week 14 - gender and advertising
TRANSCRIPT
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G205 Week 14 ² Maitrayee Chaudhuri
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What is the product?
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What is the product?
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Write your name on a piece of paper. Write as much as you
can about this in the next ten minutes WITHOUT looking at
notes/article.
1. Who is the ´New Indian?µ
2. Explain how branding is related to the ´New Indian.µ
3. What is ´the rhetoric of globalization?µ
4. How is the ´New Indianµ gendered?
Pass your answers to me.
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http://www.yout
ube.com/watch?
v=zIbzSlB jmGs
http://www.youtube.com/watch?
v=1bpOtnAgze0
&feature=related
http://www.yout
ube.com/watch?
v=dySPdBxNkNs
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Universal
´National Cultureµ
Displacement shifts to ́ nottaking sidesµ or ´unbelongingµin new internationalism(377)=legitimate publicdiscourse
o Not displacement ordispossession.
Global and cosmopolitan
Household as site of consumption (like Peiss/Rooks?)376
Ethnic, not Desi
Non Gender Specific
New Woman
New Man
Heterosexual
Upwardly mobile
Powerful
Successful (meritocracy)
Representation of equal
access to resources
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Global economy create ideological shift in India
Norms are branded (375-6)
The New Indian within a National Cultureo Progressive, consumerism, cosmopolitan (not
dispossessed/displacement),
All MEN are included in the idea of the masses but read throughthe representation of women
liberalization / liberalism
Branding of the Self
Middle Class status (castes)
Ethnic not Desi (378)
Consumer citizenship? (376)
Gendering magazines/products/consumers
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http://www.youtube.com/watch?v=6ifFFUe-VxM
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Choice«.you can make the choice to distance yourself from
being a ´native slob.µ (379)
Sensual (379) and Sensitive (382)
Upwardly mobile (power and success) REALness (381)
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New
´Alone timeµ
Meditation
Healing by self reflection
Purchase power ´Shingarµ
Modern
Middle class
Traditional Male oriented
Family centered
Old
Traditional
Male oriented
Family centered
Impoverished
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Shushmita Sen, 1st Indian Miss Universe
She ´tells him what she likes.µ
Space for the self & meditation forhealing.µ(382).
Essentialist - ´The essence of a woman ismotherhood and teaches a man to loveand care.µ (383)
http://www.youtube.com/watch?v=VNY57jPitWk
http://www.youtube.com/watch?v=7PDqsS6VCek (Miss Universe)
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1. Who is the ´New Indian?µ
2. Explain how branding is related to the ́ New Indian.µ
3. What is ́ the rhetoric of globalization?µ
4. How is the ´New Indianµ gendered?
5. How has subjectivity changed in India since the late 1990s, according to
Chaudhuri?6. How has your understanding of ´consumer citizenshipµ changed over the
course of the semester? What in particular does Chaudhuri contribute to the
conversation on consumerism that Peiss, for example, did not?
7. How does Chaudhuri·s article intersect with Kathy Peiss·s article about
American modernity and womanhood?
8.Lutz and Collins discussed the 1
st
versus 3
rd
World representations. How doesthis article take on the idea of the 3rd world?
9. To what extent have issues such as multiculturalism been turned into brand
names for the sake of commercial profit? Examples?
10. If branding creates a one-way glossy irrefutable message, doesn·t this
contradict the basic tenet of multiculturalism?
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Compare and contrast corporate personhood in the film The Corporation/ Bose and Lyons Critical CorporationStudies / Klein·s No Logo with Chaudhuri·s ´Gender and Advertisements: The Rhetoric of Globalisation.µ
How is personhood understood in the film/Bose/Klein versus in the Chauduri article?
How specifically does normative gender figure into these constructions of subjectivity?
You do not have to write about the film AND Bose AND Klein, however, you must use at least one of the sources on
corporate personhood to address the blog.
Resources you may use (min. of 2 required):
-The Corporation
-Bose and Lyons ² ´Toward a Critical Corporate Studies,µ by Purnima Bose and Laura E. Lyons in (ed.) PurnimaBose and Laura E. Lyons, Cultural Critique and the Global Corporation. Bloomington: Indiana University Press,2010.
-Klein, Naomi. No Logo, London: HarperCollins
- Chaudhuri, Maitrayee, ´Gender and Advertisements: The Rhetoric of Globalisation,µ by Maitrayee, W omen·s
Studies International Forum, Vol. 24, No. ¾ p 373-385, 2001.
