Portrayal of women in visual advertisements
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The document discusses the portrayal of women in visual advertisements. It begins by explaining how advertisements are designed to engage audiences and convince them to buy products. It then discusses how advertisements construct gender stereotypes, with women often portrayed as younger, fair, decorative sex objects or in traditional roles like homemakers. This reinforcement of stereotypes can negatively impact society by making certain perspectives the norm and objectifying women. The document recommends using advertising to empower women, forming committees to review ads, and increasing media literacy to understand gender stereotyping.
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Paper 15, Mass Communication and Media studies
The document discusses the portrayal of women in advertisements. It notes that women are often portrayed as helpers or objects to promote products. While some ads show more independent women, many negatively objectify or stereotype women as subordinate. Photoshop is also used to create unrealistic images of female beauty that are difficult to attain in real life. In conclusion, the document argues that advertising often traps both women and men into rigid gender roles and definitions of femininity and masculinity.
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The document discusses the objectification of women in Indian advertisements. It notes that advertisements often portray women exclusively as housewives, sexual objects, or focus solely on their beauty, skin tone, and body weight. This objectifies women and promotes harmful gender stereotypes. The document examines controversial advertisements from companies like Amul Macho and Calvin Klein and discusses regulatory frameworks in India regarding indecent representation of women in media. It provides a Kantian analysis of why objectification is unethical as it treats women as means rather than ends. A utilitarian approach is also presented, but this approach could still be problematic as it does not consider the dignity and respect of all individuals.
Women in Advertising
The document discusses gender roles and stereotypes in advertising. It notes that ads commonly portray women in subtle stereotypical ways, such as demonstrating products versus stating benefits, and with more passive body language. This reinforces stereotypes of women as unintelligent consumers, dependent on men, and focused on appearance. The impacts of these portrayals include influencing women's attitudes, lowering their self-confidence and career expectations, and fueling insecurities. The document recommends that advertisers consider different target markets like tweens, young women and older women, and market to them in more relatable ways without relying on gender stereotypes.
How does your media product represent particular social groups.
This document discusses how a media product represents various social groups. It notes that young women are a key group featured in the film, as their perspectives are underrepresented in media. It also mentions that the film has a disabled protagonist, treating their disability as unremarkable rather than a central storyline element. Finally, it states that the filmmaking team represents multicultural Britain as students from immigrant communities.
SIREposter.Freeman_Eboni
Investigated with Dr. Deepika Bahri in the English department at Emory College of Arts and Science through the Scholarly Inquiry and Research at Emory (SIRE) Research Partner Program. In early October, I began locating, documenting, and analyzing subtle multimedia messages targeting minorities and immigrants.
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In general, "media" refers to various means of communication. Media includes every broadcasting and narrow casting medium such as newspapers, magazines, TV, radio, direct mail,telephone, fax, and internet.
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The document discusses the "commodification" of women in Indian cinema. It notes that many popular item numbers portray women as objects for male pleasure through scantily clad dancing. While some women-centric films address women's issues, they are rare. The film industry tends to rely on cultural stereotypes and objectification of women to generate revenue. However, the situation is complex as some recent popular item numbers were choreographed by women. The document argues that films reflect society, and changing women's portrayals in cinema could help shift societal attitudes over time.
Recommended
Paper 15, Mass Communication and Media studies
The document discusses the portrayal of women in advertisements. It notes that women are often portrayed as helpers or objects to promote products. While some ads show more independent women, many negatively objectify or stereotype women as subordinate. Photoshop is also used to create unrealistic images of female beauty that are difficult to attain in real life. In conclusion, the document argues that advertising often traps both women and men into rigid gender roles and definitions of femininity and masculinity.
Objectification of women
The document discusses the objectification of women in Indian advertisements. It notes that advertisements often portray women exclusively as housewives, sexual objects, or focus solely on their beauty, skin tone, and body weight. This objectifies women and promotes harmful gender stereotypes. The document examines controversial advertisements from companies like Amul Macho and Calvin Klein and discusses regulatory frameworks in India regarding indecent representation of women in media. It provides a Kantian analysis of why objectification is unethical as it treats women as means rather than ends. A utilitarian approach is also presented, but this approach could still be problematic as it does not consider the dignity and respect of all individuals.
