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Presented By:Presented By:

Ee Lin, Jasmine, Ee Lin, Jasmine, Dionne, Andrea, Dionne, Andrea,

Joanne & Sabrina Joanne & Sabrina

Media CultivationMedia Cultivation

• Cultivation processCultivation process cumulative, cumulative, gradual changes in believes, gradual changes in believes, attitudes and behaviorattitudes and behavior

• A personA person “cultivated” into the “cultivated” into the television view of social realitytelevision view of social reality

GGERBNERERBNER’’S S TTHEORYHEORY of of MMEDIA EDIA CCULTIVATIONULTIVATION

(Source: http://www.ciadvertising.org/sa/spring_03/382j/kimberly/page2.html)

Media CultivationMedia Cultivation

• MainstreamingMainstreaming refers to what happen when refers to what happen when people of different groups are exposed to the same people of different groups are exposed to the same mediamedia

Ultimately, everyone is being similarly cultivated Ultimately, everyone is being similarly cultivated by media messagesby media messages

• ResonanceResonance refers to what happens when a refers to what happens when a person’s real-life environment strongly resembles person’s real-life environment strongly resembles the environment depicted in the mediathe environment depicted in the media

Receives “double-dose” of the same message, Receives “double-dose” of the same message, making the impact of media cultivation particularly making the impact of media cultivation particularly likelylikely

Sparks, G. (1996). Media Effects Research. A Basic Overview. Cultivation Research. Pg151-153. George Gerbner.

Media Stereotypes Media Stereotypes (Application)(Application)• Sex-Role Stereotypes Sex-Role Stereotypes

• Body-ImageBody-Image

• Racial StereotypeRacial Stereotype

• Face-ismFace-ism

Sex-Role StereotypesSex-Role Stereotypes

• Media Depiction:Media Depiction:Men far outnumber womenMen far outnumber womenMen have higher status rolesMen have higher status roles

• MainstreamingMainstreamingMen are more powerful and Men are more powerful and is more dominant in societyis more dominant in society

• Resonance (Double-Dose Effect)Resonance (Double-Dose Effect)Men are employed in most of the Men are employed in most of the higher paying job higher paying job

Body-ImageBody-Image• Media DepictionMedia DepictionHeavy emphasis on females to be overly-thin as Heavy emphasis on females to be overly-thin as

compared to malescompared to malesFemales with higher weight receives negative Females with higher weight receives negative

commentscommentsE.g.: The AgencyE.g.: The Agency

• MainstreamingMainstreamingMajority of females desire for thin bodiesMajority of females desire for thin bodies

• Resonance (Double-dose effect)Resonance (Double-dose effect)Friends places great importance on thin body Friends places great importance on thin body

imageimageSociety’s high values and regards for thin bodiesSociety’s high values and regards for thin bodies

Racial StereotypeRacial Stereotype• Media Depiction: Media Depiction: More Blacks commit crimesMore Blacks commit crimesGreat difference in status for different raceGreat difference in status for different race

• MainstreamingMainstreamingCertain races are more capable as compared Certain races are more capable as compared

to the others to the others

• Resonance (Double-dose effect)Resonance (Double-dose effect)(e.g.) Most security guard positions are taken (e.g.) Most security guard positions are taken

up by the Indiansup by the Indians(e.g.) Most jobs require Mandarin speaking (e.g.) Most jobs require Mandarin speaking

personnelpersonnel

Face-ismFace-ism• Media Depiction:Media Depiction:Focuses more on the faces of malesFocuses more on the faces of malesFocuses more on the bodies of the femalesFocuses more on the bodies of the females

• MainstreamingMainstreamingGreat importance are placed on a female’s Great importance are placed on a female’s overall figureoverall figureA male face is enough for people’s judgmentA male face is enough for people’s judgment

• Resonance (Double-dose effect)Resonance (Double-dose effect)Most fashion magazines published the entire Most fashion magazines published the entire body of females than focusing on her facebody of females than focusing on her faceMore importance is placed on the face of a male More importance is placed on the face of a male

than his bodythan his body

Sex-Role Stereotypes in Sex-Role Stereotypes in ChildrenChildren• Children make gender-typed classification Children make gender-typed classification

at an early ageat an early age– Classify objects like toys, clothes, & household Classify objects like toys, clothes, & household

itemsitems– Learn from operant conditioning & observational Learn from operant conditioning & observational

learninglearning

• Basis of gender typing: the social environmentBasis of gender typing: the social environment– Children pay more attention to same-sex models Children pay more attention to same-sex models

