Week 6

Question 1

What are F and G studies concerned with

Answer 1

They are concerned with both the micro and the macro

Question 2

How does F and G view society

Answer 2

As patriarchal

Question 3

What is a patriarchy?

Answer 3

It is a system of society or government where men hold the power and women are largely excluded from it

Question 4

What does advertising encourage and reinforce

Answer 4

Reinforces sexist stereotypes and encourages the sexualization and abuse of women

Question 5

What do ads create and exploit to sell products

Answer 5

Insecurities.

Question 6

What is sex

Answer 6

It is biolgoical, anatomical, think sex chromosomes

Question 7

What is gender

Answer 7

Socially constructed and created (e.g. pronouns, the way you dress and behave)
refers to your sense of being male or female and playing those roles as defined by culture and soceity

Question 8

Why do advertisers use sexist and genedered stereotypes

Answer 8

According to jahlly, advertisers choose an area of social life that can be easily communicated with a glance and that reaches to the very substance of our individual identity
and stereotypes abiout gender do just that, they reach our very core
and are easily communicated to a large audience

Question 9

What does it mean gender as performative and who came up with the theory

Answer 9

Judith buter
Gender as stylzied repition of acts overtime
acts of repition about fitting into gender norms, but also about gender policing-punishing or disciplining those who do not abide by gender norms
we create, recreate and rerproduce our gender through what we do and do not do
and advertisements provide examples of how to perfrom gender

Question 10

What does the beauty industry create?

Answer 10

it creates the ultimate woman in the unattainable image of the provocatuery
but these images are unattainable in reality, even for the perfect models who are displayed in these advertisements as even they have a lot of photoshop done on them

Question 11

What is the beauty myth and who came up with the theory

Answer 11

Naomi wolf, and it refers to the harmful and unattainable standardds that are perpetuated by the media
a generalized atmosphere in which images of beauty in advertising excercise control over women as well as oppresses and suppreesses them

Question 12

What is hegemonic masculintiy

Answer 12

reflecting normative behavioural ideals for males in a culture in a particular period: this usually includes
- whiteness
- emotional detachment
- anti feminity and misogny
- anti homosexuality

Question 13

What did stamps and golombisky study

Answer 13

the sexualized representation of women in fashion advertising found in mens metrosexual magazines
they analyzed five ads that were purposively selected to represent worst offenders in terms of sexual content
the target audience was men aged 22-35
analysis derives from understandings of gender as both hegemonic social pattern and performative embodiment

Question 14

What does it mean sex sells and what kind of sexual content is included in advertising

Answer 14

models nudity or stage of undress
models sexual behaviour and pose, including gaze and physical contact/interaction with others
model physical or attractiveness
sexual innuenods
sexual embeds targetnig the subciounse

Question 15

What do sexualized images of women tend to do

Answer 15

they emphasize a gender hierarchy that subordinates women
dehumanize and objectify womens bodies: body chopping
submit women to the voyerurs of scopophilia (sexual gratification from looking at sexual images)
naturalize violence against women
and erotivize pedophilia

Question 16

What do you usually see in commercials targetted at men to consume beauty products

Answer 16

the seuxalized women as must have gear, annoucing heterosexuality in a magazine genre devoted to teaching young men to care about their physical appearance
the sexualized images of women function not to promise sex but to certify manhood.

Question 17

What are advertisers afraid of when advertising mens beauty products

Answer 17

they are afraid that the products will be perceived as girly or gay, so in order to ensure that their audience is not disuadded from buying their products, they include sexual images of wmen to communicate this for straight manly men

Question 18

What did Jackson and Lee focus on in their paper

Answer 18

they looked at speights, one of new zealands renowned breweries and beer brands in order to explore the ways in which its promotional culture illuminates notions of a crisis of masculinity

Question 19

What is A Stereotypical Kiwi bloke and what are the 3 rs accoridng to jackson and lee

Answer 19

Kiwi bloke follow the 3 r’s: Rugby, Racing and beeR
so you often see advertising with inclusive themes about sport, beer, and mateship.
it promotes the belief in the alleged ‘hard man’ ethos.
Kiwi bloke as the strong silent type who enjoys beer with his mates, matches rugby and bets on horse races every now on then.

Question 20

How has the kiwi bloke had consequences for men

Answer 20

poor levels of health
high rates of imprisonment
domestic suicide
and divorce

Question 21

What role does beer play in signifying and symbolising masculinity?

Answer 21

it functions as medium form man men to initiate them into adulthood, demonstrates their masculinity and forms relationships with other men

Question 22

What does beer advertising try to associate sex with?

Answer 22

Associate it with attractive.
“consumption of beer confirms ones sense of masculinity, solidifies ones membership in community of men and positions men as consumers of sexy women.

Question 23

Because of the way beer is advertised what does it construct.

Answer 23

it is intergal into the construction comprehension and presercation of masculinity, especially the masculine ideals of a hegemonic nature,

Question 24

what does beer advertising align itself with?

Answer 24

the idea of perserving and protecting masculinity.

Question 25

What do Beer advertisements reinforce and how should we look at it from a SI perspective

Answer 25

They attempt to show us how men should be men and that they are not real men if they dont follow these ideals
looking at from SI perspective, advertising shows us how to be men, reinforcing already negative stereotypes

Question 26

What are the three key dimensions about the speight campaign

Answer 26

1. exploitation of soceital cleavages
2. explicit use of nostalgia
3. ommision of other masculinities