Breaking The Mould

Despite a massive push from modern day society to close the gender equality gap, we seem to have missed the root cause of problem; Weakness in femininity. From victims to princesses and delicate damsels in distress, femininity has long held the stereotypes of weakness and vulnerability. While we often associate traditionally masculine traits such as toughness and emotional control with a sense of strength and power we see feminine values such as compassion and understanding as a sign of weakness.

The more ‘masculine’ a women can be the stronger we think she is.  Similarly, a more feminine presenting man is traditionally described as ‘soft’ and not a ‘real man’, ridiculed for showing any sign of femininity. This toxic imagery is perpetuated by the media with Movies and literature portraying us as dependent on male protection and prone to emotional instability further reinforcing this negative mindset.

FEMINISM AND EXPECTATIONS IN INFLUENCER CULTURE

In the age of TikTok and Instagram, influencer culture has skyrocketed, offering platforms for people to share their beliefs, routines, thoughts, and should they so choose, their whole lives. While social media has become an inclusive and relatable space it can also be a space that can showcase darker things such as unrealistic ideas about beauty standards and feminism.

We have all seen the Alix Earles of the world and their "get ready with me" videos on Instagram and TikTok. While social media influencers often have the intention to send a positive message, especially to young girls, there is a level of toxicity that comes with it that creates high expectations of females to look a certain way. There is a level to this that is empowering because it encourages women to look good for themselves to feel confident but so frequently there is discourse around the way women look that says it should be done for men.

This beauty standard is commodified through influencer culture in the way that products are promoted with the end goal of being beautiful or desirable and society's idea of beautiful and desirable is usually to be thin, but not too thin; you should be curvy too, but don't starve yourself because that's unhealthy. It says women should be 'naturally beautiful' so don't wear too much make up, he will think you're fake but god forbid you don't wear any at all, that would mean you don't care about how you present yourself.

In modern society, femininity is often equated with weakness. This view is often formed by unrealistic beauty standards shown to us through social media platforms like TikTok and Instagram. From a young age, individuals are bombarded with images and videos showcasing an idealised version of femininity, one that prioritises physical appearance and conformity to narrow beauty norms. This constant exposure leads to the internalisation of these standards, shaping perceptions not only of ourselves but also of others which leads to judgement and an expectation to fit the ideal mould. Members of the LGBTQ+ community, often marginalised and excluded from mainstream representations of beauty and relationships, face additional challenges as they navigate societal expectations that reinforce heteronormative ideals. As a result, so many of us, regardless of gender identity, internalise this need to conform to a certain beauty standard. The modern day disguises itself to be positive because there have been so many positive movements that have given awareness of the issues that marginalised groups face but in the age of social media, everyone has the freedom to have their opinion. While this can be great, it still gives toxic messages the chance to become trends and norms and it often gives the wrong people a platform to influence people in a negative way. This affects both women and men who do not fit the ideal mould so society views them as outsiders or as having weaknesses which can be a huge disadvantage in instances such as the workplace or the dating scene as there are so many unwritten rules about how we should look and behave.

Global economy - How the media profits off femininity

Media stereotypes often imply that women are pretty much lesser than, or less capable than men. The media profits off depicting femininity as a weakness (usually without actually saying it). As a result, goods and services are promoted as remedies to fix 'flaws' based on females' common insecurities that are drilled into society.

1. Creating Insecurities: The media has the power to convince women that they must adhere to norms to be accepted or beautiful and feminine, by promoting particular beauty standards. Because women are often made to believe they have flaws that need to be fixed, many companies profit from women.

2. Selling Solutions: Media organisations make money off of the fears they create for women by providing goods or services as answers. Industries that sell skincare, supplements, fake tanning supplies, makeup, fashion, and weight-loss products make money by promoting the idea that women must always better themselves or change who they are, to live up to society's expectations.

3. Exploiting Vulnerabilities: By portraying women as weak, media that promote these stereotypes can find a market. The media can make money by sensationalising unfavourable perceptions about femininity, through reality TV shows, gossip publications, or clickbait stories that highlight women's alleged mistakes and failures.

4. Creating Controversy: The media makes use of gender stereotypes to create controversy, publicity, clicks, views and ratings. Advertisers profit from attention and engagement from the public, generated by attention-grabbing headlines or articles that promote preconceptions of women as emotional, illogical, stupid or incompetent.