Gunter 1995 -
Before the 1970's women in magazine adverts were rarely shown to be in paid work and if they were shown to be in paid work it would be the stereotypical smiling secretary or hairdresser.
The number of housewife images started to decline in the 1950's although it was still common in the 1960's and 1970's.
In the 1970's strong evidence was found of stereotyping as three quarters of television ads featuring women were bathroom and kitchen products.
If and when women were seen in a paid environment they would be seen as subservient to men.
Studies in 1970's and 1980's showed a continuation of these trends.
It also became more common to see men in the home, as fathers or husbands.
Studies found strong simlirities in gender representations from country to country and particular sexism aimed at children.
In the 1980's, TV advertising did start to take on the idea of the busy working women.
Cumberbatch -
In the 1990's a study by cumberbatch of 500 prime time TV ads in the uk found that advertisers had become wary of showing women doing housework and for the fist time men wer shown doing the cooking more than women.
Still, not much had changed as women were more likely to be young and attractive and men were twice as likley as women to be shown in paid employment.
work was seen as central to mens lives; 'relationships' were shown to be more important to women.
89% of ads used a male voiceover
Macdonald 1995 -
Representation of gender roles seems to have been, for many years, one of the areas where advertisers were often reluctant to do anything very different.
'Advertisers generally lagged begind womens magazines in the cultivation of new modes of adress, even when the evidence suggested that commercial advantages could be gained from modernising their approach'
Scheibe -
Monday, 15 December 2008
Tuesday, 9 December 2008
1950's-1990's Films
1950's
'High Noon'
http://www.youtube.com/watch?v=QKLvKZ6nIiA
'Samson and Delilah'
http://www.youtube.com/watch?v=Rotd6t_BAhc
In high noon women are "symbllically anihillated", they have no real role in the film and in Samson and delilah portrays a powerful man however the female also has an aspect of power as she is able to weaken the male with her love and beauty.
1960's
'The sound of music'
http://www.youtube.com/watch?v=KtQdYoK64S4
'Cleopatra'
http://www.youtube.com/watch?v=h6tr9exD0kw
The sound of music represents caring nuturing women. It gives a "madonna" portrayal of females.Cleopatra has powerful strong women which is unusual as the 60's was still a decade were women werent really noticed however films like this brought female empowerment to attention.
1970's
'Alien'
http://www.youtube.com/watch?v=3HjwbnhVnDM
'Star Wars'
http://www.youtube.com/watch?v=9gvqpFbRKtQ
The females in star wars are seen to be caring however are not portrayed as a "damsel in distress" she can defend herself and doesnt need men to fight her battles.The film alien supports the second wave of feminism as the female is out defeating aliens and her strenght is emphasized a lot.
1980's
'Terminator'
'Legend'
The film legend represents the damsell in distress whilst terminator represents an aggressive man.
1990's
'Fatal Attraction'
'Species'
Both these films 'fatal attraction' and 'species' are representing the "whore" and the "femme fatale" which is the deadly women, this is shown as she kills the men at the end.
'High Noon'
http://www.youtube.com/watch?v=QKLvKZ6nIiA
'Samson and Delilah'
http://www.youtube.com/watch?v=Rotd6t_BAhc
In high noon women are "symbllically anihillated", they have no real role in the film and in Samson and delilah portrays a powerful man however the female also has an aspect of power as she is able to weaken the male with her love and beauty.
1960's
'The sound of music'
http://www.youtube.com/watch?v=KtQdYoK64S4
'Cleopatra'
http://www.youtube.com/watch?v=h6tr9exD0kw
The sound of music represents caring nuturing women. It gives a "madonna" portrayal of females.Cleopatra has powerful strong women which is unusual as the 60's was still a decade were women werent really noticed however films like this brought female empowerment to attention.
1970's
'Alien'
http://www.youtube.com/watch?v=3HjwbnhVnDM
'Star Wars'
http://www.youtube.com/watch?v=9gvqpFbRKtQ
The females in star wars are seen to be caring however are not portrayed as a "damsel in distress" she can defend herself and doesnt need men to fight her battles.The film alien supports the second wave of feminism as the female is out defeating aliens and her strenght is emphasized a lot.
1980's
'Terminator'
'Legend'
The film legend represents the damsell in distress whilst terminator represents an aggressive man.
