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Fifty Shades of Pretty and Thin

2020; IGI Global; Linguagem: Inglês

10.4018/978-1-7998-6458-5.ch011

2372-109X

Andrea Carta, Elena Carraro, Simona Adelaide Martini, Giulia Perasso,

Gender, Feminism, and Media

Today, gender representation in media and advertising could be responsible for creating and maintaining female stereotypes that have a negative impact on women's psychological and social well-being. From a psychological point of view, women have to face several issues including the objectification of their body, which could have negative effects on their mental, emotional, and physical health; furthermore, the portrayal of the female body as a sexual object could be associated with aggressive inclinations and behaviours against women, but also with cyber-bullying victimization in terms of body-shaming and revenge porn. Finally, it is relevant to consider how the use of gender stereotypes in advertising and media could lead to a distorted perception of gender roles, mostly based on outdated socio-cultural expectations of how men and women should behave and present themselves, that could be passed on to the next generations.