News Article

The Northwest Alliance for Responsible Media (NWARM), located at Gonzaga University, will launch its 2008 Media Literacy Film Series with a screening and discussion of “The Beauty Backlash” at 7 p.m., Tuesday, March 4, at the Magic Lantern Theatre (25 W. Main Ave.) in Spokane.

The screening, which is free and open to the public, will include light refreshments after the film. Donations will be gratefully accepted.

“The Beauty Backlash,” part of the Money Programme series, looks critically at the images of beauty promoted by media and the impact of corporate strategy on female self-esteem. The program specifically examines Dove’s “Real Beauty” marketing campaign that employs a variety of “real” women, not models, to sell its products.

“The Beauty Backlash” investigates whether the campaign has had the impact that Dove intended and examines its implications for the cosmetic and fashion industries. The discussion after the film will center on efforts now taking place in Spokane to combat these negative images, especially those affecting adolescent girls.

The NWARM plans to host several more community events throughout its 2008 film series. Specific programs and dates will be announced. The organization, which is housed in the GU master’s program in communication and leadership studies, is committed to monitoring the media’s influence on society, educating the community on media literacy, and working with service professionals to influence the media to act responsibly.
For more information, contact NWARM at (509) 323-3578 or via e-mail or visit the organization’s Web site.