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

2. L6: 25.09.06  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

3. L6: 25.09.06 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.

4. L6: 25.09.06 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

5. L6: 25.09.06 Advertising Sell to the biggest market Limited space and time  use accustomed signs  simplify the world  reinforce and reproduce the signs and images

6. L6: 25.09.06 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

7. L6: 25.09.06 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

8. L6: 25.09.06 Advertising Selling the feminine Cultural ImageProductsStory Sex objects used to sell products to men -Cars -Alcohol -Computers, PC games, IT -Services

9. L6: 25.09.06 Suggested Readings: Andersen, Margaret L. (2003) Thinking About Women: Sociological Perspectives on Sex and Gender (6/e). Boston: Allyn & Bacon, ch.3