(Bandura, 1962, 1969)(Bandura, 1962, 1969)

Sex-Role StereotypesSex-Role Stereotypes

• George Gerbner George Gerbner

“ “women are much more likely to be women are much more likely to be depicted as victims of crime and depicted as victims of crime and violence than males.”violence than males.”– Females are relatively powerless as Females are relatively powerless as

compared to the males in terms of the compared to the males in terms of the role they play on TVrole they play on TV

Sex-Role StereotypesSex-Role Stereotypes

• Jennifer Herrett-Skjellum and Mike Allen:Jennifer Herrett-Skjellum and Mike Allen: used used meta-analysismeta-analysis to summarize to summarize

consolidated data to examine sex-role consolidated data to examine sex-role stereotypesstereotypes

• Conclusion of study: Conclusion of study: Men:Men:– more often on TV more often on TV – in higher status roles as characters in higher status roles as characters – represented as having more power than womenrepresented as having more power than women

Sexual RevolutionSexual Revolution• Some masculinist theorists speculate that Some masculinist theorists speculate that

prior to sexual revolution, the idealized prior to sexual revolution, the idealized male was expected to be powerful while male was expected to be powerful while the idealized female was expected to be the idealized female was expected to be modest modest

Sexual RevolutionSexual Revolution

• Modern Feminist: Ariel Modern Feminist: Ariel LevyLevy – contributing editor at contributing editor at New New

YorkYork magazinemagazine – wrote wrote Female Chauvinist Female Chauvinist

Pigs: Women and the Pigs: Women and the Rise of Raunch CultureRise of Raunch Culture

– warned that the current warned that the current state of commercial state of commercial sexuality has created a sexuality has created a ""Raunch CultureRaunch Culture" "

Ariel Levy. (2007, March 16). In Wikipedia, The Free Encyclopedia. Retrieved 17:39, March 19, 2007, from http://en.wikipedia.org/w/index.php?title=Ariel_Levy&oldid=115560408

Effects of Media Effects of Media StereotypesStereotypes

• Media messages influence the Media messages influence the construction of realityconstruction of reality

• Experiment by Tannis Macbeth Williams & Experiment by Tannis Macbeth Williams & Meredith Kimball:Meredith Kimball:- examined boys’ and girls’ job - examined boys’ and girls’ job expectations over a 2 year period in the expectations over a 2 year period in the town of Notel (Canada)town of Notel (Canada)

- no access to television initially- no access to television initially- but later on access to one channel was - but later on access to one channel was implementedimplemented

The TV Experiment by Tannis Macbeth Williams & Meredith

Kimball:

• 1st Hypothesis:

- children in Notel: fewer stereotypical attitudes

- children in towns with TV access: more stereotypical attitudes

• 6th & 9th grade children’s attitudes measured by filling Sex Role Differentiation Scale

• Results:- children in Notel did not differentiate behaviors according to sex to compared to other towns

The TV Experiment by Tannis Macbeth Williams & Meredith

Kimball:

• Results interpreted as evidence: - towns similar in every aspect except TV

access

• 2nd Hypothesis: - children in Notel gained TV access after

1st hypothesis tested

The TV Experiment by Tannis Macbeth Williams & Meredith

Kimball:

• Results after 2 years: - pattern of results changed - showed dramatic increase in

stereotypical attitudes

• Interpreted as clear media effect - only major change was TV access

The TV Experiment by Tannis Macbeth Williams & Meredith

Kimball:

Media Portrayal:Women as Sex Objects

• Women stereotyped as sex objects- anything that seems demeaning to women

becomes controversial- women always portrayed as victims of rape

• controversial D & G advertisement pulled.

- some said it depicts gang rape

Women as Sex Objects

Dolce & Gabbana ‘gang-rape’ ad banned. (2007). Retrieved March 20, 2007, from http://www.creativematch.co.uk/viewnews/?93666

Women as Sex Objects

• Grace Quek aka Annabel Chong- starred in “The World's Biggest Gang Bang”- had record breaking sex with 251 men in 10 hours- wanted to shake up stereotypes about women being passive sex objects

Williams, L. R. (1999). Sex The Annabel Chong Story. Retrieved March 26, 2007, from http://www.bfi.org.uk/sightandsound/review/493

Women as Eye Candy

• Just a Jade ‘Hua Ping’- vase (pretty but empty).

