Media Education Foundation

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The Media Education Foundation is a nonprofit organization established in 1992 that produces and distributes documentary films about the impact of American mass media. Their films focus on topics such as gender, race and representation, health, class, consumerism, politics, and the environment, with the purpose of encouraging critical thought about the media, its effects on viewers, and on the world more broadly. [1] [2] [3]

Sut Jhally founded the Media Education Foundation after receiving a cease and desist letter from MTV, whose music video clips he had compiled to create a video for use as a teaching tool about sexism and the objectification of women in popular culture. [2] [4] He countered that the work was protected under the fair use doctrine and that his intent was to use the clip for educational purposes only. Jhally subsequently founded the Media Education Foundation as a platform for distributing other films regarding media awareness and its impact.

Films include Dreamworlds (2007), War Made Easy (2007), Hijacking Catastrophe (2004), Peace, Propaganda & the Promised Land (2004), Theaters of War (2022), and the series of films on women in advertising Killing Us Softly (1979-2010).

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Sexualization is to make something sexual in character or quality or to become aware of sexuality, especially in relation to men and women. Sexualization is linked to sexual objectification. According to the American Psychological Association, sexualization occurs when "individuals are regarded as sex objects and evaluated in terms of their physical characteristics and sexiness." "In study after study, findings have indicated that women more often than men are portrayed in a sexual manner and are objectified. In addition, a narrow standard of physical beauty is heavily emphasized. These are the models of femininity presented for young girls to study and emulate." According to the Media Education Foundation's, Killing Us Softly 4: Advertising's Image of Women, the sexualization of girls in media and the ways women are portrayed in the dominant culture are detrimental to the development of young girls as they are developing their identities and understanding themselves as sexual beings.

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Peace, Propaganda & the Promised Land is a 2004 documentary by Sut Jhally and Bathsheba Ratzkoff which—according to the film's official website—"provides a striking comparison of U.S. and international media coverage of the crisis in the Middle East, zeroing in on how structural distortions in U.S. coverage have reinforced false perceptions of the Israeli–Palestinian conflict" and which "analyzes and explains how—through the use of language, framing and context—the Israeli occupation of the West Bank and Gaza remains hidden in the news media". The film argues that the influence of pro-Israel media watchdog groups, such as CAMERA and Honest Reporting, has led to distorted and pro-Israel media reports. It features Noam Chomsky, Robert Jensen, Hanan Ashrawi, Sam Husseini, and Robert Fisk, among others.

A video mashup combines multiple pre-existing video sources with no discernible relation with each other into a unified video. These are derivative works as defined by the United States Copyright Act 17 U.S.C. § 101, and as such, may find protection from copyright claims under the doctrine of fair use. Examples of mashup videos include movie trailer remixes, vids, YouTube Poop, and supercuts.

<span class="mw-page-title-main">Sut Jhally</span> Film director & producer; founder of the Media Education Foundation

Sut Jhally is a professor of communication at the University of Massachusetts Amherst, whose work focuses on cultural studies, advertising, media, and consumption. He is the producer of over 40 documentaries on media literacy topics and the founder and executive director of the Media Education Foundation.

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Killing Us Softly 4: Advertising’s Image of Women is an American documentary based on a lecture by Jean Kilbourne and is produced and distributed by the Media Education Foundation. The documentary, first released in 1979 and since revised and updated three times, focuses on images of women in advertising, in particular on gender stereotypes, the effects of advertising on women's self-image, and the objectification of women's bodies.

The exploitation of women in mass media is the use or portrayal of women in mass media as objects to increase the appeal of media or a product to the detriment of, or without regard to, the interests of the women portrayed, or women in general. This process includes the presentation of women as sexual objects and the setting of feminine beauty ideals that women are expected to reflect. Sexual exploitation of women in the media dates back to 19th century Paris, in which ballerinas were exposed to harassment and objectification. The ballerinas in the Paris Opera Ballet were ogled by their male audience members and often even expected to perform sexual favors for the male subscribers behind the scenes. Feminists and other advocates of women's rights have criticized such exploitation. The most often criticized aspect of the use of women in mass media is sexual objectification, but dismemberment can be a part of the objectification as well.

Generation M: Misogyny in Media and Culture is a 2008 documentary film written, produced, and directed by Thomas Keith. It explores the issues of sexism and misogyny in American media and their effects.

The Codes of Gender is a 2010 documentary written and directed by Sut Jhally, a professor of communications at the University of Massachusetts Amherst. The film investigates how advertising goes beyond the selling of product, but also the selling of social ideas; particularly through gender representations. Jhally connects these ideas to the work of symbolic interactionism established by the late Erving Goffman, a Canadian-born sociologist. The film visually demonstrates the ways in which gender is performed, the social construction of femininity and masculinity and how gender can intersect with power.

References

  1. Ortiz, Rebecca (10 September 2013). "Review: Resources from the Media Education Foundation". Journal of Media Literacy Education. 2 (1). S2CID   156905724.
  2. 1 2 Cook, Brian (28 October 2003). "Profile: Media Education Foundation". In These Times.
  3. "Media Education Foundation (MEF)". Cultures of Resistance. 24 February 2013. Retrieved 2019-08-15.
  4. Aufderheide, Patricia; Jaszi, Peter (2018). Reclaiming Fair Use. doi:10.7208/chicago/9780226374222.001.0001. ISBN   978-0-226-37419-2. S2CID   108784456.[ page needed ]