Degradation of Women in Today's Media The media has degraded women by portraying them in negative ways. The media has allowed women to be seen as weak, vulnerable, helpless, sexual, etc. beings. In our society today, perspectives are based on messages seen in the mass media. In the past, the media was used to support and promote consumerism. Furthermore, in our society today people allow media messages to influence their judgment and perspectives. Mass media primarily harms and impacts women because it creates negative perceptions of women that can be seen on a daily basis. This article will show how the media has degraded the representation of women and the effects it has on society. Mass media is a method of communication used to influence an audience in many different ways. Many people believe that they are not influenced by the media, but the media is almost everywhere. The reason some people believe this is because “the influence of advertising is rapid, cumulative, and, for the most part, subconscious” (Killing Us Softly, NP). The way women are portrayed in advertisements greatly affects women and is almost impossible to ignore. According to Rosalind Gill, “we live in an era of 360-degree branding” (75). There are various types of media from television to newspaper. Advertising is used in every type of media. Advertising is found on television, radio, newspapers, the internet, cars, magazines, buildings, etc... Gill also said that she "was concerned with the 'currency' of advertisements, the way they enable the meaning of a thing." be expressed in terms of another", because it suggested a direct correlation between someone's value as a person and that of owning a specific product... middle of paper... Overall, I believe the media has degraded women by creating false images of what women should be like. If this continues, women will no longer have an identity, which over time could lead to dehumanization cited Wolf, Naomi against women. New York: Harper Collins, 2002. Print. Killing Us Softly. Dir. Jean Kilbourne popular. Bowling Green, Ohio: Bowling Green State U Popular. “(Not/Being)Coming Out fat politics. Social Semiotics 15.2 (2005): 154-155. Premier of academic research. Network. February 10 2011.