- the Dance Floor co-host Jade Seah

- 1st runner up of Miss Singapore Universe

- viewers unhappy with her “wooden and amateurish hosting”

Tan, J. (2007, March 13). Just A Jade ‘Hua Ping’. The New Paper, pp.23.

She’s a “hua ping” put there

for ornamental

reasons!

Women as the Weaker Sex

• Women are supposed to be:- submissive- emotionally weak - home nurturing

• Man are supposed to be:- authoritarian- emotionally strong (men don’t shed tears!)- career driven

Women as the Weaker Sex

• My Sassy Girl- 2001 Korean movie partially based on true story.- girl is fiery, violent, and calls the shots - boy is gentle,unassuming, and lets girl call the shots - success contributed to refreshing change in gender role reversal- started a new trend in the industry

Examples of Stereotypes

• Females stuck in inferior roles compared to males in the media

• Females are always the:- the nurse- the librarian- the teacher- the secretary

• Males are always the:- the policeman- the fireman- the boss- the doctor

Examples of Stereotypes

• Do you find yourself committing this mistake often? - When talking about doctors, we say

‘he', even if we don't know that the doctor is a man.

- We'll always ask, “So what did he say?" even though the doctor could be a woman

• If you do, you are experiencing an effect of a stereotype

• Science cannot explain everything

• It’s not for sure that the impact of media messages causes disparity

• But they do have a contribution in people developing stereotypical

attitudes

Does TV Influence Attitudes?

MMEDIAEDIA I IMAGESMAGES of T of THINHIN B BODIESODIES & E& EFFECTSFFECTS on B on BODYODY I IMAGEMAGE OverviewOverview

• How female How female bodies are bodies are representedrepresented

• The impact of The impact of these these representationsrepresentations

IntroductionIntroduction

• Sociocultural factors (i.e. role of the Sociocultural factors (i.e. role of the media)media)- received the most attention as a - received the most attention as a possible contributor to body image possible contributor to body image disturbance & eating dysfunctionsdisturbance & eating dysfunctions (Fallon, 1990; Heinberg, 1996)(Fallon, 1990; Heinberg, 1996)

Thompson, J.K. & Heinberg, L.J. (1999). The media’s influence on body image disturbance and eating disorders: we’ve reviled them, now can we rehabilitate them? Journal of Social Issues Vol.55 (2), 339-353.

TelevisionTelevision

TelevisionTelevision• TV on > 7 hrs per day TV on > 7 hrs per day

(Harris, 1994)(Harris, 1994)

• Female TV characters Female TV characters thinner than average thinner than average American womanAmerican woman

• < 10% overweight < 10% overweight (Gonzalez-Lavin & Smolak, 1995; Heinberg, (Gonzalez-Lavin & Smolak, 1995; Heinberg, 1996)1996)

Media Images of Thin Bodies & Media Images of Thin Bodies & Effects on Body ImageEffects on Body Image

Research by Gregory Fouts & Research by Gregory Fouts & Kimberley BurggrafKimberley Burggraf• 18 sitcoms from prime-time TV18 sitcoms from prime-time TV

Findings:Findings:1)1) Females in these programs were Females in these programs were

far more likely to be judged as far more likely to be judged as being “below average” in weightbeing “below average” in weight

2)2) The higher the weight, the The higher the weight, the more negative comments mademore negative comments made - laugh tracks- laugh tracks

Media Images of Thin Bodies & Effects Media Images of Thin Bodies & Effects on Body Imageon Body Image

Possible Media Possible Media Effects:Effects:

- Social problemSocial problem- Body Body

dissatisfactiondissatisfaction / / Body-image Body-image disturbancedisturbance

- Social ComparisonSocial Comparison- Life-threatening eating Life-threatening eating

disorders disorders (eg. anorexia nervosa, (eg. anorexia nervosa, bulimia)bulimia)

MagazinesMagazines• Probably more Probably more

than any other than any other form of media – form of media – advocates & advocates & promoters of the promoters of the desirability of desirability of unrealistic ideal unrealistic ideal (Wolf, 1990)(Wolf, 1990)

