Women and The Myth of Consumerism

Added on - 22 Nov 2020

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Sociology ResearchEssay
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Theme 1: Femininity in modern society.................................................................................1Theme 2: Feminist theory.......................................................................................................1Theme 3: Women and the myth of consumerism...................................................................2Theme 4: Impact of femininity consumerism upon society...................................................4CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................7
INTRODUCTIONFemininity is always asking for perfection and turns to consumerism. They are a set ofattributes and behaviours that are used in terms of promotion. Present report is also based uponimportance of femininity in this modern society and the way media or culture used them as aconsumerism. Study critically evaluates that the term femininity is used in a positive sense butthere are some people who use them as a propaganda which is wrong.MAIN BODYTheme 1: Femininity in modern societyAs perMatsuda (2017)in modern society, femininity refers to the set of attributes orbehaviours which are directly related with girls or women. The term is partially sociallyconstructed which is made up of factors i.e. socially defined and biologically created factors. Inthe modern society, females are always asking to be perfect, it does not simply dressing the partor to speak. Earlier in societies, more than 79% of the people think that traditional femininityplays their role only as a mother or housewife. Even they are not allowed to go outside in orderto earn money because it is the duty of men to go and earn for their family. But now, the entirestudy has been changed. Now, females have be dressed up properly because they are used as amyth of consumerism by media.Theme 2: Feminist theoryAs per the viewsofMatsuda,(2017)it is a theory whose main aim is to understand thenature if gender inequality also helps in examining women as well as men's social roles, duties,interest and experiences. It mainly helps to analyse gender inequalities and females are basicallyexploited on the basis of discrimination, objectification and oppression. By examiningdifferential power relationships with a society as well as family, feminist theory also argues thatexplanation of motivation and incidence of any sexual harassment is found in complex interplayin between social cultures and differential gender socialisation of males and females. Author alsoargued that from the last decade, in the field of consumer culture, it takes a form of post- feministmasquerade where fashion and beauty system displaces all traditional modes of paternalauthority. Therefore, a new sexual contract is also embedded in the field of education as well asemployment. Now, too young women i.e. top girls are now considered as an ideal subject offemale success and these are wage earning source.1
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