JOUR 3745 1st Edition Lecture 8 Outline of Last Lecture I Social Identity a Social identification b Characteristics II Stereotypes a Social psychological perspectives b Cultural critical c Impact III Physical stereotypes a Women b Men Outline of Current Lecture I II III IV Sexual stereotypes a Hyper sexuality b Gender display Objectification a The male gaze theory Women music and pornography a Waves of feminism b Female role stereotypes Female empowerments campaigns Current Lecture Sexual Stereotypes Hypersexuality an overemphasis on sexuality by way of clothing body proportions poses actions and camera angels Gender Display The process of performing of the roles expected of us by social convention Code the shorthand language that everyone shares a set of rules a code of behavior Goffman s main argument There are patterns of masculine and feminine displays and poses in ads that perpetuate who is more powerful or dominant hegemeony These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Objectification Any presentation emphasizing sexually suggestive sexually suggestive body parts and or not including the head Objecting demeaning dehumanizing Role product congruity Ritualization of Subordination a classic stereotype of deference is that of lowering oneself physically in some form 2 Observations by Goffman 1 Defenselessness 2 Sexualized The Male Gaze feminist theory The image of a woman is created from the perspective of an implied male observer What effect do these types of images have on women Critics Media effects Self esteem Hegemonic patriarchal system Inequalities Dehumanization Proponents Media effects Long vs short term effects Individual differences Women Pop Music and Pornography Levande s General Argument 1990 s female pop stars sexualized media ownership deregulation 1996 relaxation of cross media ownership in 2003 conglomerates cross media ownership pornography industry pornographic images mainstream female pop stars hyper sexualized images Waves of feminism First wave 19th century women o Employment education and most importantly right to vote Second Wave Started in the 60s o Focus on equal education equality with men o Equal sexuality right to abortion birth control Third Wave In response to second wave o Didn t focus enough on equality o Subgroups lipstick feminists o I m fine with wearing sexualized clothes and being objectified as long as its my choice Feminism Hijacked Levande Subgroup of third wave feminists Use of feminist rhetoric with sexual commodification is not incidental girl power Feminism has been hijacked Levande challenges assumption of TWF subculture regarding choice Political economy sexuality commodified to increase profits Pop stars are commodities manufactured marketed and sold by their owners Young Pop Stars Female Role Stereotypes 1950s 1960 s Reflect social patriarchy housewives and mothers 1970 s Women s lib movement Producers move beyond nuclear family 1980 s Superwoman women worked outside the home raised family and ran household 1990 s present Diverse roles but inequities still persist more complex roles stereotypes persist sexualized images Female Stock Characters The popular girl The female clique Tomboy Girl next door Seductress Damsel in distress The transformed girl Nerd Female Empowerment Campaigns Commodified feminism marketers who sell products to women using femanists ideals and empowerment as the brand and advertising strategy