Welcome to the class blog! The John Jay - Vera Fellows Program is a collaborative effort between John Jay College and the spin-off agencies of the Vera Institute of Justice, combining an internship and participation in a seminar taught by faculty from John Jay's Interdisciplinary Studies Program. (To see a video about the John Jay - Vera Fellows Program, click here.) Part of the seminar experience is weekly participation in the class blog, which keeps the conversation going from week to week and will be a place for you to share your thoughts and concerns about the materials discussed in seminar as well as the internship experience. The opinions expressed on this blog do not necessarily reflect the views of the Vera Institute of Justice or its spin-off organizations. While the blog is open to the public and anyone, theoretically, can comment, only class members and invited guests will be able to post. You can also look for us on our student and alumni page on Facebook.
Each student has been assigned one week to write the "post." Please post within 24 hours after class. Every week, each student must comment on the post (feel free to comment more than once). Please comment by Monday afternoon to allow time for further questions and responses and so that we can read all the entries before class.

Friday, March 27, 2015

Gender Representation and Objectification in Advertising



Hello Everyone,
I want to thank you for all for your participation and the great points you shared yesterday. Before the class ended, we were talking about how masculine images usually represent power, virility, and dominance whereas feminine images show beauty, cooperation, and submissiveness. O’Barr mentions that masculine and feminine attributes vary based on the culture. Having in mind O'Barr's idea, I want to ask you to answer the following questions: How and where did you learn gender roles. What are the gender roles in your culture how does this issue affect our own self-esteem and how we look at others? How can we fight against the objectification of gender?

12 comments:

Danyeli Rodriguez said...

I think I learned gender roles starting at home, but reinforced by different institutions like school, work place, the media, neighborhood, and community. Like any personal circumstance, gender roles begin in our ecosystem and are also influenced by outside contact with the "real world". First, gender roles are enforced in the nuclear household, expanding to distant family members, baby sitters, schools, parent's jobs, eventually, our own work place, and society as a whole through media, policies, laws, and double standards in our own government.

I come from a very Dominican household, but my grandmother lost her husband before I was born, but she had six girls and one boy. I barely had any contact with my uncle, but I was raised by a single mother and even after migration our closest family member is my aunt who is also a single mother (of three). I was not raised in the traditional household. There were barely (if any) men calling the shots. I cannot speak for my entire culture, but the women that raised me were strong, responsible, fighters. I was never exposed to the violence of women directly and my mother has never been what one can call "obedient". As a result, I think I grew up independent, refusing to "act" out traditional "womanly" roles, but feminism has taught me not to judge women that do. There is power in every role, as they keep society functioning.

One way that we can target objectification as a society is to have various representations of people in the media. However, individually? I am unsure how we can even start.

Unknown said...

Arturo, great class. Thank you!
However, I still feel concerned about the issue of gender representation. I do not actually see the problem of gender representation. Again, it is my personal opinion and I do not encourage anybody to share my views.
I can not speak for my culture in general because I truly believe that every person is totally different. In my country, every person is different. Russia is huuuge. Every part of the country has its historical influences and its cultural signatures. In my region (North Caucasus), the majority of girls are raised to be support of their husband. And I not mean that we are raised to be submissive or to be less important. I mean that the roles of females in society is as important as the roles of males. On the other hand, I was raised to listen to opinion of the man even though I did not have father.
As a female, I do not feel disadvantaged when I let any man to make decisions for me as long as I agree with that. In my culture, the decisions are made by man with the support of woman. If there is no support, man has to reconsider that decision. Very wage concept. Clearly. However, even if the girl makes decisions, she can let her man to feel like a man.
Therefore, I do not find offensive the advertisement that demonstrates male dominance. At the end of the day, they are the one who suppose to bring money home.
I am not sharing money with my boy friend even considering the fact that we are living together. I pay for school myself and I enjoy being the boss of my own life. However, I do not want to live like that all the time. I do have a lot of leadership experience. In theory, I can continue that life. But, I do not want it. I enjoy living on my own. However, I do not consider having my own business. As female, I want to have a job from 9am to 5 pm and to come back to my family to take care about my household. I do not find it less important/dominant. I find it normal for a girl to take care about family.

Again, I am not asking anyone to agree with my opinion.


The question requests to talk about my culture and that is what I feel. At the end of the day, every one of us sees structure of society, gender roles, ethnic roles, social roles, and ideals differently. That is why, we have to consider other points of view in order to get the ability to further pursue social justice in the society where every one is different.

Unknown said...