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The document discusses gender roles and stereotypes in advertising. It notes that ads commonly portray women in subtle stereotypical ways, such as demonstrating products versus stating benefits, and with more passive body language. This reinforces stereotypes of women as unintelligent consumers, dependent on men, and focused on appearance. The impacts of these portrayals include influencing women's attitudes, lowering their self-confidence and career expectations, and fueling insecurities. The document recommends that advertisers consider different target markets like tweens, young women and older women, and market to them in more relatable ways without relying on gender stereotypes.
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This document discusses how a media product represents various social groups. It notes that young women are a key group featured in the film, as their perspectives are underrepresented in media. It also mentions that the film has a disabled protagonist, treating their disability as unremarkable rather than a central storyline element. Finally, it states that the filmmaking team represents multicultural Britain as students from immigrant communities.
SIREposter.Freeman_Eboni
Investigated with Dr. Deepika Bahri in the English department at Emory College of Arts and Science through the Scholarly Inquiry and Research at Emory (SIRE) Research Partner Program. In early October, I began locating, documenting, and analyzing subtle multimedia messages targeting minorities and immigrants.
Representation of gender
This document discusses representations of gender in media. It explains that gender is a key category used to sort people and influences concepts of masculinity and femininity. Feminist analysis has criticized narrow representations of women in media that focus on beauty, sexuality, and emotional roles. Similarly, representations of men tend to emphasize strength, power, and independence. The document analyzes how these stereotypical portrayals can negatively impact people's self-image and discusses the ongoing relevance of Laura Mulvey's "male gaze" theory.
Representation of male and female in media
In general, "media" refers to various means of communication. Media includes every broadcasting and narrow casting medium such as newspapers, magazines, TV, radio, direct mail,telephone, fax, and internet.
What’s with indian cinema and the commodificatio of women
The document discusses the "commodification" of women in Indian cinema. It notes that many popular item numbers portray women as objects for male pleasure through scantily clad dancing. While some women-centric films address women's issues, they are rare. The film industry tends to rely on cultural stereotypes and objectification of women to generate revenue. However, the situation is complex as some recent popular item numbers were choreographed by women. The document argues that films reflect society, and changing women's portrayals in cinema could help shift societal attitudes over time.
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The document discusses the representation of social groups in the film Psicosi compared to their typical portrayals in media. It summarizes that Psicosi challenges conventions by portraying the prostitute character as a young single mother who turns to prostitution out of desperation to provide for her daughter, rather than showing her as glamorous. While media often glorifies prostitutes or portrays them as sinful, the character in Psicosi is depicted as depressed and her work leads her to suicidal thoughts. It also notes that the film contrasts with Pretty Woman by not showing the prostitute finding wealth and rescue through her profession. Additionally, the single mother character holds some dignity by working rather than relying on government benefits.
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- Age groups like children and mothers through characters and visual techniques that conform to stereotypes of innocence and domesticity.
- Gender, with all female characters that play into horror conventions of victimized women.
- Race and ethnicity, with an all-white cast that mirrors mainstream media despite subverting some expectations.
- Social class, with a middle-class family and home that provides relatability while also subverting expectations of happiness.
- Region, with a setting that conforms to stereotypes of southern English households.
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This document discusses various topics related to gender and media, including:
1) How media can influence perceptions of gender through unrealistic portrayals and the "male gaze".
2) The concept of media hegemony, where ruling ideas become societal norms, and media's role in maintaining this.
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4) Studies showing underrepresentation and sexualization of women and some minority groups across different media platforms.
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1) During the 1920s, consumerism and the consumption ethic grew dramatically in the US as household expenditures tripled and spending on consumer goods and leisure increased eightfold.
2) At the same time, civic engagement and progressive values declined as voter turnout decreased by almost half and participation in churches and organizations also fell.
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The document discusses how two social groups, a young male and teenage female, are represented in a film opening. The young male conforms to negative stereotypes by trespassing and using profanity, portraying the group as mischievous. The teenage female challenges stereotypes through her strange behavior and interest in violence, shown by a wooden plank, but also displays some stereotypes by carrying a doll and wearing white. Overall, the two social groups are represented in contrasting ways through conforming and opposing common stereotypes.
