2. Media
There is no such thing as “the media” that
exists as one large, singular being
“Media” is a plural term that includes TV,
radio, movies, newspapers, magazines, the
Internet, and books, among others
While operating as separate entities, media
tend to have overriding, dominant themes
that shape, influence, and reinforce
identity
3. Media as an Institution
Media Economics
Media and Power
Media and Hegemony
Media Polyvalence and Oppositional
Readings
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4. Media Economics
Media is not just art, but is a commercial
product that exists in part to make money
It is usually targeted at certain groups in
order to sell certain products
Commodification is a result
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5. Media and Power
Media can liberate as well as constrain,
often at the same time
It is always influencing norms about every
aspect of identity, including gender
Media is “simultaneously, a commodity,
an art form, and an important ideological
forum for public discourse and social
issues and social change” (Dow 1996)
6. Media and Power
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7. Media and Hegemony
The hegemonic way society is perceived
needs to be maintained and reinforced
Contradictions appear as media both
reinforce norms and create opposition at
the same time
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8. Media Polyvalence and Oppositional
Readings
The meanings interpreted from media
depend on the audience
Viewing media in a critical way requires
work and critical skills, such as a gendered
lens
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9. Interlocking Institutions
Media are “the mechanisms by which
other institutions are represented and
constructed.”
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10. Body Image
Media effect male gender norms as well as
female, and is increasingly influencing
male body image
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11. Media Research
Media Content:
-analysis that quantifies what is in media
and assumes effects
Media Effects:
-tries to put numbers to the effects of content
analysis
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12. Gazes
“Gaze” is the way a medium is looked at,
predominantly from the White male
perspective
Our gender roles are
influenced by how
we think the world
looks at us
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13. The Oppositional Gaze
As long as we understand that media is
putting is in a certain perspective, we can
actively seek to view media from a
different point of view and create our own
counter messages
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14. The Oppositional Gaze
Some identities are commodified, and sold
to people who identify with other groups
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15. Media as Liberator and Constraining
Gender is Constructed and Thus Always in
Flux
Resecuring Genders’ Borders
Progressive Representations Resecure
Traditional Gender Norms
New Technologies Replicate
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16. Gender is Always Changing
More than ever before media is addressing
the idea of “how to be a Man”
Publications have always existed about
how to be feminine, but the idea of
masculinity was considered obvious
Race and ethnicity influences how culture
construct gender roles and identities
Ideas, such as “feminism”, are sometimes
commodified and used to sell products
17. Gender Borders
Some are worried that the idea of
masculinity is being destabilized
We see the results of this fear in such
films as Fight Club
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18. Progressive Representations
Resecure Traditional Gender Norms
Media constrains gender identity even
when it seems it is liberating
Subordinate roles are still seen within the
framework of existing cultural norms
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19. New Tech Replicates Old Norms
The Internet was supposed to transcend
gender, age, race, ethnicity, and every
other gender identity
There is still a digital divide that restricts
Internet access to many people
Gender identities are just as important in
online communication as they are in any
other form of communication
20. Conclusion
Media allows for a large range of gender
roles to be performed, but there are still
limits
In order to consume media effectively, we
must use a gendered lens and understand
that we can be active
participants rather
than simply passive
bystanders
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