In the Blog

Research shows young women hate stereotypes. In other news, the sky is blue.

November 5th, 2007     by Stacey May Fowles     Comments

This one care of DB Scott and the Canadian Magazines Blog. Recent research from Ekos, commissioned by Media Action, suggests that young women hate the sterotypes and double standards they face in the media:

Focus group participants in Montreal, Ottawa, Toronto and Vancouver between the ages of 14 and 24 expressed almost universal frustration with pervasive images of “flawless” female bodies, and the disproportionate media attention paid to women as sex objects and “those who mess up”.

(Um, is anyone else saying “Duh” at this point?)

EKOS director, Shari Graydon had this to say about the (less than surprising) findings, “This research reminds us that despite the enormous gains women have made in recent decades, many media practices continue to reinforce limiting and destructive stereotypes. Media Action’s investment in improving the picture and giving women a voice on these issues remains timely and relevant.”

While I’m happy this study was done and hope that it may have some influence in how women are portrayed in the media, is this really all that surprising? Or is the point of the release that we’re aware and its pissing us off so maybe it’s a bad idea from a business perspective?

DB Scott notes that the report emphasizes that teens today “indicated they often actively boycott companies and brands when they’re associated with negative stereotypes of women.” He also wisely adds that adult women said the same thing over ten years ago. Okay, so does everyone get the message now that we’re sick of being treated like sex objects and idiots?

In case you’re interested in reading a bunch of stuff you already knew, you can download the report here.

Tags: media savvy

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