Gender Flashcards
1980s
Saw a new breed of glossy magazines aimed at middle-class men. Say they should get in touch with their feminine side, treating women as equals an active fatherhood is important
Hegemonic masculinity: Cornell
Impression that the real man is based on his strength and aggression. However it is a myth and unable to reach this goal. Cornell uses this term to describe how society has created a typical male.
Tuchman
Claim that women are represented in our range of roles whilst men occupy a full range of social and occupational roles. Roles for women are house wife, sex object and mother
Westwood
Claims that we are now seeing a more transgressive female roles on British TV as a result of women having aspirational attitudes and positive attitudes towards education.
Mulvey
Argued that filmmakers adopt the male gaze where the camera lens eyes up the female characters creating pleasure from men
Changes, gauntlett
Identified the following changes, increase in the proportion of the main female characters
Decrease of women his main job was a housewife only 3%
men and women tend to have similar skills in movies
Wolf
Suggested that the media perpetrates The beauty myth that women are valued in terms of men
Metrosexual male, mort
Post-modernists argue gender divisions are less clear cut. Mort says there is there rising male fashion magazines reflecting the change in social attitudes of men and the metrosexual man. However is argued that it’s a product of advertisers to sell products
Visibility
In 1990 89% of voice-overs were male in TV commercials and women made up of 14% of main stars in TV programmes in the evening
Ferguson
Conducted content analysis of magazines from 1949 – 1988 And found that women are under pressure to be an ideal woman she argued that magazines encourage a cult of femininity in other words encourage themselves in terms of being goodwives of mothers.
Marginalised and trivialised
Women’s issues have been marginalised meaning it is not very important most newspapers have women’s pages treating them in as a special group of specific needs and often they are trivialised
Sex appeal
Is the pressure to conform to a certain physical type is reinforced by traditional sexual objectification, in some sections of the media, women are presented as sexual objects to be enjoyed my most extreme is pornography and page 3 models
Victims
Women are seen as vulnerable and victims in need of protected by men and from men such as big box office hits.
