Class Notes (808,753)
Canada (493,377)

Week 7week 9 women studies.docx

3 Pages
Unlock Document

Western University
Women's Studies
Women's Studies 2161A/B
Susan Knabe

Women’s Studies 2161- 2013 Week 7 Advertising and Magazine Culture Commodity Feminism • The reduction of feminism to a commodity that can be bought and sold on the capitalist market Diversity Matters • “inclusion” increases the political and social clout of a corporation to be able to claim that it is “diverse” • it no longer makes commercial sense to ignore women or people of color: but, this is done in ways that capitalize on “coolness” to appeal to, and to avoid alienating, white consumer audiences - Appeasement of Women’s anger - Use of edgy models - diversity - Sexual object, to desiring sexual subject o The Focus on Being and Pleasing Ourselves o The Articulation of Feminism and Femininity in Adverts o The Eroticization of Male Bodies - Development of queer chic, use of gender reversal - Attempts to Re‐Eroticize Gender Difference GILL: ADVERTISING AND POSTFEMINISM - History of women in advertising - Women sexualisation has been for a long time the dominant trend in the media. - Discussed in the article, is how this sexualisation has transgressed females, and been successfully used on men, as seen in the Levis "stripped" campaign. Whether it be men or women, creating desirability through the product being advertised, is a sure way to sell, because both men and women have the same ability to fantasise. - While the pressures of appearance are most often associated with females, appropriately in line with the constant bombardment of the "perfect" model in advertising, men and women both fall victim to pressures of "self-image". As the article correctly suggests, to "let ourselves go [is] the most dreaded sin of contemporary affluent society". - What is also interesting is that as soon as men began to be objectified in media, and even dominated as alluded to in some campaigns such as the Levi "bootcut" advert, featuring a stiletto and a man's bottom, they screamed with outrage. - What is exciting is that many campaigns are embracing the feminist culture, and inviting women to take back control of their bodies, and to be who they want to be, for their own benefit. Advertising changed to assert female authority over themselves, by depicting female sexualisation as good, and for the benefit of the female. This also ties sexualisation to power as Gill suggests, "the idea that women can gain control through the commodification of their appearance - that by acquiring a particular 'look' they can obtain power" [89/90]. - With this mars/venus influence, Gill points out "[Ads] imply that there is no tension between being a successful and powerful women who is taken seriously, and being sexually attractive to men" [96]. - This means that women should not feel demeaned when they are seen as attractive, provided they are still respected, and that it is natural and necessary part of society. Hence advertising has created this superwomen which is both a mother and worker and a sexual object. However, while it proves that feminism and women roles have come leaps and bounds, it still pressures women to meet social expectations, and somewhat limits women's choice, by expecting them to be everything. Women’s Studies 2161- 2013 Week 9 Women and the Internet Anita Sarkeesian and Feminist Media Criticism: • Feminist media commentator whose blog, Feminist Frequency, has been around for about 5 years • In June 2012 she used Kickstarter to raise funds for a multi‐part video series examining the ways in which women are represented in video games • The kick starter page acted as a giant tub of troll bait • Resulted in thousands of hateful and violent comments directed against Sarkeesian and threatening her with physical and sexual violence, pornography put on were wiki age • Most shocking was the development of an online “game” inviting participants to hit an image of Sarkeesian’s face, with each “hit” leaving her looking increasingly battered Kathy Sierra and Creating Passionate • Technology blogger Kathy Sierra, who founded the Creating Passionate Users blog, was also attacked on the internet • Early in the 2000s, the wikipedia page for Feminist Science Fiction, had to be taken down for a period of time as it was subject to repeated re‐writes that were sexist, homophobic and indicated that women had no right to participate in this particular genre of fiction writing Technology and Gender: A Chilly Climate – Judith Lorber notes that women were first hired as computer programmer
More Less

Related notes for Women's Studies 2161A/B

Log In


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


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.