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Sexual Stereotypes in Popular Culture

AP/HUMA 2970 Tutorial Presentation

Zalak Patel

on 6 February 2013

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Transcript of Sexual Stereotypes in Popular Culture

Animalization Infantalization Sexual Stereotypes in Popular Culture By: Simran and Zalak Type 5-Sophisticated Advertisements
->subtle links between product and context
->makes sexuality known
->"imagined fetishes"

Appearance-age, gender, hair, body
Manner-expression, eye contact, pose [bashful knee bend]
Activity-touch, body

Animalization=linking people with an instinctual, animal category than a cultural one

Infantalization=linking people with a sense of youth and purity

Killing Us Softly Popular/Consumer Culture The medium of radio, voice and magazines (visual imagery)

"It was not enough to have some beautiful body display your clothes; the body had to be a somebody with that face" (Adcult, 133). Popular/Consumer Culture The real man is viewed as the athletic one, or strong one

The man or the athletic appears as he is, the physical embodiment of an audience goal, he does not need to be deconstructed unlike women

Men can counted for cars, and certain big ticket items like electronics and beer

The most difficult audience to appeal or reach out to is adolescent males in this case Stereotypes Media and Society Consumerism and Advertisements Historical Background A stereotype is any commonly known public belief about a certain social group or type of individual. The industrial Revolution caused many changes in roles and environments of men and women

2 Beliefs were created, the Doctrine of Two spheres and the Cult of True Womenhood Derives from the greek words steros (firm, solid) and typos (impression), thus solid impression
Sexual role stereotypes in terms of expected appearance, and behaviour of men and women Popular/Consumer Culture Micheal Jordan - drink him as a drink (Gatorade) and wear him as a shoe (Nike Air Jordans) Cosmopolitan girl
- "the largest selling young women's magazine in the world"
- aspirations of the girl next door to be anything but that.. Body Image and Appearance The male body is increasingly being objectified and sexualized in popular print ads. Oppressive beauty myth (beauty versus right of passages for men)

Cult of feminine beauty is as old as our cult of male warrior

Female anorexics as a sign of the manipulations of a male dominated culture
- men care about their appearance too (it's not just women) Television Advertising and its Portrayal of Women Television is filled with ad's of portraying women in
control (Adcult, 157)

Beer consumers have shifted towards women potentially buying even more beer than men
- advertising can thus shift it's direction or paradigm Shopping and Women Critics claim shopping is an activity for the domain of women
-shopping empowers women
-masculine Victorian perspective

Shopping represents "self indulgence, frivolity, materialism, and irrationality"

Men and women behave differently when it comes to shopping, but men and women alike both buy things (regardless of whether they "shop" as much as women do
GI Joe is to boys what Barbie is to girls (toys have grown more muscular and currently have sharper muscle definition. The GI Joe Extreme action figure, if extrapolated to a height of 5’10”, would have larger biceps than any bodybuilder in history.

A Playgirl centerfold model of 1976 would need to shed 12 lbs of fat and gain 27 lbs of muscle to be a centerfold of today "To be is to be perceived. And what we take ourselves to be is how we perceive ourselves to be perceived"

Both sexes in terms of: skin clear skin modern concern, exploitation of "being in touch" omnipresent i.e under arms, legs
- presentation of women's lip colors "We probably kiss more in the 1990's than in the 1890's, in the large part of the concept of kissable lips" (Adcult, 144).
- lipstick as labia: Freud Amok on Madison avenue Sex vs. Gender Sex Gender Inborn, biological characteristics related to reproduction. Psychological characteristics and
social categories that human culture creates Aristotle (384-322 B.C)

Jean-Jacques Rousseau (1712-1778)
1700's 1800's John Stuart Mill (1807-1858) Jewish and Christian-Adam and Eve

Chinese-Ying and Yang Mythology and Religion Victorian Era (19th century) The Cult of True Woman Hood Piety: True Women were just born religious

Purity: True Women were sexually uninterested

Submissiveness: True women were weak, dependent and timid

Domesticity: True Women's place was in the home Male Sex Role Identity No Sissy Stuff: Not allowed to show feminine linked characteristics

The Big Wheel: Men need to show status and success

The Sturdy Oak: Men have to be tough, confident and self-reliant

Give 'Em Hell: Men should have an aura of aggression, daring and violence The global consequence of producing these products we desire must be looked at as well. Living under the assumption that more money and spending will give more satisfaction in life.

Cool=opposition of what is liked by the general public/ majority of people

“Everything we consume has been produced.” ~Marx

Girls with nice hands help selling rings, bracelets, gloves, nail polish... Girls with nice legs help selling stockings, shoes, pantyhose... Girls with nice breasts help selling bras, swimsuits, shirts, TV sets, cars, washing machines, cookies, video games...~ Folklore The End
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