Telva Ucla 2008

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Telva Ucla 2008

  1. 1. Misrepresentation of women in the media: a case study of women’s magazines Telva (1963-2000)
  2. 2. 1 – THEORETICAL FRAMEWORK 2 - METHODOLOGY 3 – CASE STUDY
  3. 3. 1. Framework <ul><li>Categorization </li></ul><ul><li>Stereotypes: functions </li></ul><ul><li>Stereotypes: mechanisms </li></ul><ul><li>Feminine stereotypes & media </li></ul><ul><li>Media as a diffusion platform </li></ul>
  4. 4. Categorization <ul><li>Categorization process (Tajfel,1981) </li></ul><ul><ul><ul><li>Creates classes and groups to guide us </li></ul></ul></ul><ul><ul><ul><li>Categories  groups (assimilation / loss of diferentiating treats) </li></ul></ul></ul><ul><ul><ul><li>Enables to identificate objects easily </li></ul></ul></ul><ul><ul><ul><li>Categories can be rational (or not) </li></ul></ul></ul><ul><li>Categories / attitudes / prejudices </li></ul><ul><li>Stereotypes are just one of prejudices’ faces </li></ul>
  5. 5. Categorization POSITIVES NEUTRAL NEGATIVES Categorization INGROUP OUTGROUP Value Judgements STEREOTYPES
  6. 6. Stereotypes functions (Tajfel, 1981) <ul><li>Psychological functions </li></ul><ul><ul><ul><li>Causality </li></ul></ul></ul><ul><ul><ul><li>System justifying </li></ul></ul></ul><ul><ul><ul><li>Intergroupal differentiation </li></ul></ul></ul><ul><li>Social functions </li></ul><ul><ul><ul><li>Self protection (defense mechanisms: projection and displacement) </li></ul></ul></ul><ul><ul><ul><li>Justification of attitudes or actions towards a stereotyped group </li></ul></ul></ul><ul><ul><ul><li>Cognitive economy and behavior predictability </li></ul></ul></ul><ul><ul><ul><li>Social identity (individual and as a group) </li></ul></ul></ul>
  7. 7. Stereotypes´ mechanisms <ul><li>Modification mechanisms </li></ul><ul><ul><li>Book-keeping </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Subtyping </li></ul></ul><ul><li>Diffusion and control mechanisms </li></ul><ul><ul><li>Pyramidal stimulation </li></ul></ul><ul><ul><li>Prestigious symbols </li></ul></ul><ul><ul><li>Institutional support </li></ul></ul><ul><ul><li>Self-control mechanisms </li></ul></ul>
  8. 8. Feminine stereotypes in the media <ul><ul><ul><li>Wife-mother-housewife </li></ul></ul></ul><ul><ul><ul><li>Superwoman </li></ul></ul></ul><ul><ul><ul><li>Woman of desire </li></ul></ul></ul>
  9. 9. Actimel AR La revista de Ana Rosa Quintana Motociclismo
  10. 10. Feminine stereotypes in the media <ul><ul><ul><li>Wife-mother-housewife ( ) </li></ul></ul></ul><ul><ul><ul><li>Superwoman ( ) </li></ul></ul></ul><ul><ul><ul><li>Woman of desire </li></ul></ul></ul> 
  11. 11. Media as a diffusion platform <ul><li>Media play a social role  Very effective platforms </li></ul><ul><li>Distinction between general press and specialized press </li></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Segmentation </li></ul></ul>
  12. 12. Women´s magazines <ul><li>Public - Private sphere </li></ul><ul><li>Content, name and style </li></ul><ul><li>Two ways of classifying women´s magazines: </li></ul><ul><li>1 – Contents </li></ul><ul><ul><ul><li> - General information </li></ul></ul></ul><ul><ul><ul><li> - Specialised (orientation) </li></ul></ul></ul><ul><ul><ul><li> - Specialised (services) </li></ul></ul></ul><ul><li>2 – Audience </li></ul><ul><li> - High profile </li></ul><ul><li> - Way of life </li></ul><ul><li> - Teenager </li></ul>
  13. 13. content style
  14. 14. 1 – THEORETICAL FRAMEWORK 2 - METHODOLOGY 3 – CASE STUDY
  15. 15. 2. Methodology <ul><li>Sample </li></ul><ul><li>Variables chart </li></ul><ul><li>Social gender stereotype </li></ul><ul><li>Media gender stereotype ( Telva ) </li></ul>
  16. 16. <ul><li>Interviews published by Telva </li></ul><ul><ul><ul><li>1963 – 1977 </li></ul></ul></ul><ul><ul><ul><li>1978 – 1985 </li></ul></ul></ul><ul><ul><ul><li>1986 – 2000 </li></ul></ul></ul><ul><li>96 interviews (48+48) </li></ul><ul><li>Six variables chart  define stereotypes </li></ul><ul><li>Silence is also an information source </li></ul>Methodology: sample
  17. 17. Variables chart <ul><li>JOB </li></ul><ul><li>MARITAL STATUS </li></ul><ul><li>AGE </li></ul><ul><li>MATERNITY </li></ul><ul><li>FREE TIME ACTIVITIES </li></ul><ul><li>VALUES </li></ul>
  18. 18. Social gender stereotype <ul><li>Sources: </li></ul><ul><ul><ul><li>Instituto Nacional de Estadística (INE) </li></ul></ul></ul><ul><ul><ul><li>Institut d’Estadística de Catalunya (IDESCAT) </li></ul></ul></ul><ul><ul><ul><li>Centro de Investigaciones Sociológicas (CIS) </li></ul></ul></ul><ul><ul><ul><li>Instituto de la Mujer (MTAS) </li></ul></ul></ul><ul><ul><ul><li>Institut Català de la Dona (ICD) </li></ul></ul></ul>
  19. 19. 1 – THEORETICAL FRAMEWORK 2 - METHODOLOGY 3 – CASE STUDY
  20. 20. Conclusions <ul><li>Job .......................  </li></ul><ul><li>Marital status .......  </li></ul><ul><li>Age ......................  </li></ul><ul><li>Maternity .............  </li></ul><ul><li>Values ( Telva´s target group) </li></ul><ul><li>Free time activities ( Telva´s target group) </li></ul>
  21. 21. Let´s debate! <ul><li>VROGRE </li></ul><ul><li>Women & technology </li></ul><ul><li>Blondes are dumb </li></ul>
  22. 23. Let´s debate! <ul><li>VROGRE </li></ul><ul><li>Women & technology ( ) </li></ul><ul><li>Blondes are dumb </li></ul>
  23. 24. Let´s debate! <ul><li>VROGRE </li></ul><ul><li>Women & technology </li></ul><ul><li>Blondes are dumb </li></ul>
  24. 25. May I see your driving license, please?
  25. 26. “ What’s a driving license?”
  26. 27. It’s rectangular Has a picture of you on it...
  27. 28. OK!
  28. 29. Here it is!!!
  29. 30. Here you are
  30. 32. If I had known you were also a cop I wouldn´t have stopped you! ¿?
  31. 33. Thanks! [email_address]

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