MagazinesMagazines• 83% teenage girls – 4.3 83% teenage girls – 4.3

hrs a week reading hrs a week reading magazines magazines (Levine & Smolak, 1996)(Levine & Smolak, 1996)

• 70% who read 70% who read magazines endorse them magazines endorse them as an important source of as an important source of beauty & fitness beauty & fitness informationinformation

MagazinesMagazines• Adolescent girls Adolescent girls

endorsed ideal as the endorsed ideal as the models found in fashion models found in fashion magazines aimed at magazines aimed at teenage girls (Nichter & teenage girls (Nichter & Nichter, 1991)Nichter, 1991)

• Ideal: 5’7”, 100 lbs, Ideal: 5’7”, 100 lbs, (BMI=<16), long blond (BMI=<16), long blond hair, blue eyeshair, blue eyes

Research by Eric Stice & Research by Eric Stice & Heather ShawHeather Shaw• 157 female college 157 female college

students to view pictures students to view pictures in magazines that in magazines that contained thin, average or contained thin, average or no modelsno models

Findings:Findings:1)1) Students who viewed thin Students who viewed thin

models – stress, shame, models – stress, shame, guilt, depression, guilt, depression, insecurityinsecurity

2)2) High levels of body High levels of body dissatisfaction; symptoms dissatisfaction; symptoms associated with bulimiaassociated with bulimia

MagazinesMagazines

• Photographic techniques – blur Photographic techniques – blur realistic nature of media realistic nature of media imagesimages

• Leading consumers to believe Leading consumers to believe the models the viewers see the models the viewers see through the illusions techniques through the illusions techniques create are realistic create are realistic representations of actual representations of actual people ratherpeople rather

• Carefully manipulated, Carefully manipulated, artificially developed images artificially developed images (Stormer & Thompson, 1995, 1998)(Stormer & Thompson, 1995, 1998)

TV CommercialsTV Commercials

Research by Duane Research by Duane Hargreaves & Marika Hargreaves & Marika TiggemannTiggemann• Cumulative effect of Cumulative effect of

media exposure to media exposure to ideal body typesideal body types

• 80 random 80 random adolescentsadolescents

• 20 commercials – 20 commercials – “female thin ideals”, “female thin ideals”,

20 commercials – no 20 commercials – no physical appearancephysical appearance

Research by Duane Research by Duane Hargreaves & Marika Hargreaves & Marika TiggemannTiggemann

Findings:Findings:1)1) Exposure to the thin body ideals Exposure to the thin body ideals

=> small changes in body => small changes in body dissatisfactiondissatisfaction

2)2) Girls => > body dissatisfaction, Girls => > body dissatisfaction, > drive for thinness> drive for thinness

3)3) Boys > < body dissatisfaction, > Boys > < body dissatisfaction, > drive for thinnessdrive for thinness

** ** Evidence for cumulative media Evidence for cumulative media effects: initial media effect effects: initial media effect continued to produce changes in continued to produce changes in body image that were detectable body image that were detectable 2 years later2 years later

Research by Daniel Agliata Research by Daniel Agliata & Stacey Tantleff-Dunn& Stacey Tantleff-Dunn• 158 males 158 males

• Neutral TV Neutral TV commercials / with commercials / with male ideal body male ideal body imagesimages

FindingsFindings::

• Group that watched Group that watched ideal body images ideal body images => significantly > => significantly > levels of depression levels of depression & muscle & muscle dissatisfactiondissatisfaction

300300

“ “All the d?*ks in the show had at least a six pec. If I had a body like that I All the d?*ks in the show had at least a six pec. If I had a body like that I would be walking around in my underwear too, man! F#$%!”would be walking around in my underwear too, man! F#$%!”

