Professional Documents
Culture Documents
Gender
Intersections of Gender, Popular
Culture, and Advertising
Intersectionality
Kimberlé Crenshaw (1989): how various biological,
social and cultural categories such as gender, race,
class, ability, sexual orientation, and other axes of
identity interact on multiple and often simultaneous
levels, contributing to systematic injustice and social
inequality.
Racism, sexism, homophobia, transphobia, etc., do
not act independently of one another; instead, these
forms of oppression interrelate, creating a system of
oppression that reflects the "intersection" of multiple
forms of discrimination.
Gender
Code switching
Visual literacy
Visual culture is used to encode identities in several institutions--personal, national, ethnic, sexual,
subcultures, etc.
A new form of conduct literature
Gender in Visual Culture
Erving Goffman: Gendered advertisments (1978)
Third gender
India: hijra
Balkan: sworn virgin
Transsexual, transgendered identities
Two-sex, two-gender system
Tendency to downplay
similarities between the two
sexes
Tendency to downplay
variability within each
sex
One dominant
(normative) way to be a
man or a woman
Gender display
Goffmann: How are the two codes of normality created and
maintained, held in place?
Gender display: the process whereby we perform roles expected
of us by social convention
Gender: an active process of learning to perform it, learning a
script, internalizing short-hand codes
Code:
1. short-hand language
2. a set of rules, a code of behavior
To learn the socially recognizable signals in gender terms
Gender codes
The Birdcage (1996)
The human body as a means of communication
Codes appear as natural, difficult to notice in
operation
The best place to see them at work: popular media
(advertizing)
Commercial realism – the world as could be real
Context – audience resistant – quick and efficient –
deep – at a glance
Codes of gender display
What the seeming normality of ads tell us
Ads look normal
What the culture holds up as normal
Visual anthropology
Their strangeness and
weirdness become
apparent only upon
close scrutiny
Analytical distance
Hands
Hands – representation
– gender
Control
Environment
The feminine touch
Women
caress
braze
touch
The masculine touch
Face
Shoulder
Neck
Hair
Postures of Submissiveness
Licensed withdrawal
Not paying attention
Drifting from the scene (women drift, men
stay anchored)
Psychological removal
Zoned out
Averted eyes, looking downward
Biting the lip
Activity vs. passivity
The ritualization of
subordination
Feminine subordinate to masculine
Lying down recumbent position (benigness of
posture) (submission in the animal world)
Powerlessness
Conventionalized as sexual availability
Sexualization of femininity
Calvin Klein Euphoria
The ritualization of
subordination
Body parts
The bashful kneebend
Pleasure
Grounded on:
an ‘active/passive
heterosexual division of
labour’
Masculine head posture
If not removed –
overengaged
Men hold emotions,
women do not control
them
Infantilization
Power
Prepared
Mature
Strength
Emotional control
Independent
Upright
Confidence, poise, self-
possession
Comfort, relaxed calm
Arms folded looking out at the
viewer
Active
Masculine code broken
in extreme
circumstances
crisis
Significant change: opening up
of codes
Male as object of gaze
(men’s apparel)
Beckham underwear
for H&M
Guarantee of
heterosexuality
(introducing women,
muscular male bodies –
abs)
Code-breaking in femininity?
Female action hero
Lara Croft, the Black
Widow (3’00”), Kill Bill,
Charlie’s Angels
Sportswomen
The uniform of women taking
control
Kristina Lum
Malia Jones
Amanda Beard
Why?
USA
26.5% of African American women are poor