Jacob’s response indicates that a significant percentage of the male population lacks education on gender disparities. Rather than consciously trying to diminish women’s positions in society, they are trapped in the cultural narrative that has been forming throughout the centuries. While most men, especially among Millennials and Generation Z, believe in equal rights and opportunities for both genders, they might fail to see how they contribute to discrimination. Therefore, ethical educational initiatives at all levels, from primary school to college, could prove helpful in raising awareness about specific gender inequality issues, such as women’s objectification.
Indeed, national cultures play a pivotal role in defining gender roles in societies. While in the US or EU, the gap between men’s and women’s standpoints has been rapidly decreasing, it remains significant in Arabic countries. However, globalization processes in the modern world have a notable influence on traditional societies. The external pressure from the international community forces governments to repeal discriminatory policies. For example, Saudi Arabia has recently allowed women to obtain driving licenses. The development of a stronger feminist movement, which has not gained enough momentum in Asia or Africa yet, could lead to even more significant changes in women’s positions in these regions.
While objectification of women in media remains a pressing issue, the situation has been slowly changing in recent years. Drake (2017) states that “stereotypical and offensive role portrayals can harm a brand’s profitability” (p. 593). Women have been steadily gaining political and economic power throughout the last decades. Nowadays, they represent a significant proportion of the customer base. Thus, many companies aim to integrate female empowerment messaging into their marketing campaigns. The increasing presence of “fempowerment” in advertising can contribute to the destruction of traditional patriarchal narratives in media.
Reference
Drake, V. E. (2017). The impact of female empowerment in advertising. Journal of Research in Marketing, 7(3), 593-599. Web.