(Fernandez, M., 2007)(Fernandez, M., 2007)

On the RunwayOn the Runway

• Sept 2006 – Madrid Sept 2006 – Madrid Fashion Week Fashion Week bannes models with bannes models with BMI <18BMI <18

• Uruyguayan model Uruyguayan model sisters died of sisters died of malnutritionmalnutrition

• Underweight models Underweight models still walk the still walk the runways of shows in runways of shows in London & ParisLondon & Paris

(Source: The Straits Times, 26 Mar 2007)

Singapore Fashion FestivalSingapore Fashion Festival

• Average BMI of 3 female models: Average BMI of 3 female models: 16 16 (Healthy: 18.5 - 22.9)(Healthy: 18.5 - 22.9)

• 2 male models : 2 male models : healthy BMI (23 – 27.5)healthy BMI (23 – 27.5)

• Sheila Sim: “There is added Sheila Sim: “There is added pressure for me to be thin. There pressure for me to be thin. There are so few spots for Asians in a are so few spots for Asians in a show, I have to be at least as thin show, I have to be at least as thin as the other non-Asian girls.”as the other non-Asian girls.”

(Source: The Straits Times, 26 Mar 2007)

http://www.newfaces.com/magazine/imagesx/skinny.jpeg

Research SummaryResearch Summary

• Media images of females are Media images of females are stereotypical in that they tend stereotypical in that they tend to represent females with to represent females with idealized, overly thin bodiesidealized, overly thin bodies

• Negative effects on both Negative effects on both males & femalesmales & females

• Females internalize ideal Females internalize ideal image; strive to attain it image; strive to attain it despite eating disordersdespite eating disorders

• Males reinforce ideal image Males reinforce ideal image => create additional social => create additional social pressure on femalespressure on females

““I WANT a FAMOUS FACE”I WANT a FAMOUS FACE”

http://www.mtv.com/onair/i_want_a_famous_face/pic_index_main.jpg

What can be done?What can be done?

• Critical media consumptionCritical media consumptionSensitive to media stereotypes Sensitive to media stereotypes & possible effects of media & possible effects of media exposure on attitudes & exposure on attitudes & behavior behavior

• School curricula designed to School curricula designed to expose sexual stereotypes in expose sexual stereotypes in media to reduce extent to media to reduce extent to which young girls embrace which young girls embrace idealized, overly thin body idealized, overly thin body standardstandard

RRACIALACIAL S STEREOTYPESTEREOTYPES ProblemsProblems• Problems related to the use of stereotypes:Problems related to the use of stereotypes:

– often leads to misunderstandingoften leads to misunderstanding– hurt feelingshurt feelings

• Reasons behind the problems:Reasons behind the problems:– Representation of groups are eitherRepresentation of groups are either

•untrue generalizations,untrue generalizations,

•unflattering generalizations,unflattering generalizations,

•or truthful generalizations about a group or truthful generalizations about a group which are untrue of any given member of which are untrue of any given member of a group a group

Racial StereotypesRacial Stereotypes

• Still present in today’s television Still present in today’s television dramas, sitcoms, and moviesdramas, sitcoms, and movies• Can also be known as Ethnic stereotypeCan also be known as Ethnic stereotype

– a generalized representation of an ethnic a generalized representation of an ethnic group, composed of what are thought to group, composed of what are thought to be typical characteristics of members of be typical characteristics of members of the group the group

• Use of such stereotypes is usually demeaning Use of such stereotypes is usually demeaning even when the characteristics might be even when the characteristics might be considered positive because it tends to discount considered positive because it tends to discount the importance and uniqueness of the individualthe importance and uniqueness of the individual (“Ethnic stereotype”, 2007)(“Ethnic stereotype”, 2007)

Ethnic stereotype. (2007) From In: Wikipedia, the free encyclopedia. Retrieved March 9, 2007, from http://en.wikipedia.org/w/index.php?title=Ethnic_stereotype&oldid=118090118

Frito-Lay ExampleFrito-Lay Example

• Example ~ Frito-Lay CompanyExample ~ Frito-Lay Company– Used cartoon character to convey Used cartoon character to convey the message that Fritos corn chips the message that Fritos corn chips are deliciousare delicious– Character was known as “Frito-bandito” Character was known as “Frito-bandito” – Because of his appearance and Mexican accent, he Because of his appearance and Mexican accent, he

as clearly identified as a Mexicanas clearly identified as a Mexican– The Mexican community protested because The Mexican community protested because

•The image of Frito-bandito depicts an undesirable The image of Frito-bandito depicts an undesirable stereotypestereotype

• Image associates the ethnic group with crime and Image associates the ethnic group with crime and thieverythievery

Study: Study: Overrepresentation of African Overrepresentation of African AmericanAmerican

