w ‘Designment Nor OL nique nos 615997 bok . 24 May 2024 — “Table of Contents — \ Averbcment S emobs Aaaigs's Me ne Bien 4 sles eotypca) moscuiin | fermes = igns Levels eit eae . SB fase Deeg eeINTRODUCTION The trouble about alway's trying to preserve the health of the body is that it is so difficult to do without destroying the health of the mind. - C.K. Cheteron “On the Classics,” Come to think of it (1930) Mass media are alluring to many people and it would take a great deal of effort fo remain unaffected by their omnipresence. Often without question or scrutiny, people turn on the television, surf the net, and pick up the latest edition of their favorite magazine, Some people are thirsting for knowledge, while others seek an avenue to unwind ina relatively effortless manner. Regardless of individuals’ intentions, or choice of medium, they are entering a pervasive sphere of influence. In this nearly unavoidable domain, they constantly receive new messages about societal norms, whether or not they consciously attend to and acknowledge these directives. Frequent use of any mass medium can make it “transparent” to the user, and when the medium becomes “transparent,” it is more likely to accomplish its primary goal of persuading its audience to consume (Chandler, 2002). People can become so familiar with a particular medium that they are unconsciously influenced by its messages. Because of the mass media's pervasiveness, much of what we learn about society is conveyed through its channels of communication, including our@ Ln my esSoy vu be discuss" q ene ral overves of te feld of veual cut e. Law we cliscustme Gee touching on te Khree themes que a” bead otine 4 how Ot eld ACS GCaMn images cand har lev pele te dvevse meanings comoget'. 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For this reason, many scholarly analyses of gender in media have focused on representations of the bady (Grogan, 1999). In various i ways, these representations of physical ideals function as social control, Budgeon (1994) asserts that meanings of femininity and masculinity are constructed in media representations of men’s and women's appearance: “Media representations work to constitute gender differences rather than simply reflect or represent that difference” (Budgeon, p. 56). These representations affect how women and men view their own bodies —and those of the opposite gender. For example, Spitzack (1990) discusses the many pressures women face in society, and in turn, from the media. In Confessing Exorss she argues, "Women comprehend outward appearance as a primary factor in societal evaluations of feminine worth; women who conform to beauty ideals seem to be valued highly” 13