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Mediation refers to how certain groups are represented in media to convey a message or perspective. Gender is often mediated by portraying female characters as helpless victims to be rescued by strong male heroes. Social class is mediated through stereotypes as well, such as showing working class families using rough language and brand names while middle class families have high-paying professional jobs. Films like Taken and Notting Hill are examples of how gender and social class are commonly mediated in movies.
How does your media product represent particular social groups?
The document discusses how two social groups, a young male and teenage female, are represented in a film opening. The young male conforms to negative stereotypes by trespassing and using profanity, portraying the group as mischievous and crude. The teenage female challenges stereotypes through her strange behavior and clothing in a derelict setting not usually associated with her group, though she retains some stereotypical innocent traits through her doll and white dress. Overall both groups are represented as conforming to and opposing common stereotypes.
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Traditional representations of women in media often reflected patriarchal ideologies by portraying women in narrow, stereotypical roles like housewives, mothers, and sexual objects. However, feminism and social change have led to more diverse portrayals of women in some modern media, including in action films and genres traditionally dominated by men. Still, traditional stereotypes of gender persist alongside new representations.
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This PPT is prepared as a part of a research paper presentation for Two-day y national Seminar organized by Veer Narmad South Gujarat University.
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An essay slideshow on the representations of women in the media. Includes examples of positive and negative images, with annotated images for visual learners.
How does your media product represent social groups
The document discusses the representation of social groups in the film Psicosi compared to their typical portrayals in media. It summarizes that Psicosi challenges conventions by portraying the prostitute character as a young single mother who turns to prostitution out of desperation to provide for her daughter, rather than showing her as glamorous. While media often glorifies prostitutes or portrays them as sinful, the character in Psicosi is depicted as depressed and her work leads her to suicidal thoughts. It also notes that the film contrasts with Pretty Woman by not showing the prostitute finding wealth and rescue through her profession. Additionally, the single mother character holds some dignity by working rather than relying on government benefits.
Representation media
Laura Mulvey's Male Gaze Theory analyzes how women are represented and sexualized in media like films to appeal to a male audience. Mulvey argues that women are presented as objects to be viewed by men for male pleasure. Richard Dyer's Star Theory suggests that celebrities are constructed by media institutions for financial gain by targeting specific audiences. Stars are given personas and styles to appeal to audiences and be distinguished from others. Stereotypes are common assumptions made about groups, but they are not always negative, only about minorities, rigid, or false according to Tessa Perkins.
A2: Feminist Critical Perspective
Feminist theory examines the portrayal of women in media through concepts like the male gaze and the beauty myth. The male gaze refers to media being constructed from the perspective of male viewers, focusing on how women are represented for a male audience. The beauty myth argues that beauty standards discipline and commodify women. Magazines aimed at teenage girls also promote an isolating focus on attracting boys over female relationships. While originally developed in the 1970s-80s, debates continue around the relevance of these ideas to modern media landscapes and their influence on women.
Research
This document discusses themes of gender inequality and representation in the film industry. It notes that the majority of directors and executive positions are held by men, resulting in an imbalance in the types of stories told and topics covered. Female directors are more likely to portray feminist themes and accurate depictions of issues like abuse. The concept of the "male gaze" is introduced, where women are often depicted as sexual objects from a heterosexual male perspective. The document argues for the importance of the "female gaze" to reject this objectification and portray compelling female characters. It notes the need for a balance in representation that empowers women without engaging in "forced feminism" or internalized misogyny. The author plans to incorporate these
Female Gender Stereotypes In Advertisements
The document discusses how advertisements promote gender stereotypes. It notes that ads shape ideas about how men and women should look, feel, dress, behave and interact. Advertisers intentionally use stereotypes to appeal to consumers and define appropriate gender roles. For women specifically, common stereotypes in ads include portraying them as homemakers, emphasizing their physical attractiveness, showing them wearing revealing clothing, and sometimes treating them as sex objects or implying they are weak.
prescribed gender roles and attached stereotypes
Gender roles and stereotypes are socially constructed rather than natural. They determine how males and females should behave according to societal expectations. This socialization starts from a very young age through the toys and colors used for babies, which serve to prepare children for adult gender roles before they can think critically. Common stereotypes associate men with strength, leadership, and occupations like engineering or politics, while women are stereotyped as nurturing, supportive, and suited for occupations like teaching or nursing. These socially constructed gender roles and stereotypes are perpetuated throughout life.