• Research Study by Travis Dixon and Daniel LinzResearch Study by Travis Dixon and Daniel Linz– Content study designed to reveal Content study designed to reveal

information about how TV newscasts in information about how TV newscasts in major U.S. city represented African major U.S. city represented African Americans and Latinos in stories about crimeAmericans and Latinos in stories about crime

– Sample:Sample:•116 news broadcasts, 116 news broadcasts,

•Including examples from virtually every news Including examples from virtually every news program broadcast in the Los Angeles areaprogram broadcast in the Los Angeles area

ResultsResults

• Intergroup comparisonIntergroup comparison

– Comparison of the percentage of one Comparison of the percentage of one group to the percentage of another groupgroup to the percentage of another group

– Found that the news coverage in their Found that the news coverage in their sample included 129 perpetrators of sample included 129 perpetrators of criminal offensescriminal offenses•69 were Black perpetrators69 were Black perpetrators•40 were White perpetrators40 were White perpetrators

ResultsResults

• Interrole comparisonInterrole comparison– Used to compare the distribution of the same Used to compare the distribution of the same

group of people according to particular rolesgroup of people according to particular roles– Coded the race of the police officers depicted Coded the race of the police officers depicted

in the news as well as that of the perpetratorsin the news as well as that of the perpetrators•87 Blacks depicted in their sample of news87 Blacks depicted in their sample of news

– 69 appeared as perpetrators of crime69 appeared as perpetrators of crime– 18 appeared as officers18 appeared as officers

•133 Whites depicted in their sample of news133 Whites depicted in their sample of news– 40 appeared as perpetrators40 appeared as perpetrators– 93 appeared as officers93 appeared as officers

ResultsResults

• Interreality comparisonInterreality comparison– Comparing the percentages of Blacks, Comparing the percentages of Blacks,

Whites, and Latinos who appeared in TV Whites, and Latinos who appeared in TV crime stories with the percentages that crime stories with the percentages that showed up in actual crime statisticsshowed up in actual crime statistics

– Actual crime dataActual crime data•21% Blacks accounted for criminal arrests21% Blacks accounted for criminal arrests•28% Whites accounted for criminal arrests28% Whites accounted for criminal arrests•47% Latinos accounted for criminal arrests47% Latinos accounted for criminal arrests

– Data shown on TV newscastsData shown on TV newscasts•37% of TV news perpetrators were Blacks37% of TV news perpetrators were Blacks•21% of TV news perpetrators were Whites21% of TV news perpetrators were Whites•29% of TV news perpetrators were Latinos29% of TV news perpetrators were Latinos

Local ContextLocal Context

• In a report on IPS Research Forum on Ethnic In a report on IPS Research Forum on Ethnic Relations in Singapore, showed how the media Relations in Singapore, showed how the media representation of ethnicity is like with regards to representation of ethnicity is like with regards to local television and filmlocal television and film– Stereotypes of the following ethnic categories:Stereotypes of the following ethnic categories:

• Westernized, English-educated Chinese:Westernized, English-educated Chinese:– Bad attitude to Mandarin and Chinese cultureBad attitude to Mandarin and Chinese culture– Masculinity - feminine and homosexual, Masculinity - feminine and homosexual,

excessively macho, rationalexcessively macho, rational– Femininity - calculative and career-mindedFemininity - calculative and career-minded

• Chinese-educated Singlish-speaking:Chinese-educated Singlish-speaking:– Singaporean identitySingaporean identity– Class (heartland) identityClass (heartland) identity– Chinese identityChinese identity

Local ContextLocal Context

• Chinese-educated dialect-speaking:Chinese-educated dialect-speaking:– Obsessed with moneyObsessed with money– Crude, insensitive, and sleazyCrude, insensitive, and sleazy– Superstitious, hypocritical and cruelSuperstitious, hypocritical and cruel– Violent and criminalViolent and criminal

• MalaysMalays– BuffooneryBuffoonery– Masculinity - irrational and violentMasculinity - irrational and violent– Femininity - submissive, objectified and Femininity - submissive, objectified and

instrumentalinstrumental

Local ContextLocal Context• IndiansIndians

– Comic effect – absurdity, buffooneryComic effect – absurdity, buffoonery– Fear – authority, violence and perversionFear – authority, violence and perversion

