blurring the lines between ideal and reality
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Our aim What redefine is all about 4-5 / The stats Data that supports our campaign
contents
6-7 / Perspective A closer look at the media’s influence
8/ The glossy advert
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Our aim The mass media is undoubtedly powerful in today’s society. redefine challenges the media’s influence and the possible negative effect it can have on young adults - both male and female - for young adults. It’s on young adults. Our target true that the media can also group is you, 17 - 25 year olds have a positive influence on because it’s that age where you’re society, but as our nationwide becoming an adult. Properly. survey confirmed, the majority Responsibilities, bills, moving (44%) feel that the mass media out, maybe moving away. It’s a has a combined positive and lot to consider and we know the negative influence, followed media knows that, too. So they by 24% believing it has a throw a few other things in to negative influence compared the mix! You’ve seen that new to just 14% thinking that it is shirt and you’ve got to have it. positive. What do you think? Why? Because it’s fashionable. Here at redefine, we also Fashionable because of trends don’t intend to brand the made by the catwalk, but mass media as a distributed by the [It is] negative tropism media. Maybe you fashionable would say you’re in it’s entirety but throughout history, because of not that easily it has been known trends made by influenced? What to be used to an the catwalk, about the latest advantage, albeit but distributed smartphone or car? propaganda on one mightn’t be able by the media You end of the spectrum, to afford it so you don’t with perhaps an ad for the latest buy it, but you probably would if ‘revolutionary’ mascara on the your bank balance allowed it. It’s other. Let’s rationalise the probably not much different from negative influence of the media the smartphones before it, but with a little new technology and a shiny, spanking advertising campaign to match, it’s sure as hell much more covetable. That’s the power of the media.
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92%* felt that the media has a big influence on society, However, when asked how much influence the media had on themselves,
only 24% claimed that it had a big influence and for 20% little or no influence
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> Are we really less influenced or do we only think that?
What type of influence does the media have?
positive and negative positive and negative positive and negative positive and negative positive and negative positive and negative positive and negative positive and negative positive and negative positive and neg ative positive and negative positive and negativ positive and negative positive and negative posit and negative positive and negative positive and n ative positive and negative positive and negative p itive and negative positive and negative positive negative positive and negative positive and negat positive and negative positive and negative positi and negative positive and negative positive an negative positive and negative positive and negative positive and negative positive and negative positive and negative positive and negative positive and negative p-tive and negative posi t i v e
Other 44%
Negative 24%
Unsure 20%
Positive 14% 3
Perspective A closer look at media image and body image
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The correlation between media image and body image has been proven. In one study, among European American and African American young adult women, a greater overall television exposure predicted both a thinner ideal adult body shape and a higher level of disordered eating one year later. Adolescent girls are the most strongly affected demographic; “More and more 12-year-old girls are going on diets because they believe
what you weigh determines your worth,” Arielle Cutler observes. “When all you see is a body type that only two percent of the population has, it’s difficult to remember what’s real and what’s reasonable to expect of yourself and everyone else.” Advertising, she asserts, draws on people’s insecurities to convince them to buy a product, and few populations are as insecure overall as adolescent girls and young women. But what sorts of
standards do the media portray for women who are not white and not upper class, and how does this affect the body images of women in these groups? While she asserts that certain standards of beauty are universal throughout the country and across all demographics, there are different issues and concerns. For example, overeating is a real issue as an eating disorder. When will the media, if ever, stop promoting the ‘ideal’?
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You Too, Are Pretty Without Photoshop
JOIN THE REDEFINE CAMPAIGN at redefinecampaign.tk or like us on /redefinecampaign *Claudia is wearing her own natural look make up with a dramatic feline flick. **This has not been Photoshopped.
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