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The National Women’s Media Centre is a defunct Australian women’s organisation dedicated to the development of a media ethic within Australia which assumes the equality of women and men in all aspects of its operations. The NWMC operated from 1989 to 2003 with branches in all Australian States and Territories with the exception of the Northern Territory. Before its final incarnation as the National Women’s Media Centre, the organisation was known as MediaSwitch, and was established to monitor and improve the portrayal of women in the media. As of 2003, the organisation ceased operations after more than a decade of campaigning for women’s rights. ==Background== Archetypes have helped us to define the gender roles and behaviour of young women. To avoid being labelled, women have to delicately navigate the mixed messages directed at them on a daily basis. As feminists have challenged the conceptions of a ‘proper women’, dichotomies like housewife/professional are dismantled. With access to education and career paths, successful women have confidently entered traditional masculine domains.〔Bottrell, Dorothy. "The Idea of the ‘Bad Girl’." Australian Review of Public Affairs July (2008): n. pag. APA FT. Web. 8 Oct. 2010.〕 Many argue that skinny models are teaching young women to loathe their own bodies. The images cause teenagers to torture themselves with diets, beauty regimes and exercise, all in order to fit the mould. This argument is constantly repeated in popular feminist debate where many feel that advertising, commercial television and pornography routinely degrade and misrepresent women, turning them into sex objects for the perusal of men.〔Lumby, Catharine. "Girls and the New Media." Meanjin 56.1 (1997): 105-113. APA FT. Web. 8 Oct. 2010.〕 A 1994 study conducted by Mediawatch, a non-profit feminist organization which monitors the portrayal of women and girls in the media, showed that most women were negatively affected by advertisements. And recent studies still show this fact to be true. Women were polled across the country. It was uncovered that the vast majority of women were offended by the portrayal of women in ads. Tackling the sexist portrayal of women in advertising has been on the feminist agenda for decades. Mediawatch's study showed that the widespread dissatisfaction women feel with the female images used to sell them products manifests itself in different ways. While only eight per cent of women polled voiced their disapproval by writing a letter and 13 per cent made a phone call, 53 per cent said they boycotted products marketed to them in a way they found offensive.〔 Despite these numbers, advertisers have been slow to re-evaluate the way in which they design their ad campaigns, considering that women are the principal buyers in everything from food to men's clothing. Women in advertising (mostly white and under 25) are still depicted as passive sexual objects whose weight and appearance portray them more as mannequins than humans.〔()〕 However, in recent years, under increasing pressure from activists groups, advertisers have, to a degree, responded to the feminists’ call and attempted to portray women in more equal and diverse roles in advertisements. The advertising industry has responded to these criticisms and pressures by portraying women in more equal roles, for example, in positions of power and responsibility.〔Napoli, Julie and Marie Murgolo-Poore. "Female Gender Images in Adolescent Magazine Advertising." ''Australasian Marketing Journal'' 11.1 (2003): 60-69. APA FT. Web. 8 Oct. 2010.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「National Women's Media Centre」の詳細全文を読む スポンサード リンク
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