1990's
'Fatal Attraction'
'Species'
Both these films 'fatal attraction' and 'species' are representing the "whore" and the "femme fatale" which is the deadly women, this is shown as she kills the men at the end.
Friday, 5 December 2008
Representation of gender today
During the 1990's gender roles on television became increasingly equal and non streotyped, althought the majority of the main chacaters were still male.
In 1992-1993, men took 61% of the total number of speaking roles, wit women having only 39% of speaking roles in prime time tv.
In 1995-1996 the percentage increase to 63% of men having speaking roles and women decreased to 37%.
In 1992-1993 study found that only 3% of women were represented as housewives as their main occupation which is clearly a massive decrease from the 1970's, an additional 8 percent of womn were shown as 'homemakers', but without knowing the number of male homemakers it is difficult to interpret this properly.
Elasmar Hasegawa and Brain - "the women on prime time TV in the early 1990's was young single independant and free fromfamily and work place pressure.
Natasha Walter quotes surveys sugesst that today's women are more-or-less happy with they look, whereas a cast majority of men felt unsatisfied with thei own appearance.
Loaded- The truth is, it's women themeselves who see these freaks as the epitome of perfection.
Ibid- The exemplary female prototype in advertising, regardless of product or service, displays youth, good looks, sexual seductivesness and perfection.
In 1992-1993, men took 61% of the total number of speaking roles, wit women having only 39% of speaking roles in prime time tv.
In 1995-1996 the percentage increase to 63% of men having speaking roles and women decreased to 37%.
In 1992-1993 study found that only 3% of women were represented as housewives as their main occupation which is clearly a massive decrease from the 1970's, an additional 8 percent of womn were shown as 'homemakers', but without knowing the number of male homemakers it is difficult to interpret this properly.
Elasmar Hasegawa and Brain - "the women on prime time TV in the early 1990's was young single independant and free fromfamily and work place pressure.
Natasha Walter quotes surveys sugesst that today's women are more-or-less happy with they look, whereas a cast majority of men felt unsatisfied with thei own appearance.
Loaded- The truth is, it's women themeselves who see these freaks as the epitome of perfection.
Ibid- The exemplary female prototype in advertising, regardless of product or service, displays youth, good looks, sexual seductivesness and perfection.
Representations of Gender in the Past
IN THE 1950'S 1960'S and 1970's only 20-30%of characters on tw shows were female,by the mid 1980's there were more women in leading roles however the number of men were still so much more.
Dyer (1980s) In drama the numebr of women in central roles in police or crime series had increased.
Miles (1975) found that there were nearly equal proportions of men and women in situation comedies where as in action adventure films only 15% of the leading characters were women.
A 1987 study found women to be most common in comedy programmes (43%).
Davis 1990 - Action adventure and dramas women had alomost doubled their showing to 29 % of characters, this is clearly still very low.
Gunter also says that studies in the 1970's also consistently find that marriage parenthood and domesticity were shown to be more important to women on tv.
Tuchman - Women are 'Symbolically Annihliated', women don't matter much. Also were to be seen as working were portrayed as 'incompetents and Inferiors'.
Mcneil - female characters were unlikley to work especially if they were wives or mothers.
1970's studies - Men were found to be more dominant, the "decision makers" on TV
Gunter 1995 - men were more likley to be assertive or agressive whilst women were more likley to be passive, men were more likley to be adventurous active and victourious whereas women were more frequently shown as weak and emotional and a lot of the time victimised or "merely token females"
Dyer (1980s) In drama the numebr of women in central roles in police or crime series had increased.
Miles (1975) found that there were nearly equal proportions of men and women in situation comedies where as in action adventure films only 15% of the leading characters were women.
A 1987 study found women to be most common in comedy programmes (43%).
Davis 1990 - Action adventure and dramas women had alomost doubled their showing to 29 % of characters, this is clearly still very low.
Gunter also says that studies in the 1970's also consistently find that marriage parenthood and domesticity were shown to be more important to women on tv.
Tuchman - Women are 'Symbolically Annihliated', women don't matter much. Also were to be seen as working were portrayed as 'incompetents and Inferiors'.
Mcneil - female characters were unlikley to work especially if they were wives or mothers.
1970's studies - Men were found to be more dominant, the "decision makers" on TV
Gunter 1995 - men were more likley to be assertive or agressive whilst women were more likley to be passive, men were more likley to be adventurous active and victourious whereas women were more frequently shown as weak and emotional and a lot of the time victimised or "merely token females"
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