MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
Year’s gift, out of his magic bag “for free” gives away Coca Cola to the little
God’s children, who shout together in tune: “That’s the one! That’s the
one!”. Therefore, the slogan Coca-Colonialism is not only a fun semiotic
wordplay, but also the symbol and the most known brand of the world’s
post-colonialism.
7 The Media from the Gender Aspect
As of the end of 60s, representation becomes
a key issue in feminist politics.
(Jordan, G., Weedon, C., 1999-2000)
The liberation of women will be a painful process,
but will be an inevitable, decisive step on the road towards
a better society for men and women.
(Herbert Marcuse, 1975/1985)
Because this is a relatively new topic it is not enough only to list the
famous names of modern feminist theory and practice, who would
analytically address the phenomenon of the representation of women in
the global, including the digital, mass media. Similarly to other topics for
which we do not have the needed time distance, here again, most often
we are satisied with the arbitrary conclusion: in comparison to before
– the condition has improved. Come on now?! This “historicism” and
“progressism” are only the quantitative explanation, but not qualitative
justiication and they serve only to appease the conscience. Essentially,
the position of women in mass media has not changed signiicantly.
This particularly refers to the Balkans, including Makedonija, where
mass media commercialization and exploitation of the nude female
body is taking place, especially when it is associated with the hidden
prostitution, global and “transit” sex tourism, human traficking, and
sexual slavery.
Increased widespread sexist representation of women in the media,
for example the unlimited exploitation of the female body as a sexual
object, especially in advertising and mass production of all types of
pornography and the media offer of prostitution with “guaranteed
discretion”, are only extreme examples of the worsening situation, which
is supplemented with a growing number of sexual violence cases against
women, sadistic molestation, hazardous and cruel behaviour, including
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