BRATTLEBORO — A media literacy nonprofit is teaming with a women's shelter to show a provocative film about women in advertising - and to get people talking about the issues the film raises.
The Women's Crisis Center and Know Media will screen the fourth version of Jeanne Kilbourne's Killing Us Softly on Tuesday, Sept. 28, at 7 p.m., at Brooks Memorial Library.
Since the 1960s, Kilbourne has worked to raise awareness of the objectification of women in advertising in general and the consequences of that advertising on alcohol and drug abuse, eating disorders, gender violence and other public health issues in particular.
Robin Rieske, coordinator of Know Media, a local media education nonprofit, has organized the screening with Shari, one of the women's advocates at the Women's Crisis Center, who does not release her last name for issues of security and confidentiality at the shelter.
In 1979, Kilbourne released the first version of Killing Us Softly, a film that made a huge impression on Rieske.
“I watched the first half hour and said, 'Oh, my God, this woman puts it so well!” she said. “In our time, women are still portrayed in a disturbing or destructive way.”
“It's all connected at some level,” Shari said, pointing out that the film describes the media “objectifying and dehumanizing women.”
Shari describes the media's “polarizing effect” between genders, encouraging violent behavior in males and low self-esteem in females, effects that can have catastrophic consequences in setting up a cycle of violence against women.
“If that's the tone of popular culture, violence against women becomes very real. It becomes OK and acceptable,” she said.
Rieske, who works as a certified prevention consultant with the state Department of Health, said she has worked in various capacities with the Women's Crisis Center over the 18 years she has lived in the area.
The role of media and self-esteem issues in women connects to substance abuse and overall health in a way that links Rieske's vocation, substance-abuse treatment and prevention, with her labor of love, media literacy.
Rieske, describing the film as “very provocative, with a lot of opportunity for discussion afterward,” hopes Killing Us Softly will stimulate a community awareness of women's violence issues.
“Twenty years ago, there seemed to be a little bit more awareness,” she said. “We used to have Take Back the Night rallies and other events that had the community coming out to support women.”
Rieske surmised that the loss of funding for such events over the years has taken its toll on community outreach, though she pointed out that schools have introduced more efforts to help students look at advertising with a more critical, skeptical eye.
Shari pointed out that sexual violence against girls and women is on the rise nationally.
In its last fiscal year, from July 2009 to this past June, the Women's Crisis Center responded to 1,147 phone calls to its hotline, offered counseling and other services to 356 women and their 311 children, and sheltered 47 women and their 51 children.
The 45-minute film, produced by the Media Education Foundation in Northampton, Mass., will be followed by a question-and-answer and discussion session with members of Know Media and the Women's Crisis Center.
The film is free, but donations will be accepted to cover costs. It is not recommended for children.
For more information, contact Rieske at 802-257-2885 or Shari at 802-257-7364.