Effects of tv

            
            
             Is the influence of television so great that it can cause a person to commit an act of violence? Do the effects of watching television "slide harmlessly away- or are they "slowly absorbed into the child's identity and developing sense of self- (Kilbourne 160)? If television can have a negative effect what about the effect of advertisements? These are questions that the government, the makers of Hollywood productions, and parents have been trying to answer ever since the creation of television. Jackson Katz and Jean Kilbourne took on this difficult task. According to Jackson Katz and Jean Kilbourne the violence, which is associated with advertisements and the way in which they are constructed, is due to the relative power of the opposite gender. .
             Jean Kilbourne throughout her essay points to the fact that the female sex is not the one in power. To illustrate this point she cites a 1994 "gender-bender- commercial in which a group of bevy women office workers gather to watch a construction worker take off his shirt and enjoy a Diet Coke. It had been common for women to be used as a sex object but this was one of the first attempts for a male to be used in this fashion. She points out that although the commercial was amusing it is never a good thing for a human to be objectified. She states, "there is a world of difference between the objectification of men and that of a women. The most important difference is that there is no danger for most men, whereas objectified women are always at risk- (453). .
             According to Jackson Katz the power of women is the cause of men to be portrayed in a violent manner. Action adventure heroes such as Arnold Schwarzenegger and Bruce Willis "rose to prominence in an era in which working-class White males had to contend with increasing economic instability and dislocation and a women's movement that overtly challenged male hegemony- (Katz 468).