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MAIC 5050: Gender, Race, and Representation (Part 1)

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Nicole Cox

on 23 April 2017

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Transcript of MAIC 5050: Gender, Race, and Representation (Part 1)

MAIC 5050:
Gender, Race, and Representation (Part 1)

Feminist Media Studies Assumptions

- Few women hold positions of power in media organizations

- Content of media distorts women's status in the social world; media do not present women as viable role models

Media' lack of women role models, when internalized, prevent and impede female accomplishment, as well as encourage women and men to define women in terms of men or in the context of the family

Shift from early feminist studies concerned with social and ideological power struggles, to postfeminist concerns.
individualism, sophistication, and "choice"; agency and empowerment only within existing structures
There is no
one
type of feminism.
Feminists and feminism in media are "Othered," deligitimized and grotesque.
Three issues:

1.) Entanglement of "public information" and popular culture

2.) The way in which gender is constructed across news, pop culture, and the network sociality

3.) The way in which the oppositions feminist/post-feminist and old/young (female body) are equated within these constructions.
Feminist Political Economy
Patriarchy and capitalism have been intertwined in the United States since the nation's founding.

...Because of this, feminist political economy questions how gender enters into commercial arrangements, and functions as a
commodity
in the marketplace.
A program's success (on TV) is based on ratings, but ratings as a system of measurement are flawed.
The societal divisions of labor based on gender, plus prejudicial assumptions about gender, played a significant role in defining and differentiating the commodity audience.
Television has historically been in the business of men. But if advertisers wanted to reach spenders, they needed to target that category of people socially designated as spenders under a patriarchal society: women.
There is a
structural contradiction
between patriarchy and capitalism, embodied in the television industry.
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