The meaning of material In society, people surround themselves with things that they feel reflect the type of person they are. One medium that they use to express their individuality and sometimes-suppressed personalities, is that of the clothes they wear. Within short, tight, figure hugging and provocative clothing, the female species attempts to live up to the expectations of the male gender and also the harsh requirements of their fellow women. They must bare as much as skin as they can in order to conform to the media-ruled, commercialised, image-orientated world in which we live. The unfortunate fact is that the whole world revolves around style, and how we are perceived through our projected images. Through these influences we now believe that perceived beauty, elegance, and charm is a must to achieve anything in the culture of today. The two stereotypical moulds which govern who gets what are; The tall, dark and handsome; and the blonde hair, blue eyes, long legs, and busty. A huge group that relies heavily on image and attitude is that of the teenage generation. This herd, in which looks are key, is horrifically unremorseful towards individuals who do not satisfy the criteria. They are split into general groups in terms of their interests and attitudes, and then through stereotypes they wear fitting attire. Examples of these are: Skaters who wear extremely low, big, baggy pants, beanies, and hoodies; Metros wear nothing but labels, Adidas, Nike etc. button up pants, tight shirts, and jackets; Homies wear huge pants, caps, jackets, and the occasional bandana. A Surfie would be found clad in boardies, topless, or a rip-curl/quicksilver T-Shirt, no shoes, and sunnies. The Grungie types sit around in ripped up pants/long skirts from the op-shop, cardigans pulled out of the salvo bins, and they have dreadlocks and noses rings and do drugs all day. The way that image has an immense bearing on our lives is discriminatory, these stereotypes are a terrible human invention, they are unjust and we would be better off without them. However if the media continues to hold the ironclad grasp it has on society there will be no escaping these prejudices. Many clothing organisations take part in this control of society. Through the media their advertisement campaigns all follow a simular line. To increase the demand for their merchandise, the company does not actually promote their products in the physically sense. Alternatively they promote the “attitude” or “image” that one will achieve if he/she purchases and wears the particular item of clothing, wether it be shoes, boxers or sunglasses. This exemplifies that media propaganda, and the power of persuasion fuels the clothing engine. It will be some time until the brainwashed masses catch on to the suspect methods of the clothing industry. The sad fact may be that they will never realise the are been duped, actually, it is more than likely that the later shall occur. I can’t see a way to outrun the media onslaught, the susceptible minds of young people will continue to be used by money hungry mongers who wish to expand their surplus of wealth. The media coupled with our low immunity to advertising shall continue the tradition of our lives been controlled by our unlimited needs and wants.