Textbook Notes (280,000)
CA (170,000)
UTM (8,000)
SOC (1,000)
Chapter 9

SOC275H5 Chapter Notes - Chapter 9: Marshall Mcluhan, Consumerism, Cock Rock


Department
Sociology
Course Code
SOC275H5
Professor
Hae Yeon Choo
Chapter
9

This preview shows half of the first page. to view the full 2 pages of the document.
Gendered&media&reproduced&gender&inequality&by&making&it&appear&that&such&
inequality&is&the&natural&result&of&existing&gender&differences
The&Media&as&Socializing&Institution
1970s&-Family,&religion,&education&
5&primary&socialization:&family,&schools,&religious&institutions,&peer&groups,&
media
The&media&isn't&direct&interaction&and&media&is&more&complex&(can&talk&about&
anything)
McLuhan:&"media&is&the&message"&medium&of&communication&inevitably&affects&
the&user&and&the&nature&of&the&messages&received
"His&and&Hers&Media"&Separate&and&Unequal
Women&can&share&his&media,&but&they&often&dont&share&hers
Young&men&watch&the&least&TV
Women&60+&watch&the&most
(250)Female&characters&-caring&but&befuddled&housewives&who&occasionally&
ventured&outside&the&home&only&to&realize&that&that&really&loved&baking&cookies
1950's:&&Lucy&spent&her&time&deciding&strategies&to&get&out&the&house&into&the&
workplace&-acting,&singing,&or&dancing&in&Ricky's&nightclub&revue.&She&always&
ends&up&returning&to&Ricky's&admonishingly&forgiving&domestic&embrace
1960s: women&as&less&visible&and&helpless,&usually&indoors&and&serving&the&needs&
of&others
1970s: woman&who&wanted&it&all&-single&career&woman&lead&the&show
1980's-90s:started&realizing&the&gender&segregation
Networks&want&men&because&they&are&the&consumers&everyone&wants&to&land,&
the&supposed&driving&engine&of&North&American&consumerism.&=&MYTH
Most&American&kids&shows&-girls&are&a&backdrop&-helpful&and&caring,&less&valued&
roles
female&characters&are&younger&than&males;&more&likely&to&be&married;&are&often&
seen&in&a&family&setting;&are&shown&with&children&and&caring&for&children;&and&
perform&housework.&
Commercials&can&be&more&powerful&than&shows,&bc&they&persuade
one&side&says&women's&magazines&enslave&women&to&household&drudgery,&
and&the&other&side&says&such&magazines&offer&them&liberal&propaganda&and&
false&freedoms.&&=&IT&DOES&BOTH
omen's&magazines&are&so&polyvocal&because&women&cross&over&into&
men's&arenas
§
Women's&magazines&offer&polyvocality-multiple&voices,&differing&
perspectives.&
the&worlds&of&women&and&men&may&be&separate,&but&they&are&not&equal.&
She&can&enter&his&world-whether&it's&the&military&or&science&or&business-
and&in&both&reality&and&media&representation.&&
Womens&magazines: created&a&unrealistic& world&for&women
Male&musicians&and&their&listeners&celebrate&masculine&promiscuity&and&
an&exaggerated&sexuality
Susan&Hiwatt:&Cock&rock -rock&sexualizing&women
First-person&shooter&games&are&also&popular&throughout&North&America
Within&games,&characters&are&almost&always&massively&exaggerated&gen-
der&and&racial&stereotypes.&&
Canada&houses: Electronic&Arts&Canada's&Burnaby&(BC)&facility&and&UbiSoft,&
Montreal.
Porn -lies&to&men,&shows&them&that&women&want&to&have&sex&with&them&
(274)&Convergence&and&Equality -women&are&more&likely&to&use&the&Internet&to&locate&
information&about&health,&while&men&are&more&likely&to&search&for&government-related&
data&
Textbook:)Ch.9)-The)Gendered)Media
Thursday,& November& 10,&2016
5:54&PM
You're Reading a Preview

Unlock to view full version