Sexism and the Commodification of Women in Media: A Critical Analysis




This study aims to investigate the pervasive issue of sexism within media and its role in the commodification of women. Through a critical lens, we seek to unravel the underlying mechanisms that perpetuate harmful stereotypes and objectification of women in media products, ultimately shedding light on the implications for societal perceptions and gender equality.

Utilizing a comprehensive research approach, we systematically analyzed various media content, including advertisements, films, and television shows. Content analysis was employed to identify patterns, representations, and messaging surrounding women in media products.

The study reveals a disturbing prevalence of sexism and the commodification of women in various forms of media. We found that women are frequently objectified, reduced to superficial attributes, and often portrayed in subordinate roles. These depictions not only reinforce harmful stereotypes but also contribute to the perpetuation of gender inequality and discrimination. The study underscores the urgent need for media producers, consumers, and policymakers to recognize the detrimental impact of such portrayals and work collaboratively to promote more diverse, empowering, and equitable representations of women in media. Doing so can contribute to a more inclusive and just society.


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Biografía del autor/a

Aybike Serttas, İstinye University

Assoc. Prof. Dr. Aybike Serttaş received her bachelor’s degree after studying in Black Sea Technical University, in Faculty of Economics and Administrative Sciences and department of International Affairs, her graduate degree in Marmara University, Institute of Social Sciences, department of Radio Television and Cinema, doctorate degree in the same field in Marmara University with coming top of the class. She has been giving full-time undergraduate and postgraduate courses at various universities since 2004. In her Ph.D. thesis titled "Television as a Reflection of Alienation and Commodification of Man", it was suggested that the human being, which was named by the researcher as "product-human", had become a consumer material in television programs. The study, which included the evaluation of television programs in terms of alienation and commodification, was conducted through literature review and visual media analysis. Her main research interest is media products (TV shows, TV advertisements, the news, and TV series) in Turkey. In the context of media theories, the examination of mass media, the analysis of mass media products and audience reception are the focus of her works. In addition to these, she is also working on media criticism in the context of women and sexism along with children's representation in the media. Dr. Serttaş has five field-spesific books, many articles in international and national peer-reviewed journals and book chapters. She has also developed administrative experiences by serving as vice dean at Faculty of Communication and head of the Radio, Television and Cinema department it the universities she worked. Continuing to be the editor of the Journal of Library and Information Sciences journal published in the USA, Dr. Serttaş has worked as coordinator for academic events such as Communication Days, Media and Art Awards Ceremony, Advertisement Days and Advertisement Exhibition. Serttaş, who has TV programming, text writing, program and scenario consultancy in various broadcasting companies, also has short films and video arts.




Cómo citar

Serttas, A., Ege, Övünç, Çanakpınar, B., & Bedir, A. İclal. (2023). Sexism and the Commodification of Women in Media: A Critical Analysis. Communication Papers. Media Literacy and Gender Studies., 12(25), 79–93.