Gender theory essay.

1. What is collective identity? Respond to the statement that “Media simply
represent collective identity, they don’t create it.” How far do you agree with this
statement?
Gender.
Collective identity; a sense of belonging to a group who share a set of traditions
and values. On the terms of gender, it refers to the socially constructed roles that
have been deemed “appropriate” for each men and women. Vern & Bonnie
Bullough (1993) suggestion that men are the providers and women are the
nurturers is used in the family television show- The Simpsons, with Homer being
the family provider, going to work and Marge staying at home cooking for the
family.
The medium of magazines present gender collective identities through what is
believed to be the stereotypical objectives in order to sell to their target
audiences. Magazines such as “GoGirl” use of pastel colours and princesses
suggest all young girls should be looking up to damsels in distress as what they
will grow up to be, dependent on men; thus creating a society of patriarchy. This
view of selling to a female audience is linked with the example of Disney fairy
tales such as Snow White, in the portrayal of women needing a man in order for
them to be “well”. In contrast magazines that are aimed at boys, include bold
texts, blue colouring and super heroes implies the male gender must always be
strong for the reliance of women. Furthermore, Laura Mulvey (1975) notes how
the male gaze is used as a role in the selling of men’s magazines; including “Men’s
health” magazine, by using an image of a “ripped” with a woman model clung to
his back. This portrays men’s use of women are as an accessory- the same way a
ladies magazine might have a women holding a bag; the magazines key selling
point. This example of the male gaze being used in a magazine shows how the
media represent collective identity because the creators of it portray what they
believe would be important sellers- with the Men’s health magazine, other men
may see it as suggesting that in order for them to “get a girl” they must have the
same type of body.
Another example of how the media represent collective identity of gender is
through the statistic formed by the Guardian in 2011- ‘only 22% of reporters are
female whilst 77.4%’. This shows how patriarchy is reinforced within the media
because the perspective dominantly portrayed to the audience is of the view
point of the male gender. Further examples in include the 1938 ad of fairy liquid,
with the woman washing up and her daughter watching her- learning what she
must ‘aspire to’. With the script such as ‘not just that they make your hands soft
and pretty’; suggesting the two factors a female must try and become is pretty
and a use of domestic labour. The fairy liquid example links with the theory
defined by vern & Bonnie Bullough (1993) of the gender roles socially
constructed directly linked with heterosexual roles- with the female gender role
being perceived as the care giver. Thus linking to Ferri & Smiths dual burden- the
suggestion that women are exploited and oppressed through the use of domestic
labour including house work and child care but also having to go out and earn
money as a supportive income to the family. Therefore this argument shows that
the media do only represents collective identity and don't create it because this

2. is was at the time was seen as the correct behaviour and roles. However this can
be argued that the media is the use of medium used in order to help reinforce
these collective identities upon gender- oppressing the public into believing this
to be the only way of living. This argument links with Althusser’s form of
ideological state apparatus and that media is used as primary socialisation of the
younger generation- a way of reinforcing the oppressing social values and beliefs
used in order to form a exploitive society.
A little bit later than the fairy liquid advert, a vitamins ad was released with the
strap line of ‘the harder a wife works, the cuter she looks’. This interlinks with
the example shown above; although this one was a little later in time, it still
suggests the do,estimated oppression placed upon the female gender, it implies
that a women would only look cute if they do the domestic work that apparently
it's manly enough for men.
More over, this links with Earp and Katz (1999) theory who claim the media is
responsible for a steady stream of images that define ‘manhood’ as connected
with dominance and control. The use of the vitamins advert using an image of a
male in a suit standing dominantly over the wife suggests to men who see this ad
that they are to act in this manner to their partner/ wife – thus suggesting the
reinforcement of collective identities. On the other hand, the hypodermic needle
theory; the suggestion that a message portrayed is wholly accepted by the
receiver- implies that if it wasn't for the media publicising messages such as this
gender roles wouldn't be as dominate. With the media being one of the main
forms of learning in the modern world, there is the question left of whether with
out it socially constructed roles of gender would be a strong.
Furthermore Ferri & Smiths theory of the dual burden is also portrayed in the
advertisement of the 125 years of evolution- Bosch. Showing from the years of
1886 to 2011, the only factor to of massively change (other than the technology
progression of washing machines) is the clothing. The woman in the post recent
stage is shown doing the washing and wearing work uniform- they have to spend
their day out earning a wage but then have to come home and do the domestic
work as well. Therefore this example suggests the media representing collective
identity because it has shown the progression of women- they are getting more
rights with the equality of working, yet they are still oppressed through the
domestic role.