• EurasiansEurasians– Cool, sexually attractive, but shallow, Cool, sexually attractive, but shallow,

unintelligent, inauthenticunintelligent, inauthentic– PerversePerverse

• WesternersWesterners– Confrontational and anti-authority, rational and Confrontational and anti-authority, rational and

disrespectfuldisrespectful– Male chauvinist, opinionatedMale chauvinist, opinionated– Unfair competition from second-rate foreign talentUnfair competition from second-rate foreign talent

Tan, K. P. (2002, October 24) "Ethnic representation on local film and television". Institute of Policy Studies Research Forum on Ethnic Relations in Singapore. Retrieved March 9, 2007, from www.ips.org.sg/reports/erp_2002/rp_erpforumreport.pdf

Rise of Pan-AsiansRise of Pan-Asians

• Modeling agenciesModeling agencies

Rise of Pan-AsiansRise of Pan-Asians

Pan-Asian models are wanted in almost every post

Local Brands but Non Local Local Brands but Non Local ModelsModels

Is Eliminating Racial Is Eliminating Racial Stereotypes Possible?Stereotypes Possible?• Racial stereotypes are unfair and degrading to a Racial stereotypes are unfair and degrading to a

certain extentcertain extent• It is unrealistic to eliminate all ethnic stereotypes It is unrealistic to eliminate all ethnic stereotypes

becausebecause– Stereotypes are resilient and efficient images Stereotypes are resilient and efficient images

that help us to give order to a complex worldthat help us to give order to a complex world– In film and television programs, audiences In film and television programs, audiences

connect more readily with characters and connect more readily with characters and situations that are familiar and recognizablesituations that are familiar and recognizable

– Many successful comedies are very dependent Many successful comedies are very dependent upon stereotypesupon stereotypes

Minimizing Racial Minimizing Racial StereotypesStereotypes• How to minimize racial stereotypes:How to minimize racial stereotypes:

– eliminate negative stereotypes and eliminate negative stereotypes and promote positive ones (though it might promote positive ones (though it might be quite difficult)be quite difficult)•through positive social transformations, through positive social transformations,

e.g. role modelinge.g. role modeling– Creating alternative images and Creating alternative images and

messagesmessages•By creating new, more diverse, By creating new, more diverse,

complex, and empowering complex, and empowering representationsrepresentations

FACE-ISMFACE-ISM AN INTRIGUING & UNDER-STUDIED AN INTRIGUING & UNDER-STUDIED MEDIA DEPICTIONMEDIA DEPICTION

What is the Face-ism Effect?What is the Face-ism Effect?

• Spark’s Definition:Spark’s Definition:Tendency to represent people in terms of their face or Tendency to represent people in terms of their face or head as opposed to their bodyhead as opposed to their body

• Characterized into 2 aspects Characterized into 2 aspects (Costa & Bitti, 2000)(Costa & Bitti, 2000)– Greater number of close-up shots, in comparison to Greater number of close-up shots, in comparison to

distance shots that can be found in the media, for distance shots that can be found in the media, for certain categoriescertain categories

– Attribution of positive qualities to people Attribution of positive qualities to people photographed in close shots instead of whole figurephotographed in close shots instead of whole figure

Face-ism IndexFace-ism Index

• Face-ism Index:Face-ism Index:– ratio of 2 linear measurementsratio of 2 linear measurements– Numerator: Numerator:

distance (mm) from top of head to lowest point distance (mm) from top of head to lowest point of the chinof the chin

– Denominator: Denominator: distance (mm) from top of head to lowest distance (mm) from top of head to lowest visible part of the bodyvisible part of the body

• Averages:Averages:– Male: 0.65Male: 0.65– Female: 0.45 (30% lesser than males) Female: 0.45 (30% lesser than males)

Research on Face-ism: Five Research on Face-ism: Five Studies of Sex Differences in Studies of Sex Differences in Facial ProminenceFacial Prominence• By Archer, D., Iritani, B., Kimes, D. D., & By Archer, D., Iritani, B., Kimes, D. D., &

Barrios, M. (1983)Barrios, M. (1983)• Purpose of Study:Purpose of Study: Extent to which face-ism might be Extent to which face-ism might be

present in present in private and public representationsprivate and public representations• Drawings of college students requested Drawings of college students requested

from both male and femalefrom both male and female– Finding:Finding:

