Class Notes (973,587)
CA (573,441)
Trent (3,228)
WMST (108)
WMST 1000Y (108)
Funke A (40)
Lecture 2

WMST 1000Y Lecture 2: 2018_01_18_Lecture 2
Premium

by OneClass2314339 , Fall 2017
2 Pages
15 Views
Fall 2017

Department
Women's Studies
Course Code
WMST 1000Y
Professor
Funke A
Lecture
2

This preview shows half of the first page. Sign up to view the full 2 pages of the document.
References mla format
Submitted on blackboard
Lecture outline:
o Media and advertising influences
o Historical development of advertising
o Rise of consumer culture
o Male gaze
o Curious case of Disney
Binary and hierarchy: either/or and a list of best to worst, power to disempowered,
privileged to oppressed, “civilized” etc. Used to perpetuate transphobia, racism,
classism…
Heteronormativity: the belief that only heterosexuality is acceptable, assumed, and
normal. Used to feed transphobia…
Advertising has been called: the most influential institution of socialization in modern
society
Advertising as a cultural form: displays a preoccupation with gender
Pre-industrialization (pre 1800): products produced and consumed at home or in nearby
communities
Industrialization (1800-1875): middle class, with regular wages and factory work,
changed and concentrated economic bases
Consumer culture era (1875-1918): a way of life that centered on consumption
1920s: after WWI, advertising found fame and glamour. People seek pleasure in
commodities
WWII and the 1950s (1942-1960): advertising closely linked to the war effort. Branding
of patriotism.
Peace, Love and revolution (19601972): sexual and youth revolutions. Youth and
hipness to help sell items.
1970s-1980s: height of second wave of feminism
designer era (1980s-1992) brand labels move from inside clothing to outside
internet and e-revolution (1993-200s) internet branding and interactive media
consumer culture: economy is focused on the selling of consumer goods and the spending
of consumer money
gendered identities connected to the messages that we receive through media and
consumer culture
women are presented as sexual objects to be enjoyed by men laura mulvery
camera acts as the masculine eye from a male viewpoint
the male is often perceived to the active viewer while the female is positioned as the
passive object
common constructions in the media
o the domestic woman vs sex object
o sexual objectification is a common representation in the media of women
o john berger argues that men act and women appear
post feminism and the female gaze
o encouraged a reframing of feminist values
find more resources at oneclass.com
find more resources at oneclass.com

Loved by over 2.2 million students

Over 90% improved by at least one letter grade.

Leah — University of Toronto

OneClass has been such a huge help in my studies at UofT especially since I am a transfer student. OneClass is the study buddy I never had before and definitely gives me the extra push to get from a B to an A!

Leah — University of Toronto
Saarim — University of Michigan

Balancing social life With academics can be difficult, that is why I'm so glad that OneClass is out there where I can find the top notes for all of my classes. Now I can be the all-star student I want to be.

Saarim — University of Michigan
Jenna — University of Wisconsin

As a college student living on a college budget, I love how easy it is to earn gift cards just by submitting my notes.

Jenna — University of Wisconsin
Anne — University of California

OneClass has allowed me to catch up with my most difficult course! #lifesaver

Anne — University of California
Description
References mla format Submitted on blackboard Lecture outline: o Media and advertising influences o Historical development of advertising o Rise of consumer culture o Male gaze o Curious case of Disney Binary and hierarchy: either/or and a list of best to worst, power to disempowered, privileged to oppressed, civilized etc. Used to perpetuate transphobia, racism, classism Heteronormativity: the belief that only heterosexuality is acceptable, assumed, and normal. Used to feed transphobia Advertising has been called: the most influential institution of socialization in modern society Advertising as a cultural form: displays a preoccupation with gender Pre-industrialization (pre 1800): products produced and consumed at home or in nearby communities Industrialization (1800-1875): middle class, with regular wages and factory work, changed and concentrated economic bases Consumer culture era (1875-1918): a way of life that centered on consumption 1920s: after WWI, advertising found fame and glamour. People seek pleasure in commodities WWII and the 1950s (1942-1960): advertising closely linked to the war effort. Branding of patriotism. Peace, Love and revolution (19601972): sexual and youth revolutions. Youth and hipness to help sell items. 1970s-1980s: height of second wave of feminism designer era (1980s-1992) brand labels move from inside clothing to outside internet and e-revolution (1993-200s) internet branding and interactive media consumer culture: economy is focused on the selling of consumer goods and the spending of consumer money gendered identities connected to the messages that we receive through media and consumer culture women are presented as sexual objects to be enjoyed by men laura mulvery camera acts as the masculine eye from a male viewpoint the male is often perceived to the active viewer while the female is positioned as the passive object common constructions in the media o the domestic woman vs sex object o sexual objectification is a common representation in the media of women o john berger argues that men act and women appear post feminism and the female gaze o encouraged a reframing of feminist values o female gaze women actively desiring men. Women began to assert their right to dress and be sexually attractive o the female action heroine or kick ass female: merging of the sex object and action hero o Hilary Radner refers to these women as psychofemme represented feminine masculinity Male bodies on display o 19
More Less
Unlock Document

Only half of the first page are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

You've reached the limit of 4 previews this month

Create an account for unlimited previews.

Already have an account?

Log In


OR

Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit