, girliness, and antifeminism. Indeed, the specter of feminism past was raised to show that it was a musty, petrified ideology that didn’t represent women’s innermost desires, but rather made women shrill, silly, and intolerant, and it repelled men… And this wasn’t some sexist man… asserting this, it was women’s allegedly genuine inner voices saying so… Girl power may have emerged in the mid-1990s to enhance girls’ self-esteem and validate girl culture (and, yes, to sell records, makeup, and bras), but the ‘power’ part had no shriveled and the ‘girl’ part inflated as the new girliness took hold.” (Pg. 124-125)
She comments, “So while the success of Wanda Sykes, Queen Latifah, and Oprah Winfrey may let us pretend that we don’t need to take on the burdens of feminist political struggle … Big Momma and Madea are bracing reminders of how little power, in actuality, black women have… This is the chimera of power and the squelching of power…” (Pg. 153)
She notes, “reality TV enforces the outdated mantra that we females should not worry our pretty little heads about anything beyond the kitchen or the bedroom. And we should especially turn our backs on feminism because the ‘level playing fields’ on reality TV show it to be no longer necessary. More important, who needs it? When the producers deliberately put females in situations that require solidarity, what happens? Brawls, rivalries, conflicts, feuds, tiffs, contention. On reality TV, female alliances are impossible… So who can women really trust, really bond with, really get true support from, and ultimately throw in their lot with? Yep, only one other choice: men.” (Pg. 212-213)
She argues, ‘And what does this industry tell us? Luring us in with women we envy, admire, and may even want to emulate, women we like to think have some power, this industry and its celebrity rags lay down the law. The women who deserve to be at the top are young, beautiful, poreless, slim, wrinkle-free, toned, busty, typically white, wealthy, stylish, nice, heterosexual, and maternal. They are nothing without a man, and really nothing without children. Just like in 1957.” (Pg. 266)
She points out, “if full equality for women has been achieved, as the sibilant whispers of enlightened sexism like to pretend, then Hillary Clinton’s candidacy would not have sent the male pundits of America into such a tizzy… And it wasn’t just that she was a woman; after all, [Sarah] Palin was a woman, and she did not arouse nearly the heebie-jeebies from the guys that Clinton did… This is because in addition to being female, Hillary Clinton was known to be a f… fem… femin… feminist.” (Pg. 268)
She concludes, “So are women truly on top? No. And until policy makers wake up, male pundits get their boxers untwisted over remotely competent women… the news media shows us how unequal things still are for millions of girls and women… they won’t be. But most women don’t want to be on top. They just want to be side-by-side: with their sisters, their friends, their daughters, and yes, believe it or not, with their men.” (Pg. 296)
Like Douglas’s other books, this book will be of keen interest not just to feminists, but to anyone seeking critiques of the mass media’s portrayal of women.
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