CMN 2173 Lecture Notes - Lecture 9: Semiotics, Commodification, Racialization
29 Mar 2016
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Document Summary
Images of women in the media can be studied as texts with latent power relations (semiotics; sign system; sign = signifier; ideological connection = signification). The major argument in advertising is that it reproduces patriarchal (role of father) relationships, all with the disguise of empowering woman. Sign is made up of signified and signifier i. e. catsignifier is the picture of a cat; the material things, signified is the concept of a cat, the signification is the connection between the signified and the signifier, referent. Portrays women as sexual objects to the role of sexual pleasure. Women being represented by wife or daughter, reduces women to socially conventional roles. Represent woman as being irrational, emotional, childlikeplaces idea that they can"t make sound decisions. In advertising woman are used as a commodity that can be traded according to market demand. Placement of race in advertising, sexualization of race. They become the object of the person looking.