Male images have higher face-ism ratiosMale images have higher face-ism ratios

Face-ism: Five Studies of Face-ism: Five Studies of Sex Differences in Facial Sex Differences in Facial ProminenceProminence• Hypothesis: Hypothesis:

Images reflect a real biological difference where Images reflect a real biological difference where male heads are larger than femalesmale heads are larger than females

•Not supportedNot supported• Manipulation of face-ism ratios for photos of the Manipulation of face-ism ratios for photos of the

same individualsame individual– Finding: Finding:

People who were high on facial prominence People who were high on facial prominence in photos are perceived more intelligent, in photos are perceived more intelligent, more ambitious, better-lookingmore ambitious, better-looking

Faces in the News: Gender Faces in the News: Gender Comparisons of Magazine Comparisons of Magazine PhotographsPhotographs

• By Sparks, G.G., & Fehlner, C.L. (1986)By Sparks, G.G., & Fehlner, C.L. (1986)

• Presidential Campaign PhotosPresidential Campaign Photos– Face-ism ratios of Ronald Reagan, George Face-ism ratios of Ronald Reagan, George

Bush, Walter Mondale, Geraldine Ferraro Bush, Walter Mondale, Geraldine Ferraro equivalentequivalent

• But in magazines, face-ism effect was foundBut in magazines, face-ism effect was found– Males have higher levels of facial prominenceMales have higher levels of facial prominence

Why Face-ism Ratios are Why Face-ism Ratios are the Same for Presidential the Same for Presidential Candidates?Candidates?• Presented in photos that were Presented in photos that were

framed identically and appeared as framed identically and appeared as offsetting, competing representationsoffsetting, competing representations

• In politics at the national level, press In politics at the national level, press is constrained to represent is constrained to represent candidates in a photographically candidates in a photographically similar manner, regardless of gendersimilar manner, regardless of gender

DDOES OES FFACEACE--ISMISM O OCCURSCCURS in the Sin the SINGAPOREINGAPORE PPOLITICALOLITICAL S SCENECENE??

Members of ParliamentMembers of ParliamentFemalesFemales

Mrs Yu-Foo Yee Shoon

Holland-Bukit Timah GRC

Mrs Josephine TeoBishan-Toa Payoh GRC

(Source: http://www.parliament.gov.sg/AboutUs/Org-MP currentMP.htm)

Face-ism Ratio: 37/50 = 0.74

Face-ism Ratio: 36/50 = 0.72

Members of ParliamentMembers of ParliamentMalesMales

Dr Lee Boon YangJalan Besar GRC

Dr Vivian BalakrishnanHolland-Bukit Timah GRC

(Source: http://www.parliament.gov.sg/AboutUs/Org-MP-currentMP.htm)

Face-ism Ratio: 34 / 47 = 0.72

Face-ism Ratio: 37/47 = 0.79

Face-ism in Singapore’s Face-ism in Singapore’s Political ScenePolitical Scene

ConclusionConclusion

• Proven that face-ism does not occur Proven that face-ism does not occur in Singapore’s Political Scenein Singapore’s Political Scene

Interesting Aspect of Face-Interesting Aspect of Face-ism Effectism Effect

• High Facial Prominence = More High Facial Prominence = More positivepositive– Head is where the brain is; head, the Head is where the brain is; head, the

center of an individual’s intelligencecenter of an individual’s intelligence

• Have negative implications for Have negative implications for evaluation of womenevaluation of women

Awaiting StudyAwaiting Study

• Heavy media consumers who spend Heavy media consumers who spend more time processing faces that are more time processing faces that are systematically different according to systematically different according to the sex-biased face-ism effect might the sex-biased face-ism effect might more likely to show this effect in more likely to show this effect in their own drawingstheir own drawings

Race Differences in Face-Race Differences in Face-ism: Does Facial Prominence ism: Does Facial Prominence imply Dominance?imply Dominance?• By Zuckerman, M., & Kieffer, S.C. (1994)By Zuckerman, M., & Kieffer, S.C. (1994)

• Images of Black would have lower facial Images of Black would have lower facial prominence than images of whitesprominence than images of whites

• People represented in photos with higher People represented in photos with higher facial prominence were perceived as facial prominence were perceived as being more dominantbeing more dominant

Concluding with:Concluding with:

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