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This sentence or at last concepts close to it from the main part of all slogans and word of western officials about women and it is the promise modern world propagates for contemporary human being!

You are a free women!

This sentence or at last concepts close to it from the main part of all slogans and word of western officials about women and it is the promise modern world propagates for contemporary human being!

But freedom of what and to what?

In order to have a better understanding of this predicate, we would better review the history and experience of western women about its status and value in society. The experience which Simone de Beauvoir describes as "second gender".

From ancient civilization and value of women in philosophical and religious texts and the reality of society, were interpreted to serve males.

Although there were for a while words of freedom and women during the Renaissance movements, soon it was translated into leaving ethical boundaries and being a response to desires of men which brought about a real ethical crisis in the west.

Yet it was not until Industrial Revolution when the challenge of freedom and rights of women saw new stages. Like children, women were considered as cheap and less troublesome labor force in tough jobs in factories and mine; without any appropriate wage, insurance or even job stability.

This situation remained until nineteenth century; by then, louder voices were calling for natural of women.

Western capital and industry owners finally- though reluctantly- accepted to exempt women and children from tough jobs or grant them with appropriate working conditions.

This withdrawal in position, however, had new greed with it. With machines replacing manual labor and acceleration of production Lines, colonialism heightened once more as capitalists and dealers were seeking markets for their products and services.

This issue was put on shoulder of women! By revealing their feminine and sexual delicacies, women contributed to the ads of capital owners to prevent the huge cycle of production to consumption from stopping. For example, Hetler, who has been described by some expert as a "genius advertiser", clearly asserts in his book "Mein Kampf" that in order to sell more socks, most abject instincts of people should be invoked!

Moreover, women have been the top target group and audience of western advertisements of consumerism and even in the modern world in which integrated nuclear family has collapsed, women still are the main target of consumerism.

    

comments: Mon Feb 22, 2016 06:22 GMT
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