GENDER IN MEDIA

Lindsey KartaszewiczFriday, April 25, 14

A CRITICAL EYE

It is important to study media with a critical approach because many people view media

without considering the fact that the majority of media have been edited. With modern technology, it is easy for media creators to

modify images in any way to create what they view as more visually pleasing visuals.

However, if the viewer is not conscious of this fact, it can create a distorted view of reality

and unrealistic expectations.

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PHOTOSHOP

Photoshop is a primary example of media image modification. Almost every magazine modifies pictures of the featured people in one way or another. This creates unrealistic

body images for both males and females. The textbook mentions female beauty as an example of media influence

over gender perceptions. Media plays a pivotal role in defining and reenforcing gender norms and expectations.

How women view themselves and other women is majorly influenced by the examples of female beauty portrayed in

media.

“Although media images are not real, they have real effects on how people perceive sex and gender” (Defrancisco, 2014, p.233)

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A MODERN EXAMPLE

Pop singer, Lorde, recently made headlines by fighting back against beauty norms shown in media. When an

unknown source published an edited picture of Lorde

performing, she found the picture and decided to post

one of her own. The first picture shows an obvious retouching of her face and skin; the second, posted by

Lorde, shows an unedited shot of the same performance.

“Two photos from today, one edited so my skin is perfect and one real. remember flaws

are ok :-)” (Lorde)

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SOCIAL LEARNING THEORY

“...human beings learn by watching others, and this includes watching characters on television or in the movies” (Defrancisco, p. 225)

Children, teens, and adults learn and internalize messages communicated by others. Television and films are full of messages

communicated (verbally and nonverbally) by the actors and actresses. These messages convey ideals that audience members are encouraged

to accept about “social issues and social change”. This includes messages and images that are edited, therefore impossible to mimic.

(Defrancisco, p. 225)

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GENDERED MEDIA THEORIES

Research from the 1970s identified two main ways in which visual media gender how audiences view images and

influence gender identity. The first theory describes how media position audiences into a male perspective regardless of their sex/gender. This aids in explaining why women are often perceived as passive objects to be seen while men are

the active characters doing the seeing (as described in objectification theory).

Let’s test the theory...

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DOES THIS IMAGE SEEM ODD TO YOU?

The image of the woman likely does not seem unusual, but the image of the male in the same pose probably does. This is because of the ideas behind

objectification theory. As the author states, “While it is acceptable for women to present themselves as objects of the gaze, it is not acceptable for men to do

the same” (Defrancisco, p. 234)

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THE GAZE

The second theory discussed in the chapter is from media theorist Lara Mulvey. Mulvey’s

theory discuses how cinema tends to position the camera, actors, and audience in such a way that

male perspective is the active viewer and women are passive objects.

The following example from the film “Die Another Day” demonstrates cinema using the camera to place the audience in the male’s perspective of viewing the female actress. We (as audience members) are directly placed in the actor’s position of viewing the

actress as she exits the water. Does the camera ever give us the perspective of the actress?...

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OPPOSITIONAL GAZE

In order to have a more informed, conscious relationship with media, the textbook suggests adopting an oppositional

gaze. An oppositional gaze involves being a more critical participant when coming in contact with media rather than being a “passive recipient of it” (p.236). In order to adopt this

perspective, a person must be aware of how media modify messages and images as well as have a critical eye. Basically,

it involves being conscious of media content rather than accepting the preferred subject positions and values of the

media creators.

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4 ELEMENTS OF AN OPPOSITIONAL GAZE

I. Be conscious of the perspective from which we look.

II.Active awareness of how immersed one is in culture.

III. Political action- transforming media to encourage change rather than just critiquing existing media.

IV. Mindful of how media engage in commodification. In other words, how media support institutionalized discrimination by selling cultural, sexual, or gender differences.

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WHO IS REPRESENTED IN MEDIA?

Women are underrepresented: In the top 100 films of 2012 females held only 28.4% of speaking roles

Men outnumbered women five-to-one in “key, behind-the-camera roles” News reporting: 63.4% of reporters with bylines and on-camera appearances

were men, 36.1% were women. In 2012’s top 100 films, women were four times more likely than men to wear

“hypersexual clothing” and three times more likely to be partially naked.(Gray, 2014)

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HOW PEOPLE ARE REPRESENTED

Hypersexualization of women and girls in media:

Women are sexualized 3-5 times more often than men Women’s magazines (such as Cosmo) contribute to

sexualization of females: “a hegemonic message is

presented: a woman’s self-worth is influenced by her

looks, clothes and accessories” (Defrancisco, p.243)

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HOW PEOPLE ARE REPRESENTED

Men and Masculinity:

The majority of 2010 Superbowl ads all seemed to have a common theme of “men’s masculinity was under attack and consuming the

right product would resecure it”. (Defrancisco, p.246)

Modern media has been sending men the message that their masculinity is in jeopardy- and they need to reclaim

it. Normative views of masculinity include five characteristics: power by physical force, workplace achievement, men being the family breadwinner,

frontier/outdoor men, and heterosexual.

Here is an example of one of the 2010 Superbowl ads...

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CONCLUSION

The preceding discussion provides examples of media and why it is important to have a critical eye

and try to adopt an oppositional gaze. The way people, places, and things are portrayed in the

media are almost never a 100% accurate representation of reality. People should definitely

interact with media, but in an active, informed way rather than passively receiving all media and its

messages.

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WORKS CITED

Images:http://secretsofagoodgirl.com/wp-content/uploads/2012/11/810television_0.jpghttp://mbizcontent.com/blog/wp-content/uploads/film-roll2.jpghttp://www.delhilive.com/system/files/cosmo.jpghttp://www4.images.coolspotters.com/photos/403315/rob-lowe-and-mens-fitness-magazine-gallery.jpghttp://www.mrwallpaper.com/wallpapers/Music-equipment.jpghttp://cdn2.thegloss.com/wp-content/uploads/2014/03/lorde-before-after-photoshop-twitter.jpghttp://blog.onbase.com/wp-content/uploads/magnifying-glass.jpghttp://cdn.morefm.co.nz/morefm/AM/2013/10/22/9379/Men_posing_as%20women02.jpghttp://newscenter.sdsu.edu/sdsu_newscenter/images/stories/str-013012-film.jpghttp://media-cache-ec0.pinimg.com/736x/89/62/1b/89621b9d7b20bbee7fba7bbc018a2131.jpg

Texts:DeFrancisco, V.L & Palczewski, C.H. (2014). Gender in communication: a critical introduction (2nd ed.). Thousand Oaks, CA: SAGE Publications.

Licata, E. (2014, March 31). Lorde Reveals Her Own Photoshopped Before And After Pictures Because 'Flaws Are OK'. The Gloss RSS. Retrieved April 25, 2014, from http://www.thegloss.com/2014/03/31/beauty/lorde-photoshop-before-after-pictures/

Gray, K. (n.d.). The Status of Women in the U.S. Media 2014. The Women's Media Center. Retrieved April 25, 2014, from http://wmc.3cdn.net/2e85f9517dc2bf164e_htm62xgan.pdf

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