discrimination

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April 10, 2026

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April 10, 2026

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"Over the past five decades, gender-role portrayals in advertisements have changed in accord with the changing roles of women in society. In 1953, only 23.4% of women were in the labor force. At that time, advertisements typically portrayed women as objects of sexual gratification, or as spouses, homemakers, and mothers whose characteristics were passivity and dependence (Courtney & Lockeretz, 1971 in Belknap & Leonard 11, 1991) Four decades later, women's participation had doubled, to 60.7%. (Basset, 1994; Hughes, 1995). Women not only were gaining ground in marketplace participation, but also were filling positions once held primarily by men. As women began to enter the workforce, the image of the ideal woman began to be transformed. Changing demographic, economic and social patterns, encouraged a resurgence of feminist groups who focused public attention on the portrayal of women in media (Sullivan & O'Connor, 1988). Women in advertisements became central characters (Belknap & Leonard, 1991); they were portrayed as working outside the home, in nontraditional, progressive occupations. In contemporary advertisements, increasingly women are presented in professional roles requiring decision making on items and topics other than household, hygiene or beauty products, and sometimes they are portrayed as autonomous and equal to their male counterparts. Coinciding with this reduction in the portrayal of women in traditional homemaker and mother roles, has been a 60% increase in advertisements in which women are portrayed in purely decorative roles (Sullivan & O'Connor, 1982)."

- Sexism

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"The present study extends existing research showing a link between images of women in advertisements and sexual attitudes. Advertising encourages the idea that sex is something casual, impersonal, and disconnected from real relationships. Women are often portrayed as passive objects to be consumed, and sex becomes a commodity, devoid of emotional connection or intimacy. We examined also the impact of seeing sex image and progressive advertisements on attitudes toward feminism and the women's movement. Ninety-two undergraduate academic and technology white middle-class students were assigned to one of two conditions: rating either sex image or progressive advertisements. All participants then completed four subscales of M. R. Burt's [(1980) "Cultural Myths and Supports for Rape," Journal of Personality and Social Psychology, Vol. 38, pp. 217-230] Sexual Attitudes Survey and R. E. Fassinger's [(1994) "Development and Testing of the Attitudes Toward Feminism and the Women's Movement (FWM) Scale," Psychology of Women Quarterly, Vol. 18, pp. 389-402] Feminism and Women's Movement Scale. Major findings include replication of previous data showing a relation between viewing sex image advertisements and reporting attitudes supportive of sexual aggression. Those seeing sex image advertisements also showed lower acceptance of feminism. It is suggested that continuous presentation of such advertisements undermines women's striving for equality."

- Sexism

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"A central tenet of modern has been the assertion that "all women are oppressed." This assertion implies that women share a common lot, that factors like class, race, religion, , etc. do not create a diversity of experience that determines the extent to which sexism will be an oppressive force in the lives of individual women. Sexism as a system of domination is institutionalized but it has never determined in an absolute way the fate of all women in this society. Being oppressed means the absence of choices. It is the primary point of contact between the oppressed and the oppressor. Many women in this society do have choices, (as inadequate as they are) therefore exploitation and discrimination are words that more accurately describe the lot of women collectively in the United States. Many women do not join organized resistance against sexism precisely because sexism has not meant an absolute lack of choices. They may know they are discriminated against on the basis of sex, but they do not equate this with oppression. Under capitalism, patriarchy is structured so that sexism restricts women's behavior in some realms even as freedom from limitations is allowed in other spheres. The absence of extreme restrictions leads many women to ignore the areas in which they are exploited or discriminated against; it may even lead them to imagine that no women are oppressed. There are oppressed women in the United States, and it is both appropriate and necessary that we speak against such oppression."

- Sexism

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