Thanks for a great class, Arturo! As I wrote in my journal, my parents really didn't endorse gender roles in my household. If I wanted to wear my brother's clothes, that was completely fine. If my brother wanted to play with barbies and have his very own kitchen, that was fine too. However, although we were allowed to be "individuals" and choose our own clothing and toys, we still KNEW that a girl or a boy wasn't supposed to be doing this. How did we know these gender roles if we were not being raised in a gender conforming atmosphere? As Danyeli states in her post, the media and advertisements as well as our macro, meso, and micro systems elsewhere in our lives informed us that our behaviors, mine especially, were "wrong" or efeminite. The advertisements we would see when we were in a toy store showed us a girl playing with her dolly or a boy playing with his J.I. Joe. It was never the other way around. Therefore, I believe I learned my supposed "gender roles" through my interactions with fellow classmates in school as well as through advertisements and the media.

In my culture, it is imperative that a woman be able to cook and clean for her man, as "food is the way to any man's stomach" (direct quote from my grandmother). While my mom never endorsed these roles, my grandmother has lived upstairs from the time I was four and, therefore, had a very large impact on my development. She endorsed these gender roles in many ways, telling me that I neede to get married and have children. I am now constantly in a discourse with myself over my goals in life and the way I was raised. Do I have a child and cook for my husband or do I have a career? Can I do both? Society seems to tell us that a woman has to choose. However, I hope to prove society wrong by doing just that.

I think I look at women differently than men because of the way I was raised and the way my culture views the role of the woman in a family. However, my mother always instilled in me that a woman is capable of many things. I have a mix of both my traditional cultural view of women and my moms new outlook. I am thankful for both perspectives.

As for changing the traditional gendered roles of men and women, I think it would be great to start with advertising. Why not have a little boy and a little girl playing with a truck? I think little things like this could go a long way in changing our outlook on gender and the roles we are "supposed" to be in.

bekah giacomantonio said...

I think that we can learn a lot about gender role assumptions in the US by looking at the way that toys are marketed for little kids. Pink, blue, trucks, barbies, the division is clear before humans can even speak. It begins with pink and blue and then develops into dominant and submissive. I think the most important thing to do when discussing gender representation in the US is to remove superlatives. With respect to gender there is no "good" or "bad" way to think, the nature of gender freedom precludes judgement.
I saw myself being shoved into mold of what a woman should be by my family and peers, not for any other reason than that all of them were trying to fit the normative behavior as defined by society. My mom was embarrassed by my leg hair, she thought it would reflect poorly on her and so she consistently scrutinized me for it. She's since given up, she hates it still, but I've been living on my own long enough now that I'm no longer her responsibility. She can't be penalized for my behavior. This is a person who hasn't thought much about why she thinks the things she does, and for the most part, doesn't want to. It was growing up in an environment where people, including my older sister, were constantly trying to impress/fit in/be respected etc that prompted my journey in exploring gender roles, representations and expectations. In watching my dad struggle to accept his sensitiveness, my mother fight to be the best host ever, and my sister shift in the slut/prude/bitch paradigm, I saw a series of unnecessary battles and came to understand that I did not need to wake up early to shave my legs if I did not want to.
Now, I feel free to express myself in whatever way I want to. I think to change representation in the media would have to first start with the way we sell toys, like what lauren said. Imagine an ad with a boy and a girl playing with orange and purple trucks and dolls together and without hesitation. That would start the turn to equilibrium.

I think that the mentions of feminism as Danyeli defined it and the ideas of Marina are important to this dialogue as well. We cannot just talk about "feminism" or "dominance" without understanding that, as I said, there is no right or wrong. Feminism is about agency, the ability to choose what you want. I prefer the term "gender freedom" because I think it covers all the bases and it also recognizes that men have roles to fight as well.

Unknown said...

Great job Arturo!
I learned gender roles as did many of you at a very young age through television books and in school. Fortunatley at my school there wasnt much pressure to abiide by the "rules". There were "feminine" men and tomboys. It was a very accepting primary school as well as in my home life.
Latinas and Hispanics are stereotyped in various ways. The women on soap operas are suppose to be the gorgeous stay at home way. While the men work in the office or be a handyman. These roles do not really affect me since my ultimate goal is to stay happy with myself. I've learned that it takes too much energy to conform to something or to be forced into a category.

Regarding the ads and gender roles, I do not believe that they are wrong since many of my friends want to be housewives and they are happy doing that. For others, like myself want other things. Each person is different.

Unknown said...

