Wednesday, 26 November 2014

OUGD401 Study Task 4 - Structuring your essay



OUGD401 Study Task 4 - Structuring your essay


Planning:

- Consider the question
- Ask sub questions
- Mind map
- Hypothesis
- Read with Purpose
- Use context pages and indices
- Direct your research using your hypothesis
- Review & organise your research
- Decide what needs to be included, avoid tangential points


Essay Structure:

I have come up with a rough essay plan for my chosen theme, to ultimately create a response to my question -
'To what extent does advertising construct our ideas of gender?'

Hypothesis -

To what extent does advertising construct our ideas of gender? Due to the historical content of our society, men and women have been assigned their own separate, and very different social roles. Typically, men are the breadwinners while women are the housewives and were accepted as second class citizens. Although in recent history, gender roles have changed profoundly to be more equal, advertisement has and continues, to follow this outdated association of gender roles. This essay will investigate into these constructed ideas of gender, with a focus on how advertising has formed our judgements. I will look at what other writers judgements and use specific examples to prove these ideas. 

Intro



  • Address the question
  • Summary of why it is important 
  • How I will answer this question 



Main Body



  • Overview of how women and men and represented in the media
  • Specific examples
  • Stereotypes 
  • How this constructs our ideas of gender
  • Where these ideas have orientated from - Children
  • specific examples
  • Other forms of the media and how it constructs our ideas
  • Media forms that oppose this idea - counter argument
  • Specific examples
  • Different Representations:
  •  -Transgender representations
  •  - 'Butch' and 'Camp' Men and women 
  • Specific examples
  • Why this changes our ideas of gender

Conclusion 



  • Summary of arguments and evidence
  • How other media forms construct but advertising heavily enforces
  • How this has answered the original question

Wednesday, 19 November 2014

OUGD401 Lecture - Advertising



OUGD401 Lecture - Advertising 


Negatives of Advertising:

- It is often considered as a tool used by capitalism to change established values within society
- It is considered influential in changing our perceptions and what we may need and want
- There is a level of materials for social prestige and influences the way we think
- There is no short term effect specific to the product, it modifies us over a long period of time
- It is often accused of exploring sexism and treating people as cultural stereotypes
- Sex sells, it grabs you and catches your attention and people do respond to sexual images






Positives:

- It drives the economy
- Drives creativity
- It is a powerful form of art
- It shapes popular culture
- Entertaining
- Enlights and inspires
- Reflects values, your hopes and dreams
- Challenges you to do something
- Questions social norms and attitudes
- Raises social awareness




Tuesday, 18 November 2014

OUGD401 - Transgender Research



OUGD401 - Transgender Research 


What does transgender mean?

- denoting or relating to a person whose self-identity does not conform unambiguously to conventional notions of male or female gender


Transgender in today's society

Real progress has been made towards LGBT equality in recent years. But from homophobic bullying in our schools to tragic incidents of hate crime, too many lesbian, gay, bisexual and transgender people face outdated prejudice because of their sexual orientation or gender identity, at every stage in their lives. The transgender and LGBT community have highly negative and inaccurate depiction and are battling over negative media and overcoming stereotypes. Although the media has helped with the acceptance of the LGBT community, the transgender is the only one of four to lose representation in the media. Many people have a profound lack of understanding of what it means to be transgender. Consequently, transgender people commonly face a wide variety of discriminatory barriers to full equality. But even mental health professionals who specialize in gender identity say there is much about being transgender that is unclear, so classifying it for treatment purposes is challenging.


Discrimination of the Transgender Community 

At least one in five transgender people surveyed report experiencing employment discrimination. In six studies conducted between 1996 and 2006, 20 to 57 percent of transgender respondents said they experienced employment discrimination, including being fired, denied a promotion or harassed. Though even more difficult to measure, transgender people also face incredible barriers as job applicants. Transgender people sometimes face difficulties meeting their basic needs (getting a job, housing, or health care) or in having their gender identity respected.
Much of the discrimination transgender people face mirrors that experienced by lesbian, gay and bisexual people, but is often more severe. Additionally, transgender people face a range of legal issues that LGB people rarely do: identity documents not reflective of one’s gender, sex-segregated public restrooms and other facilities, dress codes that perpetuate traditional gender norms, and barriers to access to appropriate health care.


Stereotypes of Transgender

Transgender people are often seen as "confused" and gay or lesbian, despite their gender identity being a separate issue from their sexual orientation. Transgender women (people born male-bodied who identify as women) were stereotyped as feminine, wearing wigs, dresses and make-up. Transgender men (people born female-bodied identify as men) were seen as wanting to be manly but not quite matching up. As acceptance of gays and lesbians has grown, Homosexual couples are presented positively in the media, and many people know gay and lesbian people personally. That makes scaremongering tactics less effective. At the same time, portrayals of transgender individuals have not kept up. In study of undergraduates (Transgender Stereotypes Could Explain Discrimination, 2014) And many of the stereotypes found in the surveys suggest that attitudes are somewhat negative. Transgender men were most often seen as gay, confused, abnormal and as outcasts. People often also associated transgender men with sex-reassignment surgery, which is done to alter the genitals and breasts. Transgender women were also stereotyped as gay, abnormal and confused, as well as born in the wrong body. Participants held the stereotype that neither transgender men nor women were attractive sexual partners.

