Gender and the media

Question 1

Representation of gender
- Rosalind Gill

Answer 1

Representation of gender is not neutral: shaped of cultural and historical factors that construct gender

Question 2

Transmission model and gender in the media
- 1980s

Answer 2

Transmission model: message between sender and receiver
- belief that this model allows the media to construct and shape gender representation
E.g stereotypes and ideologies of women and femininity

Question 3

Six concepts of gender

Answer 3

1. gender as an issue in relation to differences & inequality
2. gender as distinction of biological differences
3. gender as a process: ‘one is not born, rather becomes a woman’ - Simone De Beauvoir 1949
4. gender as discourse: learned through culture, not biology
5. gender essentialism - there are inherent differences between men and women beyond biological ones (highly critiqued)
6. gender codes are contextual & historically changing; contextual (different depending on place, culture - based on context)

Question 4

Gender and the media

Answer 4

• interest in representation in the media
• symbolic annihilation: women are underrepresented in media, portrayed negatively or submissive to men which shapes how they are treated in public/private spheres
• ads are targeted to women as consumers of society

Question 5

Commodifying feminism in the media

Answer 5

• 1970’s empowering women in the media as selling technique
• ads sometime subtly pushed women out of their gender roles

Question 6

“Femvertising” and “woke-washing”

Answer 6

• Contemporary development ‘girl power’ in the media, marketing strategy to appealing to women empowerment, equality, social justice
• critique questions sincerity: does this produce actual change?
• “woke washing” comparable and intersectional term: manipulating social justice movements for profit?

Question 7

Post-structural feminism

Answer 7

• Feminism is intersectional and gender roles are constructed by discourse - such as the media that we consume
• argues that traditional feminist theories neglect class and race

Question 8

Feminist media studies

Answer 8

Shift from text to audience: discourse directed at women
E.g women’s fiction (Netflix, books etc.)

Question 9

Audience and the media

Answer 9

Audience questions the transmission model; media does not carry all of the power as an audiences chooses what to interact with and engages with media based on personal/cultural experiences

Question 10

Active interpretation
- Gill

Answer 10

Term describing the audiences participation in engaging with media messages based on personal and cultural experiences

Question 11

Diversity in media interpretation

Answer 11

Different groups understand media messages differently based on social identity

Question 12

Discursive construction of culture

Answer 12

The media constructing people’s attitudes toward certain groups
E.g media representing Hispanic in a bad light shapes negative perception toward that group

Question 13

Gender and media: extending the field

Answer 13

-Since 1980’s gender studies includes men and the constructed discourse on masculinity
-Race
-Since 90s/2000’s aimed attention at queer and trans: gender/sex/sexuality understood as a continuum

Question 14

Strategic essentialism

Answer 14

Political strategy emphasising certain aspects of a group or gender in making them superior

Question 15

Methods:
Specific texts and audiences vs. intersectional analysis

Answer 15

specific texts and audiences:
speaking to one group about certain experiences (E.g everyday experiences of the trans community)
vs.
intersectional analysis:
understanding gender as significant element in power relations - but coexists with other elements such as race, sexuality, class etc.