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Women in the Media

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Erica Dobbelsteyn

on 10 December 2012

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Transcript of Women in the Media

Portrayal of What beauty is "Take a chance to recognize that this could be yours
I can see, just like most guys that your game don't please
Baby, can't you see? (see)
How these clothes are fitting on me (me)
And the heat coming from this beat (beat)
I'm about to blow
I don't think you know"
-Pussy Cat Dolls, Buttons
"Tonight i'll be your naughty girl
I'm callin all my girls
We're gonna turn this party out
- Beyonce, Naughty girl. I'm a big girl I can handle myself but if I get lonely I’ma need your help pay attention to me I don't talk for my health I want you on my team, so does everybody else
- NELLY FURTADO - PROMISCUOUS Tonight I'ma let it be fire
Tonight I'ma let you take me higher
Tonight, baby, we could get it on, yeah, we could get it on, yeah
- RIHANNA - RUDE BOY Women In the Media "...the media’s role and fixation on “retro” gender stereotypes by routinely publishing stories about women choosing to be stay-at-home mothers or overemphasizing the notion that working women climb the corporate ladder only to jump off it into motherhood."
-Rosalind Barnett, Harvard Lecture "In general interest magazines, females were shown in decorative or supporting roles compared to men. Females were shown in fewer main or equal roles compared to men." Male TV characters: (41%) were more likely to be shown "on the job"
Female characters: (28%)
Men were more likely to talk about work than
women were (52% vs. 40%) Sexual Images Changing Roles in the Media "nappy brand Pampers has created a UK television advertisement depicting a man as the main carer of a baby (MW last week). A small step perhaps, but brand owner Procter & Gamble thinks this is a radical departure in the world of nappy advertising." - Marketing Week UK
USA Today Magazine says that commercials are portraying women as independent and intellectual
Advertisers have therefore altered their target audience to appeal to the working woman and her purchasing power (Kilburn, the Feminine Mystique)
Males are portrayed as more in touch with their feminine side according to Adweek (Goldman) Portrayal of Female Intelligence In Television Ads... 17.1% portrayed women as unintelligent
24.3% show women as submissive
33.9% show women as dependent on men
"The number of "face-isms" (Archer, Kimes,
& Barrios, 1978)---degree to which a camera shot focuses on the face vs. the body shows that women largely remain stereotyped as unintelligent, attractive bodies with no personality"
"Conspicuously absent from television commercials were women lawyers, doctors, business executives, scientists, engineers, athletes, professors, and judges." Magazine s Slowly, we are changing our views on what beauty truly is. With more commercials and short films similar to Dove beauty campaigns the definition of beauty is changing for the better. 75% of all ads using females were for products found in the kitchen or bathroom
Men were significantly more likely to be shown in business settings or outdoors
56% of the women in the ads were judged to be only housewives
Twice as many women were shown with children than were men Dominick and Rauch Study (1972) From Culture and Politics (Lockhart and Crothers) Gender Role Stereotypes "Journalists' questions relating to physical
appearance or dress and/or family
responsibilities may be considered irrelevant to women candidates yet will help shape a candidate's image. 'That image exists in spite of the candidate's stand on issues, qualifications, merit, ability or intelligence,' observed Suzanne Paizis, candidate for California Senate."

(Braden, Women Politicians and the Media) "...said the New York Times,
'If they make good governors
it will not be because
they are women, but because they have sense, intelligence and character.'"

(Braden, Women Politicians and the Media) http://www.ted.com/talks/johanna_blakley_social_media_and_the_end_of_gender.html (Tuchman, The Symbolic Annihilation of Women by The Mass Media) Negative portrayals of women have always and continue to exist, fortunately, views are changing and portrayals of women as equal as men are emerging in the media It's evident that negative portrayals of women are present in the media, however images of powerful women are emerging. Questions to consider for beauty
How can you help prevent the bad influence the media has on young girls? Questions to consider.
Would the media still be as effective if it did not use sexual imagery of women? Would advertisements be as well known? "In contrast, our descriptive statistics exposed few differences in the number or length of published articles and photographs of male and female athletes. In fact, female athletes tended to receive more coverage."
-International Review for the Sociology of Sport Questions to consider
How many commercials have you seen where a man was demonstrating a household product? In commercials with domestic roles, do you believe we are seeing more men? Questions to consider
Do you believe the media will portray both men and women on their intelligence/ideas solely in the future? Changing Compiled by Sheila Gibbons, Editor, Media Report To Women -Carpenter, C., & Edison, A. (2005). Taking It All Off Again: The Portrayal of Women in Advertising Over The Past Forty Years. Conference Papers -- International Communication Association
Full transcript