The way we make sense of the world is taught to us by the world around us. Our brain makes sense of things by observing and categorising, so whatever we are exposed to becomes our own norm. In our reality, Media plays a key role in our understanding of normal. Films, photos, social media all contribute to a bigger picture. The underlying messages of media produced dictates what we see as ‘normal’. The best example of this is how women roles have changed over the years, advertisements produced 50 years ago are now considered the most appalling and sexist forms of oppression.

280 imagesarticle-2236694-162714C1000005DC-555_634x949old_good_sexist_ads_by_jiliann-d5q8pur

Semiotic analysis of these imagies:

  • women are weak
  • women are below mean
  • women are incapable
  • men have ultimate power over women
  • women must be controlled
  • men do all the hard work
  • women should stay at home
  • women should serve men
  • women as objects

So we know that our understanding of the world can change and as media operators we are capable of changing society for the better… our progression is remarkable and as new generation media operators we should aspire to keep evolving.