The movie, ‘’Killing Us Softly 3’
made by Dr. Jean Kilbourne, renowned lecturer,
filmmaker and author, is actually a part of a
trilogy entirely composed by Kilbourne.
While the entire trilogy is based upon the gradually
changing role of the female within the advertising
industry, the third part takes an especially focused
approach to the contemporaneous hype in the sexed-up
portrayal of the female within media.
Via the 3rd movie, Kilbourne makes a beeline
for espousing the multi-leveled consequences of
the dramatic increase in the media portrayal of
women as little more than objects of lust and
sexual desire.
The prevalence of this, indicates the movie,
is something that results in the establishment
of a socio-cultural climate within which there
is far-spread and increasing violence against
women.
Released in 2000, ‘Killing Us Softly 3’
accentuates the social negativity that is gradually
being born of the continuation, in media trends,
towards a platform where the female figure presents
nothing more than an object that serves as marketing
tool.
This is where the title of the film comes to
make sense. It’s quite apparent that the
prime underlying connotation of the movie is the
establishment of the notion that the continued
focus of women in advertising as sex objects is
something that is turning out to be particularly
detrimental to the foundation of societal norms
and parameters.
This, moreover, is something that is emphasized
upon even more strongly when considering it in
light of the fact that when it comes to being
regarded as individuals, the image of women is
indeed suffering as a result of the continuous
rise in the illustration of female image as being
synonymous with passivity and sex.
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And it would, moreover, also be relevant to
here consider that research has shown that the
self-esteem of girls plummets when they reach
adolescence.
The relevance of this lays within the fact that
girls tend to become overly paranoid and touchy
about the way that they look, this, something
that is due to their subconscious awareness of
society’s stance in concern to their gender.
This is something that is immediately relational
to the continuous increase in the media portrayal
of females as sex objects.
Thus speaking and taking into consideration all
that has been said and discussed, it is quite
apparent, that the consequences of gender socialization,
especially when propagated by as strong a medium
as the media [the advertising industry] tends
to have deep reaching and long lasting consequences.
Consider, for instance, the fact that the greatest
contempt is for women who are overweight. This
is something that well enforces upon the disadvantageousness
of being routinely scrutinized, criticized and
judged.
It would, moreover, be conclusively apt to acknowledge
that in addition to the fact that pornography,
which promotes sex as well as violence, has become
mainstream; the single greatest cause of injury
to women in America is domestic hostility leading
to violence and physical assault.
It is quite apparent, speaking in light of all
that has been considered and speculated upon,
that the movie is primarily based upon how the
female, as a result of societal transitions, has
come to represent something of a proverbial marketing
tool or solution.
Reference:
Kilbourne Jean (2000); Killing Us Softly 3
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