Gender Communication In Media

Gender Communication in Media

Gender Communication in Media

Nate PrinceNate Prince

MediaMedia

There is no such thing as “the media” that exists as one large, singular being

“Media” is a plural term that includes TV, radio, movies, newspapers, magazines, the Internet, and books, among others

While operating as separate entities, media tend to have overriding, dominant themes that shape, influence, and reinforce identity

There is no such thing as “the media” that exists as one large, singular being

“Media” is a plural term that includes TV, radio, movies, newspapers, magazines, the Internet, and books, among others

While operating as separate entities, media tend to have overriding, dominant themes that shape, influence, and reinforce identity

Media as an InstitutionMedia as an Institution

Media EconomicsMedia and PowerMedia and HegemonyMedia Polyvalence and Oppositional

Readings

Media EconomicsMedia and PowerMedia and HegemonyMedia Polyvalence and Oppositional

Readings

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Media EconomicsMedia Economics

Media is not just art, but is a commercial product that exists in part to make money

It is usually targeted at certain groups in order to sell certain products

Commodification is a result

Media is not just art, but is a commercial product that exists in part to make money

It is usually targeted at certain groups in order to sell certain products

Commodification is a result



Media and PowerMedia and PowerMedia can liberate as well as constrain,

often at the same timeIt is always influencing norms about every

aspect of identity, including genderMedia is “simultaneously, a commodity,

an art form, and an important ideological forum for public discourse and social issues and social change” (Dow 1996)

Media can liberate as well as constrain, often at the same time

It is always influencing norms about every aspect of identity, including gender

Media is “simultaneously, a commodity, an art form, and an important ideological forum for public discourse and social issues and social change” (Dow 1996)

Media and PowerMedia and Power







Media and HegemonyMedia and Hegemony

The hegemonic way society is perceived needs to be maintained and reinforced

Contradictions appear as media both reinforce norms and create opposition at the same time

The hegemonic way society is perceived needs to be maintained and reinforced

Contradictions appear as media both reinforce norms and create opposition at the same time



Media Polyvalence and Oppositional ReadingsMedia Polyvalence and Oppositional ReadingsThe meanings interpreted from media

depend on the audienceViewing media in a critical way requires

work and critical skills, such as a gendered lens

The meanings interpreted from media depend on the audience

Viewing media in a critical way requires work and critical skills, such as a gendered lens



Interlocking InstitutionsInterlocking Institutions

Media are “the mechanisms by which other institutions are represented and constructed.”

Media are “the mechanisms by which other institutions are represented and constructed.”





Body ImageBody Image

Media effect male gender norms as well as female, and is increasingly influencing male body image

Media effect male gender norms as well as female, and is increasingly influencing male body image




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Media ResearchMedia Research

Media Content:-analysis that quantifies what is in media

and assumes effectsMedia Effects:-tries to put numbers to the effects of content

analysis

Media Content:-analysis that quantifies what is in media

and assumes effectsMedia Effects:-tries to put numbers to the effects of content

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GazesGazes

“Gaze” is the way a medium is looked at, predominantly from the White male perspective

Our gender roles are influenced by how we think the world looks at us

“Gaze” is the way a medium is looked at, predominantly from the White male perspective

Our gender roles are influenced by how we think the world looks at us



The Oppositional GazeThe Oppositional Gaze

As long as we understand that media is putting is in a certain perspective, we can actively seek to view media from a different point of view and create our own counter messages

As long as we understand that media is putting is in a certain perspective, we can actively seek to view media from a different point of view and create our own counter messages



The Oppositional GazeThe Oppositional Gaze

Some identities are commodified, and sold to people who identify with other groups

Some identities are commodified, and sold to people who identify with other groups





Media as Liberator and ConstrainingMedia as Liberator and Constraining

Gender is Constructed and Thus Always in Flux

Resecuring Genders’ BordersProgressive Representations Resecure

Traditional Gender NormsNew Technologies Replicate Old Gender Norms

Gender is Constructed and Thus Always in Flux

Resecuring Genders’ BordersProgressive Representations Resecure

Traditional Gender NormsNew Technologies Replicate Old Gender Norms QuickTime™ and a

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Gender is Always ChangingGender is Always ChangingMore than ever before media is addressing

the idea of “how to be a Man”Publications have always existed about

how to be feminine, but the idea of masculinity was considered obvious

Race and ethnicity influences how culture construct gender roles and identities

Ideas, such as “feminism”, are sometimes commodified and used to sell products

More than ever before media is addressing the idea of “how to be a Man”

Publications have always existed about how to be feminine, but the idea of masculinity was considered obvious

Race and ethnicity influences how culture construct gender roles and identities

Ideas, such as “feminism”, are sometimes commodified and used to sell products

Gender BordersGender Borders

Some are worried that the idea of masculinity is being destabilized

We see the results of this fear in such films as Fight Club

Some are worried that the idea of masculinity is being destabilized

We see the results of this fear in such films as Fight Club



Progressive Representations Resecure Traditional Gender NormsProgressive Representations Resecure Traditional Gender NormsMedia constrains gender identity even

when it seems it is liberatingSubordinate roles are still seen within the

framework of existing cultural norms

Media constrains gender identity even when it seems it is liberating

Subordinate roles are still seen within the framework of existing cultural norms



New Tech Replicates Old NormsNew Tech Replicates Old Norms

The Internet was supposed to transcend gender, age, race, ethnicity, and every other gender identity

There is still a digital divide that restricts Internet access to many people

Gender identities are just as important in online communication as they are in any other form of communication

The Internet was supposed to transcend gender, age, race, ethnicity, and every other gender identity

There is still a digital divide that restricts Internet access to many people

Gender identities are just as important in online communication as they are in any other form of communication

ConclusionConclusionMedia allows for a large range of gender

roles to be performed, but there are still limits

In order to consume media effectively, we must use a gendered lens and understand

that we can be active participants rather than simply passive bystanders

Media allows for a large range of gender roles to be performed, but there are still limits

In order to consume media effectively, we must use a gendered lens and understand

that we can be active participants rather than simply passive bystanders



Gender Communication In Media

Technology

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