Today, the surrounding of media suffocates people with a mess of visual or acoustic information. Television, popular music, movies, print advertisments, magazines, and websites had formatted as systematically informational platforms, which forcibly push millions of pieces of oppressive information to people daily. The information suggests people to objectify women under the mainstream culture from the patrilineal society (Patrilineal systems depend on the principle of passing on property and status from father to legitimate son). Although the objectifications of males also exist in modern media, the presentations of male objects only propose the potency rather than the vulnerability. In this case, the influence from media is more problematic for females than males. Male chauvinism has decreased over years, however it is still noticeable. The media, in turn, help to create a viscious circle of male chauvinism. Therefore, we should break this circle, and protest the male chauvinism in our society.

The appreciation of human bodies has existed for thousands of years. Model advertisements utilize this appreciation to stimulate the biological desire of the audience. When the demonstrations go over the boundaries accepted by the masses, the advertisements open up a series of objectification towards models; especially female models. Moreover, Kilbourne demonstrated, “Sex in advertising is more about disconnection and distance than connection and closeness. It is also more often about power than passion, about violence than violins. The main goal, as in pornography, is usually power over another, either by the physical dominance or preferred status of men or what is seen as the exploitative power of female beauty and female sexuality.” (Killbourne, 417) Today, many scientists or socialist suggests that the model advertising corresponds to the anthropic principle. Modern society is an improvement from a society completely dominated by males. The mainstream of this society was to promote the masculine domination and feminine obedience. It has changed dramatically from the last century. However, the remnants of the patrilineal society still influence the conception of many people in our current society. The advertisements use the aggression of human biological desire to achieve the commercial goals, and the result is the stimulation of the male chauvinism. In this circumstance, the reproductional desire and the manly society perspective compose a vicious circle – the more femininities being objectified, the more negative impacts to the audiences; the more acceptable the objectification of females to the audiences, the more sexually suggestive advertisments will be produced to attract the audiences. The connection in this vicious circle is the audience. Only changing the audiences’ conceptions can break the vicious circle.

The negativity of the objectification in the media is that it pushes females into an adverse social status. In the James Bond movies, female images are widely described as items that successful men can easily get. For instance, in Quantum of Solace, a new James Bond movie, a nameless female secret service was ordered to protect James Bond on his way back to Britain, but the largest portion of her time in the movie is seduced by James Bond into having sex with him in the hotel room. This scene is typical in other formats of the media as well. The male has been repeatedly described as a dominating image. “Indeed the very worst kind of man for a woman to be in an intimate relationship with, often a truly dangerous man, is the one considered most sexy and desirable in the popular culture. And the men capable of real intimacy (the ones we tell our deep, dark secretes to) constantly have their very masculinity impugned.” (Kilbourne, 420) Apparently, the suggestions that the media are making increase the viscious circle of male chauvinism.

Females, on the other side, protest this domination from males. The progress of feminism in last century is phenomenal. Nevertheless, the masculine is yet the domination in our society. One of the many reasons is that a significant part of females found the male chauvinism is somehow acceptable. Like slavery or feudalism, inferior social models can last an incredibly long time in the history. During the long period of those inferior societies, many people would yield or even surrender to the fallacious domination. Today, many females are living under the domination of male chauvinism, and they adjust to this culture without protestation. Morgan states, “Similarly, sistas have to confront the ways we’re complicit in our own oppression.” (Morgan, 448) Males can never fully realise the females’ status, since they can hardly consider in a feminine perspective. Even though a person is composed from both femininity and masculinity, a man commonly content more masculinity. To build a social that males and females can have mutual respect to each other, female is supposed to play a significant role in the protestation of male chavinsim. The voice of femininity is needed to be sounded by the women’s mouthes; and the more proportion of the females participate in this progression, the easilier the culture can be changed.

Overall, the viscious circle of male chauvinism created by the media is nasty. The progress of breaking this viscious circle is hard. Many women surrundered in front of the power of masculinity; some others might once stand up for themselves, but eventually gave up. However, the progress that feminism already made is significant, and the future demonstrated to us is bright. Some people question if females should be silent. The answer is negative. Only females and males come together and fight for their equability, human beings can finally walk out from the shadow of the male chauvinism.