2012 dd gender pp
- 2. What is gender? Gender is not biological but refers to a socially constructed set of behaviour patterns. Your sex, whether you are male or female, is biologically determined. However, femininity/masculinity are culturally determined and a matter of choice – they refer to patterns of behaviour and qualities that we normally associate with being female or being male.
- 3. As we grow up, we ‘learn’ what is expected in terms of our gender identity from a range of sources: parents, school, books, the media, peer pressure… The power to conform is so strong in us that we tend to copy the gender models we see. Thus, by the time we have started school, most of us have “learnt” how to be masculine or feminine as our culture defines it.
- 4. Think about the way girls are often dressed in pink and bought “domesticating” toys like dolls and play ovens and toy vacuum cleaners, whereas boys are usually dressed in blues and non-pastel colours and given toys like guns and construction sets and cars, developing skills that are outside the domestic sphere.
- 6. Over time, the two genders have developed quite distinct and often oppositional gender codes – activities, spheres of activity and qualities that are deemed to be exclusive to only one group. TASK: In groups draw up a list divided into two columns and label one side MASCULINE and the other FEMININE and see what traditional associations you make with each gender under the headings on the next slides
- 7. •Colours •Clothes •Toys •Jobs •Leisure Activities •Responsibilities in the Home •Drinks on a Night Out •A Typical Night Out •Favourite Genre of Films •Typical Character Qualities
- 8. What do you notice about these different ideas associated traditionally with each gender? What image do they conjure up of each group?
- 9. Traditional Ideologies about Gender
- 10. Traditionally men have held power in our society – this system where men have power and control in society is called patriarchy. Patriarchy = society run by men for men
- 11. The result of this is that traditionally male qualities and attributes have generally been seen to be superior to female attributes. Consider, for example, the fact that traditionally it was the eldest son who inherited – even if he had several older sisters!
- 12. This was often reflected in the media, as most media companies were run by men! Masculinity was often represented in ways that were shown to be superior to feminine qualities. Men were often shown to be more important and powerful than women. Women were often shown in roles that suited men and which kept them from challenging men for power. In other words, the media showed men and women how men wanted them to be!
- 13. List some typical action films – think about the typical roles assigned to men and women? How do these link to patriarchal ideas about gender?
- 14. Two of the most common traditional roles women were represented in under patriarchy were the happy housewife and the sex object/ Glamorous Ideal. Can you think how these stereotypes suited patriarchy?
- 15. TASK: We will now look at some short extracts – see if you can see how these traditional ideas about gender were reflected?
- 16. 1 – Calamity Jane 2 – Fairy Snow Ad (1960) 3 - Persil Ad (1958) 4 - Kelloggs Ad (1950s) 5 - Oxo Ads with Katy and Philip (1960s - 70s) 6 - Toni Home Hair Perm (1961) 7 - Prom Home Perm Kit (1961) 8 – Goldfinger
- 17. More Modern Ideologies about Gender
- 18. From the 1960s onwards, feminism challenged patriarchy, seeking to gain equality for women. They gained increased respect, opportunities and legislation for women, giving them the chance to step into what had once been men’s shoes...
- 19. Suddenly gender roles were less rigid and defined and this is often reflected in newer media representations. TASK: Again, we will look at two short extracts to see how men and women are being represented today. 1 – Million Dollar Baby extract 2 - Aero Melt ad
- 20. Suddenly it wasn’t unusual for women to: •Have a serious career •Wear trousers •Smoke, drink and swear •Play football •Downplay the domestic goddess role Roles traditionally allocated to men.
- 21. How does the emergence of the kick-ass heroine reflect these changes in representation?
- 22. And we start seeing men switch some roles, too, occupying some once reserved for women: •The house husband/ stay at home dad •Men starting to get into cooking •Male grooming products •The New Man – in touch with his feelings
- 23. Some writers have even talked about a Crisis of Masculinity – as women are adopting roles and qualities once occupied by men, men are said to be confused about what they should be like now.
- 24. Some see two responses in modern masculine identity: •A feminisation of the male as he adopts traditionally feminine roles and attributes e.g. the metrosexual •Hypermasculinity – an extreme macho identity aimed at making men distinct from women along traditional line e.g. the Lad •
- 25. A word of caution….
- 26. This doesn’t mean it’s all out with the old and in with the new. If you watch TV or film, you will still find many of the older, more traditional representations of gender alongside some of the new.
- 27. This reflects our varied views on gender roles today – a recent study has shown that increasing numbers of modern women are rejecting the feminist legacy of the working mother and moving back into the home and more traditional feminine roles. They see this not as retreat but their right – to choose a role that fulfils them rather than adopt one men or other women say is right.
- 28. Some feel we have entered an era of post- feminism – a stage where equality has been achieved and women are free to be what they like. This often includes adopting what were once perceived as sexist roles like sex objects. Some women see this as a positive assertion of choice; others claim it is simply retro-sexism and reflects a new era of female oppression.
- 29. Female empowerment or return to patriarchy?
- 30. And one final clip.... Charlie’s Angels 2 How are women represented in this recent clip? What mixture of values and ideas are embedded in this representation?