Mood board anno
The document discusses various aspects of planning a short film about domestic violence against men. It includes campaign posters that inspired the film's title "Broken Voices" about a male victim lacking a voice. Photos were taken of potential filming locations for scenes where a victim is attacked outside. Statistics show that over 40% of domestic abuse victims are men, though they are often ignored. Deviant art features Disney characters portrayed as domestic abuse victims to raise awareness. The filmmaker wants to break conventions of only showing female victims and use their film as a campaign to encourage men to speak out.
Gender Advertising presentation
Advertisements shape ideas about gender roles and expectations in society. They promote stereotypes of masculinity and femininity that influence how men and women see themselves and each other. For example, male ads often depict men as strong, powerful, and successful in their careers. Female ads commonly portray women as focused on beauty, fitness, and domestic tasks. These stereotypes are intentionally used by advertisers to target consumers and sell products, but they also deepen preexisting gender stereotypes in culture. While some ads are directed at only one gender, others may use the opposite gender to attract buyers. Overall, ads characterize men as responsible and women as defined by their physical appearance.
Masculinityinfightclub 101007044624-phpapp01
The document discusses representations of masculinity in the film Fight Club. It begins by summarizing director David Fincher's view that modern society has emasculated men by replacing functions like hunting with shopping. Next, it outlines how traditional male roles were questioned by feminism, leaving men without a clear identity. It then analyzes how the narrator is presented as a man in crisis, lacking traditional masculine attributes. His "power animal" of a penguin underscores his emasculation. Fight Club and Project Mayhem are discussed as attempts to reassert violent masculinity and reject consumerism, though only providing empty roles.
How does you text ‘represent’ age, gender, class, ethnicity and/or region?
This document analyzes how a media product represents various social groups through its use of micro-level techniques. It discusses how the film represents:
- Age groups like children and mothers through characters and visual techniques that conform to stereotypes of innocence and domesticity.
- Gender, with all female characters that play into horror conventions of victimized women.
- Race and ethnicity, with an all-white cast that mirrors mainstream media despite subverting some expectations.
- Social class, with a middle-class family and home that provides relatability while also subverting expectations of happiness.
- Region, with a setting that conforms to stereotypes of southern English households.
Gender communication and media
This document discusses various topics related to gender and media, including:
1) How media can influence perceptions of gender through unrealistic portrayals and the "male gaze".
2) The concept of media hegemony, where ruling ideas become societal norms, and media's role in maintaining this.
3) How meaning in media can be interpreted differently (media polysemy) and the importance of an oppositional gaze in critiquing representations of gender.
4) Studies showing underrepresentation and sexualization of women and some minority groups across different media platforms.
SA Chinese Heritage Project
This Project is as a result of my interest in SA and Overseas Born Chinese issues. I’ve observed how issues and themes seem to repeat themselves over space and time – I have come to believe that we need to first share the meaning of being SA Chinese AS a community in order to better respond and issues deal with common issues.
Portrait of Jason
Portrait of Jason is a 1967 documentary film directed by Shirley Clarke that features Jason Holliday, a gay African American hustler and aspiring cabaret performer. He narrates his life story to the camera, describing his experiences with racism, homophobia, and living as a prostitute from Maine to Mexico in the 1960s, when homosexuality was still illegal in much of the U.S. The film captures Jason's candid reflections on using and being used by others for money and sex over the course of his life and career.
7 groups of representation by Rachael and Talia
Stereotypes of gender, age, class, disability and region are commonly portrayed in media. Females are often shown as caring for family while males provide financially. Younger people may be associated with crime while elders are depicted as rude or boring. Working class characters are less intelligent with basic jobs while middle/upper classes are well-educated and wealthy. Disabilities are portrayed as making people weak outsiders. Regional identities are stereotyped through speech, costumes and lifestyle portrayals like Scots wearing kilts. These stereotypes influence perceptions but overgeneralize large groups of diverse people.
Lecture 8 de mille's consumer
1) During the 1920s, consumerism and the consumption ethic rose dramatically in the US as household expenditures tripled and spending on consumer goods and leisure increased eightfold.
2) At the same time, civic engagement and moral reform declined as voter turnout decreased by almost half and participation in churches and voluntary organizations also fell.
