2. A CRITICAL EYE
It is important to study media with a critical
approach because many people view media
without considering the fact that the majority
of media have been edited. With modern
technology, it is easy for media creators to
modify images in any way to create what they
view as more visually pleasing visuals.
However, if the viewer is not conscious of this
fact, it can create a distorted view of reality
and unrealistic expectations.
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3. PHOTOSHOP
Photoshop is a primary example of media image
modification. Almost every magazine modifies pictures of the
featured people in one way or another. This creates unrealistic
body images for both males and females. The textbook
mentions female beauty as an example of media influence
over gender perceptions. Media plays a pivotal role in
defining and reenforcing gender norms and expectations.
How women view themselves and other women is majorly
influenced by the examples of female beauty portrayed in
media.
“Although media images are not real, they have real effects on how people perceive sex
and gender” (Defrancisco, 2014, p.233)
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4. A MODERN EXAMPLE
Pop singer, Lorde, recently
made headlines by fighting
back against beauty norms
shown in media. When an
unknown source published an
edited picture of Lorde
performing, she found the
picture and decided to post
one of her own. The first
picture shows an obvious
retouching of her face and
skin; the second, posted by
Lorde, shows an unedited shot
of the same performance.
“Two photos from today, one edited so my
skin is perfect and one real. remember flaws
are ok :-)” (Lorde)
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5. SOCIAL LEARNING
THEORY
“...human beings learn by watching others, and this includes watching
characters on television or in the movies” (Defrancisco, p. 225)
Children, teens, and adults learn and internalize messages
communicated by others. Television and films are full of messages
communicated (verbally and nonverbally) by the actors and actresses.
These messages convey ideals that audience members are encouraged
to accept about “social issues and social change”. This includes
messages and images that are edited, therefore impossible to mimic.
(Defrancisco, p. 225)
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6. GENDERED MEDIA
THEORIES
Research from the 1970s identified two main ways in which
visual media gender how audiences view images and
influence gender identity. The first theory describes how
media position audiences into a male perspective regardless
of their sex/gender. This aids in explaining why women are
often perceived as passive objects to be seen while men are
the active characters doing the seeing (as described in
objectification theory).
Let’s test the theory...
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7. DOES THIS IMAGE SEEM
ODD TO YOU?
The image of the woman likely does not seem unusual, but the image of the
male in the same pose probably does. This is because of the ideas behind
objectification theory. As the author states, “While it is acceptable for women
to present themselves as objects of the gaze, it is not acceptable for men to do
the same” (Defrancisco, p. 234)
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8. THE GAZE
The second theory discussed in the chapter is
from media theorist Lara Mulvey. Mulvey’s
theory discuses how cinema tends to position the
camera, actors, and audience in such a way that
male perspective is the active viewer and women
are passive objects.
The following example from the film “Die Another Day”
demonstrates cinema using the camera to place the audience in the
male’s perspective of viewing the female actress. We (as audience
members) are directly placed in the actor’s position of viewing the
actress as she exits the water. Does the camera ever give us the
perspective of the actress?...
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9. OPPOSITIONAL GAZE
In order to have a more informed, conscious relationship
with media, the textbook suggests adopting an oppositional
gaze. An oppositional gaze involves being a more critical
participant when coming in contact with media rather than
being a “passive recipient of it” (p.236). In order to adopt this
perspective, a person must be aware of how media modify
messages and images as well as have a critical eye. Basically,
it involves being conscious of media content rather than
accepting the preferred subject positions and values of the
media creators.
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10. 4 ELEMENTS OF AN
OPPOSITIONAL GAZE
I. Be conscious of the perspective from which we look.
II.Active awareness of how immersed one is in culture.
III. Political action- transforming media to encourage
change rather than just critiquing existing media.
IV. Mindful of how media engage in commodification.
In other words, how media support institutionalized
discrimination by selling cultural, sexual, or gender
differences.
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11. WHO IS REPRESENTED IN
MEDIA?
Women are underrepresented:
In the top 100 films of 2012 females held only 28.4% of speaking roles
Men outnumbered women five-to-one in “key, behind-the-camera roles”
News reporting: 63.4% of reporters with bylines and on-camera appearances
were men, 36.1% were women.
In 2012’s top 100 films, women were four times more likely than men to wear
“hypersexual clothing” and three times more likely to be partially naked.
(Gray, 2014)
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12. HOW PEOPLE ARE
REPRESENTED
Hypersexualization of women and girls in media:
Women are sexualized 3-5
times more often than men
Women’s magazines (such
as Cosmo) contribute to
sexualization of females: “a
hegemonic message is
presented: a woman’s self-
worth is influenced by her
looks, clothes and
accessories” (Defrancisco, p.243)
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13. HOW PEOPLE ARE
REPRESENTED
Men and Masculinity:
The majority of 2010 Superbowl ads all seemed to have a common
theme of “men’s masculinity was under attack and consuming the
right product would resecure it”. (Defrancisco, p.246)
Modern media has been sending men the message that
their masculinity is in jeopardy- and they need to reclaim
it. Normative views of masculinity include five
characteristics: power by physical force, workplace
achievement, men being the family breadwinner,
frontier/outdoor men, and heterosexual.
Here is an example of one of the 2010 Superbowl ads...
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14. CONCLUSION
The preceding discussion provides examples of
media and why it is important to have a critical eye
and try to adopt an oppositional gaze. The way
people, places, and things are portrayed in the
media are almost never a 100% accurate
representation of reality. People should definitely
interact with media, but in an active, informed way
rather than passively receiving all media and its
messages.
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