“Power Tools”

*Interesting fact: The image to the left is in the first row if you do a google image search for “power tools.”

As part of our research for the WEFC’s Women & Social Icons Initiative, we watched the long version of this video.

It awakened me to the power of advertising, and to the insidious violence inherent in ads like this one I saw today (pictured below). Unfortunately, like for most of us, it’s not only normal to see these ads, but they have been foundational in the development of my belief & value systems about women, and consequently, about my self.

So how does advertising like this affect us on a subconscious level? How does using select faceless body parts affect our view of women, and our value and role in society? In “Killing Us Softly 4,” Jean Kilbourne states, “Turning a human being into a thing is almost always the first step in justifying violence against that person.”  Of course, this does not only apply to women.

For example, what if we see people as “viewers” rather than human beings?  As viewers, we are concerned with ratings and the revenues they will bring us.  Perhaps as human beings, we may concern ourselves with how the information affects them, how it may drive their values and choices, and, ultimately, how it drives society. Here’s an interesting article in the NYTimes.

The media may be the most powerful tool of our time. Like a scalpel, which in the hands of a surgeon can be used to save lives yet in the hands of a murderer to destroy them, this “power tool” is in our hands and how we use it should be of great concern to each of us.

This subject is of great interest to me and I will be writing more about it.  In the meantime, The Media Education Foundation is a great resource for anyone interested in the power of media and how it is used. Also check out their channel on YouTube.