3) Movies played a key role in promoting consumerism and modeling new social and gender roles as Hollywood set trends that Americans sought to emulate through purchasing consumer goods. Movies encouraged spending on fashion, cars, and leisure and influenced changing gender norms.
Lecture 8 de mille's consumer
1) During the 1920s, consumerism and the consumption ethic grew dramatically in the US as household expenditures tripled and spending on consumer goods and leisure increased eightfold.
2) At the same time, civic engagement and progressive values declined as voter turnout decreased by almost half and participation in churches and organizations also fell.
3) Movies played a key role in promoting consumerism and modeling new social and gender roles and behaviors as audiences, especially women, looked to Hollywood for guidance on fashion, products, and leisure activities. Movies encouraged the prioritization of consumption and leisure over production and civic duty.
EQ2
The document discusses how two social groups, a young male and teenage female, are represented in a film opening. The young male conforms to negative stereotypes by trespassing and using profanity, portraying the group as mischievous. The teenage female challenges stereotypes through her strange behavior and interest in violence, shown by a wooden plank, but also displays some stereotypes by carrying a doll and wearing white. Overall, the two social groups are represented in contrasting ways through conforming and opposing common stereotypes.
Mediation (the marxist theory)
Mediation refers to how certain groups are represented in media to convey a message or perspective. Gender is often mediated by portraying female characters as helpless victims to be rescued by strong male heroes. Social class is mediated through stereotypes as well, such as showing working class families using rough language and brand names while middle class families have high-paying professional jobs. Films like Taken and Notting Hill are examples of how gender and social class are commonly mediated in movies.
How does your media product represent particular social groups?
The document discusses how two social groups, a young male and teenage female, are represented in a film opening. The young male conforms to negative stereotypes by trespassing and using profanity, portraying the group as mischievous and crude. The teenage female challenges stereotypes through her strange behavior and clothing in a derelict setting not usually associated with her group, though she retains some stereotypical innocent traits through her doll and white dress. Overall both groups are represented as conforming to and opposing common stereotypes.
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How does your media product represent particular social groups?
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This document discusses various theories of media representation and language. It covers representational theory, narrative theory, audience theory, genre theory, and media language. Key points include that representation is a construction of reality rather than a direct reflection; narratives follow common patterns and codes; audiences consume media actively for various needs and gratifications; genres have conventions that create expectations; and media use codes and conventions to construct meaning.
Cbfinal
Women are now depicted in ads in a variety of contexts beyond just housewives, including career women, girls, and mothers. While some ads still portray women as commodities or sex objects, many modern Indian ads show women as independent, assertive individuals who are not defined by their marital status or family roles alone. Advertisements are beginning to reflect the changing roles of both men and women in Indian society.
Representation in the media gender
Media representations are intentionally constructed versions of reality that audiences use to make sense of the world; however, gender representations in media often rely on stereotypical portrayals of masculinity focusing on strength and power and femininity focusing on beauty, sexuality, and relationships. Studying how gender and other identities are represented in media involves considering who produced the content and why they selected those specific portrayals.
Gender in Media
This document discusses gender portrayal in media. It begins by introducing the topic and explaining the author's interest in exploring how gender is depicted in media and the negative influence it can have, especially on children. It then discusses several ways gender is commonly portrayed negatively in media, such as through sexual objectification of women, unrealistic body standards, and stereotypical gender roles. Several impacts of this are also mentioned, like low self-esteem and eating disorders. Examples are provided from various media like advertisements, magazines, television and movies. The document advocates for more positive and accurate gender representations in media to counter these harmful portrayals and influence.
Body image and the media 1
The document discusses how body image is greatly influenced by unrealistic portrayals in the media. It defines body image as a person's feelings about their own physical appearance and attractiveness. Media outlets like magazines, television, movies, and increasingly social media showcase images of women that are unattainably thin, using filters and editing to further distort reality. This barrage of unrealistic ideals has been shown to negatively impact women and girls' self-esteem and satisfaction with their bodies, with many engaging in dieting, exercise, or even considering cosmetic surgery to achieve these impossible standards.
Body image and the media 1
The document discusses how body image is greatly influenced by unrealistic portrayals in the media. It defines body image as a person's feelings about their own physical appearance and attractiveness. Media outlets like magazines, television, movies, and social media often feature thin models and actresses who do not reflect the body types of most women. Exposure to these unrealistic images can negatively impact young women and shape their perceptions of beauty and what a "normal" body should look like.
