Chapters Discussion (Reflection)

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Chapter 11

Media

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

I. Introduction

  • Reality television is not real. . .
  • But, it has real effects on perception of gender/sex.

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

Advertising Constructs Womanhood

. . . as motherhood

Stereotypical ads


Less stereotypical ads

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

Advertising Constructs Manhood

. . . often as not-woman.

Dr. Pepper 10 “it’s not for women” commercial

Football ad

Movie ad

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

II. Defining Media

  • Not THE media: media come in many forms
  • Characteristics
  • Ephemeral
  • Contradictory
  • Tells us who we are
  • New forms emerging (Twitter, Instragram, etc.)

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

How Media Function

A. Media Hegemony/Horkheimer & Adorno

The predominant social group makes its beliefs appear to be common sense through media representations that shape the cognitive structures through which people perceive and evaluate social reality

B. Polysemy/Fiske

Media message are open to a range of different interpretations at different times. Meaning is not determined by the media providers but created individually by each person.

C. Media Polyvalance/Condit

“Polyvalence occurs when audience members share understandings of the denotations of a text but disagree about the valuation of these denotations to such a degree that they produce notably different interpretations.”

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The 2 hour Ways of Seeing documentary is available on YouTube and is hyperlinked to Berger’s name in the slide.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

III. The Gaze(s)

Ways of Seeing/Berger video

Male Gaze/Mulvey example example

“the camera is used as a tool for voyeurism and sadism, disempowering those before its gaze”

Oppositional Gaze/hooks

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The 2 hour Ways of Seeing documentary is available on YouTube and is hyperlinked to Berger’s name in the slide.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

Three Levels of the Male Gaze

The gaze of the camera

The gaze of the male protagonist/figures within the camera

Our gaze as spectators—we appropriate both the camera’s gaze and the male protagonist’s gaze as our own.

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The 2 hour Ways of Seeing documentary is available on YouTube and is hyperlinked to Berger’s name in the slide.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

The Male Gaze in Classical Art

Reclining Bacchante, Trutat, 1844

Tintoretto (Jacopo Robusti, Italian, 1518- 94)

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The 2 hour Ways of Seeing documentary is available on YouTube and is hyperlinked to Berger’s name in the slide.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

The Male Gaze in Contemporary Media

Face magazine June1997 featuring Lara Croft

Christian Dior advertisement, 1994

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The 2 hour Ways of Seeing documentary is available on YouTube and is hyperlinked to Berger’s name in the slide.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

Bodies are Positioned In Gendered Ways

Female pose: McDean’s Arizona Muse

Male in female pose: Tony Duran’s Jordan Coulter

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The 2 hour Ways of Seeing documentary is available on YouTube and is hyperlinked to Berger’s name in the slide.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

An Oppositional Gaze Responds

Artist Kevin Bolk’s parody of the poster for superhero movie The Avengers

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The 2 hour Ways of Seeing documentary is available on YouTube and is hyperlinked to Berger’s name in the slide.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

An Oppositional Gaze Responds

<insert Figure 11.9>

Fantasy author Jim Hines recreates the poses of young women featured on the book covers of fantasy novels.

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The 2 hour Ways of Seeing documentary is available on YouTube and is hyperlinked to Berger’s name in the slide.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

IV. Media Representations: Who

  • Women are underrepresented

  • Minorities are underrepresented
  • One should us an intersectional approach to look at representations

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

V. Media Representations: How

Sexualization

The American Psychological Association task force (2007) defined sexualization as occurring when:

*a person’s value comes only from his or her sexual appeal or behavior, to the exclusion of other characteristics;

*a person is held to a standard that equates physical attractiveness (narrowly defined) with being sexy;

*a person is sexually objectified—that is, made into a thing for others’ sexual use, rather than seen as a person with the capacity for independent action and decision making; and/or

*sexuality is inappropriately imposed upon a person.

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

Media Representations: How

B. Masculinity in crisis:

Karen Ashcraft and Lisa Flores (2003) believe “. . . US representations of manhood converge on the claim that masculinity is in the midst of crisis. . . . Like the crisis narrative a century ago, these fragments are all about manhood threatened by feminizing forces. But this time around, corporations are figured as the emasculating force, sterilized by women’s civilization”

Ashcraft, Karen Lee, & Flores, Lisa A. (2003, January). “Slaves with white collars”: Persistent performances of masculinity in crisis. Text and Performance Quarterly, 23(1), 1-29.

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

Media Representations: Sexualization

Nightline’s “Too sexy too soon” report

American Apparel adverisement

Bratz and baby Bratz dolls

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The report lasts 8.12 minutes. It does have an advertisement (for viagra! usually) before the report runs, so you may want to queue the video up if you do not want to see the ad.

© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

Media Representations: Masculinity in Crisis 2010 Superbowl Advertisements

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© 2014 SAGE Publications. Defrancisco & Palczewski, Gender in Communication 2e

Conclusions

  • Spaces exist for creativity within media.

See “ Woman ’ s Last Stand” 2010

  • Taking pleasure in media is ok; the danger is lack of reflection/critical lens.
  • Changes in individuals (i.e. consciousness) may not lead to institutional change.

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