Question

1, Explain which theoretical approach best fits Jean Kilbourne's analysis of gender in advertising: Social-Conflict, Structural-Functional, or Symbolic Interactionism. Explain why. Support your answer with specific references from the text and module.
2. Why does Katz argue that violence against women is better understood as a men's issue than a women's issue? Why does he argue that women and men will both benefit from this shift in perspective? Do you agree with Katz? Explain why or why not.
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Answer 1

The theoretical approach that best fits Jean Kilbourne's analysis of gender in advertising is A. Social-Conflict.

The Social-Conflict Theory revolves around the conflict and change that society generates amid the inequality, gender violence, self-esteem problem, and wrong portrayals created through media.

Women always try to measure up with the advertising images created by models. On the part of men, from advertising, they embrace the idea that women are objects to be used, not persons deserving of intimate love.

2. The reason Katz argues that societal perspective on violence against women should shift to being men's problem rather than women's issue is that this change will enable society to understand that violence against women will not happen without the active involvement of men.

When this shift in perspective happens, women will no longer face violence from men. Men, on their part, will deal holistically with their masculinity, understanding that women are equal partners and not their adversaries. Both genders need each other to live a life of love and fulfillment.

Katz's argument makes good sense in many ways. For one, a shift will ensure that masculinity ceases to be an excuse for perpetrating violence. Women do not threaten men's masculinity in any way. Women cherish and recognize men in their roles when they carry them out properly.

Thus, I agree with Jean Kilbourne's view that advertising should not entrench the culture of violence against women, which arises from the excessive glorification of masculinity.

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