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The present study extends existing research showing a link between ima — 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 womens 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. Burts [(1980) "Cultural Myths and Supports for Rape," Journal of Personality and Social Psychology, Vol. 38, pp. 217-230] Sexual Attitudes Survey and R. E. Fassingers [(1994) "Development and Testing of the Attitudes Toward Feminism and the Womens Movement (FWM) Scale," Psychology of Women Quarterly, Vol. 18, pp. 389-402] Feminism and Womens 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 womens striving for equality."
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Sexism
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Sexism is prejudice or discrimination based on one's sex or gender. Sexism primarily affects women and girls. It has been linked to gender roles and stereotypes, and may include the belief that one sex or gender is intrinsically superior to another. Extreme sexism may foster sexual harassment, rape, and other forms of sexual violence. Discrimination in this context is defined as discrimination tow

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"[Consider] what some women do when people gather with a shaykh to hear [the recitation of] books. At that point women come, too, to hear the readings; the men sit in one place, the women facing them. It even happens at such times that some of the women are carried away by the situation; one will stand up, and sit down, and shout in a loud voice. [Moreover,] her awra will appear; in her house, their exposure would be forbidden — how can it be allowed in a mosque, in the presence of men?"
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"The notion that ads convey meaning about gender without viewers’ awareness is not new. In his influential Gender Advertisements, Erving Goffman (1979) argued that advertisements symbolically reflect social-cultural constructions of gender through displays of posture, positioning, facial expressions, and social roles: Sitting at a man’s feet (ritualized subordination), gazing off absently (licensed withdrawal), or gently caressing an object (feminine touch) all demonstrate women’s inferior status. According to Goffman, however, we fail to recognize the sexism in these images precisely because they reflect our unexamined assumptions about gender. Nonetheless, these gender displays allegedly perpetuate sexist stereotypes. Despite the complete lack of empirical evidence showing that these images promote sexist beliefs or attitudes, Goffman’s analysis is widely accepted by scholars, who regularly employ his taxonomy of gender displays to establish the prevalence of sexism in the media (e.g., Belknap & Leonard, 1991; Kang, 1997; Krassas, Blauwkamp, & Wesselink, 2003; Lindner, 2004; Millard & Grant, 2006; Plous & Neptune, 1997)."
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