Lesson 2 - Representation and Gender
The document discusses various theories around the representation of gender in media, including Laura Mulvey's male gaze theory and Lisbeth Van Zoonen's views on representation and objectification. Mulvey argues that women are framed from a male perspective in film and are styled for visual and erotic impact. Van Zoonen believes gender is constructed through media language and these constructions reflect patriarchal societies where the objectification of women is common. The document examines how these theories can be applied when analyzing media texts and their representation of gender.
Representations of Women (blog version of class slides)
The document discusses representations of gender in children's books called Little Miss/Mr. Men. It notes that the titles represent notions of femininity and masculinity, with female characters like Little Miss Tidy focusing on cleaning, while male characters like Mr. Busy are fast, productive and efficient. While Little Miss Busy and Mr. Busy seem equal at first, her duties are domestic while his accomplishments are building a house, showing differing gender roles are still constructed even for young audiences.
Lesson 1 - Representation
The document discusses the concept of representation in media studies. It defines representation as how groups, individuals, events, places or social changes are portrayed through media. Representations are subjective rather than objective and are constructed based on choices made in the media text. Stereotypes are oversimplified representations of groups that universally apply common characteristics. The document examines how stereotypes are used and discusses the reality show Benefits Street as an example of representation.
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- 1. PORTRYAL OF WOMEN IN VISUAL ADVERTISEMENTS OPTIONAL : ENGLISH Amrutha TP Ashisha S Ashna Augustine Aswathy Rajan
- 2. INTRODUCTION • Advertisements are designed to catch the attention of the general public. Their goal is to engage and to convince their audience to buy the product. • Advertisements pervade every aspect of human life in today’s society. • They create needs- both genuine and false and made the people think that without fulfilling these needs human life is incomplete. • They construct icons and reinforce gender based stereotypes.
- 3. What is representation? • Representation is the construction of ideas surrounding reality. • The problem with representation is,it is just a re- presentation of someone else’s view of reality not reality itself.At times an audience may misinterpret this. • In some examples ,representations can also be our desires of reality,but is very far away from reality.
- 4. • Some texts may contain obviously unrealistic representations of reality,but over saturation of any common representations could effect and influence a passive audience. • It could also be argued that the representations media texts contain are commonly stereotypes.
- 5. Male Gaze • The gaze refers to how we look at visual representations • The “Male Gaze” describes the practice in which where media is filtered through the lens of heterosexual men. In other words, the viewpoints of the heterosexual men is accepted as the norm, whereas the perspectives of all others are largely ignored. It increases objectification of women, which reduces women as objects of male sexual desire.
- 6. • STEREOTYPES Young, Fair and beautiful • Women are portrayed younger than their male counterparts and fairness is often equated with beauty. Employment • Women are often portrayed as homemakers reinforcing the stereotype of women for hearth. Women were over-represented in advertisements for cosmetics, kitchen and bathroom products Relationship • Women are often portrayed as dependent on men and in relationship roles contributing to the dual notion that women need men to protect them and they must have children.
- 7. Decorative and sex object • advertisements overly and unnecessarily depict women in sensuous manner. Women are often shown in a sexual or vulnerable position in order to sell the product, whether it is an advertisement from perfumes to automobiles. • Advertisements frequently commodify women by exploiting their sexuality and by fragmenting their body into different parts. In exchange between the commodity and woman, a woman becomes the commodity.
- 8. What happens because of such portrayls? • Invisibility of Women • Marginalisation of women’s work • Definitions of ‘NORM’al • Provides public sanction to men • Numbness or desensitisation of people towards women and women issues
- 9. Indian films • Commodification • Stereotyping • Objectification • Role setting • Setting parameters of qualities, behaviour, valuation for men and women • Lesser proportion of films showing women in control of their lives.
- 10. Media perpetuates gender existences • Women are dying to get male attention • Women need to look ‘beautiful’ • Women are body and men are brain • Women’s first priority is home
- 11. RECOMMENDATIONS • Use advertising as a positive force in women’s lives while at the same time effectively exploring the potential for commercial profit. • Form a special committee to scrutinize the ads. • People should be sensitized in understanding gender stereotyping and media literacy may be provided
- 17. Women’s role in popular video games: Stripped Down and killed off