JOUR 3745 1st Edition Lecture 8 Outline of Last Lecture I. Social Identity a. Social identificationb. Characteristics II. Stereotypes a. Social psychological perspectives b. Cultural/ criticalc. Impact III. Physical stereotypesa. Women b. Men Outline of Current Lecture I. Sexual stereotypes a. Hyper sexualityb. Gender display II. Objectificationa. The male gaze theoryIII. Women music and pornography a. Waves of feminism b. Female role stereotypes IV. 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 form2 Observations by Goffman1) Defenselessness 2) SexualizedThe 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 - DehumanizationProponents - 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 imagesWaves of feminism- First wave- 19th century womeno 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 equalityo Subgroups- “lipstick feminists”o “I’m fine with wearing sexualized clothes and being objectified as long as its mychoice.” 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 ownersYoung 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