Stephanie Pappas. (2014) Transgender Stereotypes Could Explain Discrimination. [ONLINE] Available at: http://www.livescience.com/47858-transgender-stereotypes-cause-discrimination.html. [Accessed 18 November 14].

Issues within the Transgender Community

For people who feel they're really a different gender than the one they were born, the new manual changed the diagnostic name from "gender identity disorder" to "gender dysphoria," which refers to the distress that may be associated with it. Drescher (researcher) says the challenge was to reduce stigma and yet maintain access to medical care, which can include psychological support as well as hormones or surgical treatment. All the treatments require a diagnosis for insurance, he says. "It's not called a disorder, but it is in the handbook of mental disorders," Drescher says. "The truth is we actually don't know what it is. Is it a mental disorder or does the cause of gender dysphoria lie somewhere else? We don't know what causes it, so there's no absolute reason why it has to be in the mental disorders section, except as a fact of history, it's always been there." The DSM is the Diagnostic and Statistical Manual of Mental Disorders, but until the manual's second revision in 1973, homosexuality had been included as a mental disorder.

In addition, the hidden extent of suicide attempts among young transgender people has been highlighted in a study. A survey found that 48% of trans people under 26 said they had attempted suicide, and 30% said they had done so in the past year, while 59% said they had at least considered doing so. By comparison, about 6% of all 16- to 24-year-olds say they have attempted suicide, according to the Adult Psychiatry Morbidity Survey. The figures on suicide attempts by trans youth were higher than those found in previous studies across all age groups. A US study in 2006 found that 32% of trans people had tried to kill themselves. And the Trans Mental Health Study of 2012 found 35% had attempted suicide once and 25% a second time. The Pace research also found 59% of transgender youth said they had deliberately hurt themselves, compared with 8.9% of all 16- to 24-year-olds.Margaret Unwin, the Pace chief executive, said: “The lack of visibility and acceptance in society contributes to these shocking figures about suicide attempts and self-harm in trans young people. While society’s attitudes towards transgender people are changing, it is still not fast enough and the negative impacts on trans people’s mental health every day are huge.”


Transgender and Religion 

The relationship between transgenderism and religion varies widely around the world. Religions range from condemning any gender-variant behaviour, to honoring transgender people as religious leaders. Views within a single religion can vary considerably.
Probably the most intolerant religious group regarding transsexuality in America is fundamentalist evangelical Christianity. They are certainly the largest. Many of the more fundamentalist sects believe in their literal interpretation of the Bible. They feel the Bible's eternal truths, as they interpret them, back them up in saying transsexuals are an abomination in God's eyes.
In most branches of Wicca, a person's sexual orientation is not considered an issue, provided that individual relationships are healthy and loving. Transgender people are generally magickal people, according to Karla McLaren in her Energetic Boundaries study guide. Transgender people are almost always welcomed in individual communities, covens, study groups, and circles.

Iran carries out more sex change operations than any other nation in the world except for Thailand. It is sanctioned as a supposed "cure" for homosexuality, which is punishable by death under Iranian law. The government even provides up to half the cost for those needing financial assistance and a sex change is recognised on the birth certificate.
In Thai Buddhism, being katoey (an umbrella term that roughly maps to a range of things from MtF transsexualism to male homosexuality) is seen as being part of one's karma if it should be the case for a person. The response is one of "pity" rather than "blame". Katoey are generally seen as not likely to form lasting relationships with men, and the lay explanation of their karma is that they are working out debts from adulterous behavior in past lives. In the past they disrupted marriages, and now they are doomed to never marry.
In Thailand, katoey are still not allowed to legally become female or marry a man. Same-sex marriage is not possible in Thailand. Transgender women however can marry their European partners, if that is legislatively possible in their partner's country, and leave Thailand.


Transgender people in Non-Western Cultures


Asia

In Thailand and Laos, the term kathoey is used to refer to male-to-female transgender people and effeminate gay men. The cultures of the Indian subcontinent include a third gender, referred to as hijra in Hindi. Transgender people have also been documented in Iran, Japan, Nepal, Indonesia, Vietnam, South Korea, Singapore, and the greater Chinese region, including Hong Kong, Taiwan, and the People's Republic of China.

In India, the Supreme Court on April 15, 2014, recognized a third gender that is neither male nor female, stating "Recognition of transgenders as a third gender is not a social or medical issue but a human rights issue."

North America

In what is now the United States and Canada, many Native American and First Nations peoples recognised the existence of more than two genders, such as the Zuñi male-bodied Ła'mana, the Lakota male-bodied winkte and the Mohave male-bodied alyhaa and female-bodied hwamee. Such people were previously referred to as berdache but are now referred to as Two-Spirit, and their spouses would not necessarily have been regarded as gender-different.In Mexico, the Zapotec culture includes a third gender in the form of the Muxe.

