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Lecture 18

SOC 2104 Lecture Notes - Lecture 18: The Canadian Press, Jiwani, Whist

Course Code
SOC 2104
Adolphine Y.Aggor- Boateng

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“His” and “Hers” Media: TV
In the 1950s, gender stereotypes on TV were extreme; from the 1970s to the 1980s, TV
transformed itself significantly; in the 1980s and 1990s, racial and gender diversity came with
ensemble shows and; in the late 1990s, sexual diversity came.
TV is still ambivalent about gender stereotypes.
oWomen can work, but it makes home life difficult.
oMen engaging in home life experience emasculation.
Women are more likely to cross over from women’s programming; “feminization of prime
time” whist men’s viewership is still exclusive for late night and sports.
TV habituates viewers to a culture that accepts and expects violence.
oTypically perpetuated by the white male who goes unpunished and shows little remorse.
Presentation of gender roles on children’s TV has been typical: Boys occupy the valued roles.
TV advertising is very gender-linked; gender stereotypes are attached to consumption.
oWomen’s bodies are used to sell products, often with male voiceover; whilst older
women and women of color are rare.
“His” and “Hers” Media: Print
Print media consumption is particularly gendered.
oWomen buy 80% of all fiction, but approximately 90% of all Nobel Prize for literature
winners are men.
Magazines carry as much advertising as content, are made to be cast aside.
oWomen’s magazines are polyvocal: They perpetuate feminine passivity and beauty as
goals while also promising liberal propaganda and false freedoms.
oMen’s magazines are monotonal.
Women can crossover, men cannot.
“His” and “Hers” Media: Music
Men and women are consuming “his” media, especially in music, rock and rap/hip-hop are
most popular.
Rap’s commercial viability comes from its misogyny, violent lyrics, and appropriation.
Rock, despite a better reputation, is also full of misogyny and violence towards women.
oIt partly has a better reputation because of race and partly because there are more
women in rock.
There are contestations of misogyny and male sexual privilege in hip-hop and rap.
“His” and “Hers” Media: Gaming
Gaming is growing medium; women and adults are a fast-growing segment of the market.
Female gamers have been ignored and they are often related to “watcher” in households.
Video-game use may produce benefits in computer literacy and spatial rotation abilities.
The majority of video game characters are male, white, muscled, and straight.
Women in games are most often sex objects or supporting characters.
“His” and “Hers” Media: Pornography
Women are consuming far more pornography than ever before and it has become a
“respectable” industry.
Pornography is defended for being egalitarian: Everyone is consenting, wants sex, and gets it.
oMainstream, heterosexual pornography is focused on the penis – the “money shot”.
oBoth women and men in porn want what pornographers think men want: Nobody (no
women) ever says no; “no” really means yes.
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