Hi Arturo, really great class! The issues surrounding gender roles and advertising are endless! I feel that any discussion should be preceded by an establishment of the socioeconomic context of the society being discussed. I saw something on a TED talk that really intrigued me: the speaker said that in Cuba, women by and large do not body image issues the way women in America do and, that is because there isn't much (Western) advertising in Cuba. That might be a generalization of course, but that statement really resonated with me. That men and women in Cuba did not have body issues because they are not exposed to the highly airbrushed images we're bombarded with in the U.S, is a really interesting notion to me.

Unknown said...

Great class!

A ton of the roles I learned really came from my extended family or community. I learned femininity from watching my aunts and uncles, cousins, other family members interact and the older generations passed on these traditional gender roles down to us.
My parents though gendered only really hold me to stereotypically "feminine" expectations when there are men whom are guest in the house such as my brothers/cousins. I really think these norms are heavily contextualized because I no longer have to impress my parents but I do have to hold a certain standard when others are around especially staying over as guests.
I only feel intimated and burned by these in the contexts when they are activated. I'm pretty reckless when it comes to gender-lines so I'm not concerned. I do think that gender is something we are constantly performing so even though I'm not concerned I am aware that is framing my interactions.
As has been said in seminar I really think that recognizing the value placed on gender and gender norms would really start to facilitate a change. It's not that 'gender' as a concept is inherently bad but its the weight placed on all the constraints that gender carries.

Unknown said...

Hello All,

Good job on your class session Arturo. It was full of insightful discussions.
I came to be aware of gender role while growing up in the Congo (DRC). In my family household, we had one room where the guys slept together and another one just for women. Gender role came to my knowledge by noting how we were assigned household’s duty. The women’s role was to wake up ahead of time in the morning and clean the house, make breakfast and cook dinner. On the other hand, the guys were expected to work hard and provide for the family.

The fact that each gender has a role in my culture might be construed as a form of oppression against women. However, I do not consider it as a form of oppression. I view it more as a kind of mutual discipline between both genders, which contribute to the growth and sustainability of the whole organism, in this case the family.

In my opinion, the contributing agent in the process of objectification of women is the woman herself. There is almost no dress code in the way women carry their body. Nowadays, women dress in ways that show no respect for their body. For example, wearing yoga pants, leggings, and other kinds of clothing that stimulate women’s private parts. The media on the other hand, is not starting this process of dehumanization. Instead, the media are reproducing the same standards that women have set for themselves on what it implies to be a woman. With that being the case, the media easily sexualizes the image of women, particularly black women.

Unknown said...

I think that the question itself ("Where did you learn gender roles") is very telling in two respects because it assumes that 1) gender is something that is learned and that 2) gender is performed ("roles", as Monica alluded to).

You prompt us to think about how we can combat the objectification of gender (in media/advertising)...I feel that a lot of that objectification is manifested in rape culture, wage gap, cultural stereotypes ("bossy", "bitchy" etc.) and drawing upon some of the ideas discussed in the readings, I would like to discuss the notion of how our consumer choices and the culture of commodification we live in, greatly eases the process of regarding and treating women as objects. Women have always been associated with beauty and seduction and temptation and in a culture of mass consumerism, "sex sells" becomes the mantra for ad companies who aim to boost sales...and that whole profit-making mechanism that exploits women and their inherent aesthetic value has so many ramifications for how we regard our women.

Unknown said...

Kevin, I think you mean "other kinds of clothing that stimulate [MEN'S] private parts"...and therein lay the problem.

Unknown said...

I think I learned what gender roles are supposed to be from the media and my racist, sexist grandmother. However, I definitely learned how to defy gender roles from my mother. She was completely okay with me being a tom boy and she encouraged me to be who I was. In the south gender roles I think may be more prevalent and important than many places up here. We have debutants balls and much of the focus is on manners and being "lady-like". Luckily my parents didnt buy in to all that. I grew-up with my Granny always saying that I was unlady like and that I should keep my opinions to myself. She was always more interested in the way I dressed and how clean my room was than how good my grades were or how hard I worked. I am lucky that my own parents didn't raise me that way.

Unknown said...

Great discussion students! Please be conscious of contradiction in your arguments, it diminishes the power of your points. I know it can be difficult because gender is such a dynamic construct that has been taught to many of us as something that is fixed.

The concept of "Male Gaze" came up as useful during our class discussion. Male gaze is a term discussed by Laura Mulvey in her essay, "Visual Pleasure and Narrative Cinema" (1975) here is a link to the essay. It further explores and conceptualizes gender representation in the media:
http://imlportfolio.usc.edu/ctcs505/mulveyVisualPleasureNarrativeCinema.pdf. Male gaze is used to describe when the audience is put into the perspective of a (heterosexual) man. Female characters are sexualized, and the camera may zero in on female body parts considered sexual.