Blog Due April 22, 2011 at 5 p.m. in oncourse/assignments/blog 5/6 and two comments URL due inoncourse/assignments/blog 5/6 by Sunday April 24, 2011 at noon. (Must be 900 words, use at least two criticalterms, and must cite at least two readings from the course).
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Peiss, Corporate Personhood, and Normative Subjectivity
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Definitions of multiculturalism/ culturalpluralism
A term describing a state of affairs:o the coexistence of many cultures in a locality,
without any one culture dominating the region. A term describing a policy:
o To encourage all nationals to integrate into their society andtake an active part in its social, cultural, economic andpolitical affairs
o To encourage racial and ethnic harmony and cross-culturalunderstanding, and discourage ghettoization, hatred,discrimination and violence.
Cultural pluralism, when small groups within a larger societymaintain their unique cultural identities
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Relating to several cultural groups
Co-existing
Inclusive - allows the equivalence of thoseseveral
Respect for, and acceptance of, differences
Breaks the binary pattern of superior/inferior - invader/indigenous - imperial/provincial
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Norms
All women are included in the idea of the masses (Questionthe category of woman)
Structure/infrastructure/structuralism
Identity via ´way of lifeµ (consumerism)
Respectability /femininity/uplift
Masculinity and productivity
Gendering spaces
´Way of lifeµ=representation of class standing (respectability), associated with femininity andfrivolity=Consumer citizenship
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Corporations are distinct legal entities which exist separate
from shareholders as shareholders have limited liability.
Corporations can engage in civil litigation.
Corporations can own property (called ´islandingµ intransnational real estate interactions, Bose and Lyons).
Corporations are immortal.
Is this an ultimate way to escape gender?How have we understood personhood (subjectivity) thus far?
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o Binary opposition
o Body as visible proof of difference (inherent/innate/essential)
o Sexed as male/female
o Sexed body experienced through adherence to gender norms.
o Gender is experientially different for males and females via their variousembodiment of and associations with masculinity and femininity.
o Sex, Gender are assumed to be dimorphic and mutually exclusive,invariant, fixed, and constant across time and space.
o Heterosexuality or a sexual attraction to the ´opposite sex,µ is a conditionof this norm. Normative gender has been theorized as depending upon´compulsory heterosexualityµ (Adrienne Riche).
o Normative is problematic: does not account for the fluidity of genderedexperiences, such as corporate personhood or consumer citizenship. Nordoes it account for change over time or across space/place.
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United States
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Means: social ads / Public Service Ads (PSAs)
AD COUNCIL MISSION
Our mission is to identify a select number
of significant public issues and stimulate actions
on those issues through communications programs
that make a measurable difference in our societies.
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Racial Cooperation
http://www.adcouncil.org/issues/antidiscrimination/
µI am an American¶ post 9/11 campaignE Pluribus Unum, or Out of Many, One.
From the nation's original creed rises a message that
has never been more appropriate than now« thatdiversity unites America, and that in the wake of this
national tragedy, now is the time to embrace and
celebrate that diversity instead of letting it divide us.
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http://www.cre.gov.uk/
The unique faces of Britain poster campaign celebrates
and encourages recognition of ethnic diversity in this
country. It acknowledges modern Britain for what it is - a
fascinating multicultural, multi-racial, multi-faith nation
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³The Family of Man
has been created in a
passionate spirit of
devoted love and faithin man.
It was conceived as a
mirror of the essential
oneness of mankind
throughout the world.´
Edward Steichen, curator,
1955.
503 photographs
68 countries
2 million submissions
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I am an American
By showing people of many ages, races, and religions
saying the simple yet powerful line "I am an American,"the advertising communicates the idea that our differences
equal the very foundation and spirit of this nation.
http://www.adcouncil.org/campaigns/I_am_an_American/
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We all came over in different ships, but we¶re in the same boat now.
Our origins, skin colors or religions may be different
But our hearts are all in the same place.
Please show tolerance for your fellow Americans
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AMERICANS STAND UNITED
Will hate bring it all back?Will it
bring back the innocence?T
hesense of security? «Will hate
make us better than those who
hate us?«
Hate is our enemy, and whenwe start to hate other Americans
we have lost everything. Hate has
taken enough from us already.
Don¶t let it take you.
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The Freedom Center's mission is to inspire people to speak
up in the face of injustice and for the spirit of freedom.
http://www.freedomcenter.org/
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Benetton advertising
campaigns
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V ogue India (above), Cosmopolitan
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Cosmopolitan, American Edition,
March 2007.
Cosmopolitan, British Edition,
August 2000.
the COSMOPOLITAN effect
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Cosmo South Africa, May 2008 Cosmo South Africa, December 2007
the COSMOPOLITAN effect