SOSC 200Y Gender and Society Lecture 6: Images of Gender.

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Presentation transcript:

SOSC 200Y Gender and Society Lecture 6: Images of Gender

L6:  Who benefits from the sex-segregated world?  Who benefits from the rigid gender-identity?  Who benefits from the reinforcement of gender role stereotype? Marxist Feminist approach to the questions: Cultural images, Ideology and Power

L6: The operation of SIGNS Media sell products by using signs: Signs include: –Images, Gestures, Music, Sounds, Objects, Colour and the complex associations of all these.

L6: Other signs DenotationConnotation RoseFlowerRomance, Love, Passion CatAnimalMystery, Cool Holding hands GestureSweet, Warm, Safe Family, Reliable Man wears suits DressingProfessional, Intellectual, Sophisticated, Smart Anson ChanRetired officialDemocracy, Representation of HK people

L6: Advertising Sell to the biggest market Limited space and time  use accustomed signs  simplify the world  reinforce and reproduce the signs and images

L6: Advertising Selling the feminine Cultural ImageProductsStory Wife, mother, housekeeper -Cleansing products -Healthy food -Health service -Products used in kitchen and bathroom  Main caretaker  Keep their home safe, tidy and clean  Love their husband and children  Basically happy, need professional help

L6: Advertising Selling the feminine Cultural ImageProductsStory Beautiful girls-Cosmetics -Personal hygiene -Fashions -Caring products -Keep fit products -Be good to myself -Afraid of aging -Afraid to be fat -Fashionable -Have self confidence -Always attractive

L6: Advertising Selling the feminine Cultural ImageProductsStory Sex objects used to sell products to men -Cars -Alcohol -Computers, PC games, IT -Services

L6: Suggested Readings: Andersen, Margaret L. (2003) Thinking About Women: Sociological Perspectives on Sex and Gender (6/e). Boston: Allyn & Bacon, ch.3