Women's Studies 1020E Lecture Notes - Lecture 7: Consumerism, Jean Kilbourne, Postfeminism
4 Oct 2018
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W7l sexed and gendered bodies in the media. They are part of the process by which we learn about gender (jhally) Gender as sex and sexual behaviour: the concentration on one aspect of behaviour detracts from seeing people as people (jhally) Objectification and fragmentation: a process of turning women into objects, things, something less than fully human. Ads don"t directly cause violence [but] turning a human being into a thing, an object, is almost always the first step towards justifying violence against that person (jean kilbourne) Women are presented as active subjects, who knowingly play with their sexual power . As liberated subjects who can choose to become sex objects. Sex is a commodity that women can exchange for goods. Humour as a catch-all device that allows advertisers to have their cake and eat it: to present titillating and sexist images of women while suggesting that it was all a deliberate and knowing post-modern jokes.
