Sociology – Paper 4 – Media: Representation and effects | e-Consult

Model Answer:

• Campaign 1 – Dove “Real Beauty” (2015) – South Asian Women

  • Features women of South Asian descent with varied body shapes, challenging both gendered beauty norms and ethnic stereotypes.
  • Uses close‑up shots and soft lighting to foreground confidence, suggesting empowerment.
  • Potential consequence: Positive re‑presentation can broaden beauty standards, but the limited number of ethnic groups may still marginalise other minorities.

• Campaign 2 – Nike “Dream Crazy” (2018) – Black Female Athletes

  • Highlights athletes such as Serena Williams, linking gendered athletic achievement with racial identity.
  • Employs powerful narration (“Believe in something…”) that frames Black women as resilient role models.
  • Potential consequence: Reinforces a “strong Black woman” trope, which can obscure systemic barriers and place undue pressure on individuals.

• Intersectional Analysis

  • Both campaigns blend gender and ethnicity to create “inclusive” narratives, yet they risk tokenism if not part of broader structural change.
  • Audiences may internalise these images, influencing self‑esteem and societal expectations.
  • Advertising can either challenge or perpetuate intersecting oppressions depending on depth of representation.