Other

In early Medina, gender-variant male-to-female Islamic people were acknowledged in the form of the Mukhannathun. In Ancient Rome, the Gallae were castrated followers of the Phrygian goddess Cybele and can be regarded as transgender in today's terms.

Among the ancient Middle Eastern Akkadian people, a salzikrum was a person who appeared biologically female but had distinct male traits. Salzikrum is a compound word meaning male daughter. According to the Code of Hammurabi, salzikrūm had inheritance rights like that of priestesses; they inherited from their fathers, unlike regular daughters. A salzikrum's father could also stipulate that she inherit a certain amount

Mahu is a traditional status in Polynesian cultures. Also, in Fa'asamoa traditions, the Samoan culture allows a specific role for male to female transgender individuals as Fa'afafine.


Saturday, 8 November 2014

OUGD401 - Representation of Women in Magazines



OUGD401 - Representation of Women in Magazines 

The representation of women in the magazine industry has been a topic, which has caused debate for many years. Men and women’s magazines have offered contrasting representations ranging from positive role models in women’s lifestyle magazines to negative sexual representations in men’s magazines.

The representation of gender in the media has always been highly debated. Without realising the impact of how different genders are perceived by consumers of the mass media has played a significant role in many people’s everyday lives. The most openly gendered and comparable examples of this medium are ‘lifestyle’ magazines, such as FHM (targeted at men) and Cosmopolitan (targeted at women). Both magazines present a mistaken identity of males and females, representing them as a fantasy or goal persona for readers. ‘Cosmopolitan’ and ‘FHM’ are two very different magazines in terms of their target audience, their content and their style. Whilst both are targeted at young adults, their portrayal of women varies significantly to ensure they meet the needs of their customers. I intend to analyse how woman are represented on the covers and within the content of both magazines with the aim of establishing what messages these representations have for their audiences. The audience responses in both magazines are very different with regards to how women are represented and it is due to these responses that magazines construct a mediated view of women. I have also presented a focus group with the magazine covers to gather their opinions on how woman are represented through magazines to help with my investigation.

Representation is a visual depiction of somebody or something in the media, like magazines, for the purpose that was intended.

‘Images of female bodies are everywhere. Women—and their body parts—sell everything from food to cars.’

This illustrates how the image of woman is used throughout a range of media texts with a primary aim of attracting its audience and generating sales within their chosen category. This has been demonstrated for many years for example, women’s magazines have used iconic role models such as Lea Michele and Jennifer Anniston to sell their products where as men’s magazines have looked for the more sexual representation such as Pamela Anderson and more recently, Rosie Huntington-Whitley.

Cosmopolitan is a monthly woman’s magazine with its target audience being females between 15-34 years of age. It follows the normal conventions of a woman’s magazine



OUGD401 - Representation of Gender in Horror Films



OUGD401 - Representation of Gender in Horror Films 


In the media, we generally see gender as being very stereo typically presented which can mean women being presented through media as “objects” mainly sexually and emotionally orientated. Throughout media they are presented to be beautiful and much more emotional compared to men who are stereo typically seen as being much more tough and less emotional. They can be represented as part of a group such as a group of friends or a family, they tend to work and think of part of a team, they take the role of a helper they are generally never a leader.
Men are usually the heroes in typical media forms, they tend to take on the active roles whereas women tend to take on the passive roles, and there is a definite lack of female role models compared to the amount of male role models. We seldom know what types of relationships men have with the characters, as their roles are made out to be a lot more active, we focus on their actions a lot more.
Visibility in the media has always been an issue when thinking about gender representations. About 20 years ago the visibility of men to women in media was men outnumbering women 2:1. Proving males are much more dominant within the media.
Women can be seen as sexual objects, in media we are often presented with women in the nude or wearing revealing clothes whereas we never really see men in the nude, showing the difference between male and female presentation. The presentation of female visibility in horror films is different compared to other media forms. The main female protagonists can turn into the final girl and are therefore present until the end of the film. The visibility of women in horrors do still however remain quite low as more often than not they are alone and not working as groups which they often do in other media forms.
Age can affect the presentation of women. We tend to see all variety of males: age, class, race whereas we tend to only see young females of white race, who are considered to be young pretty and sexy. Many film stars who are male tend to be a mixture of young and old such as Michael Caine and Matt smith, whereas we never really have any older women actresses who are exceptionally well known.
In advertising, A women's body is often exploited in a sexual way to sell products using the “male gaze” which is where the viewer is put into the place of the male’s eyes, usually to objectify women or to identify with the male. However, more recently we have seen changes in this, men have become objectified in media such as adverts. For example; in perfume adverts men are often seen as sexual objects e.g. in Calvin Klein adverts. A compelling argument could be as a female viewing this advert, are we meant to be viewing it using a female gaze?
This change in the roles can be related to horror movies as there is a sufficient amount of role reversal. We are often presented with a “final girl” a girl who is seen as ‘virginal’ and in a way quite masculine. For example: their names can be unisex and the way they dress can be quite masculine; compared to the more glamorous female characters who stereo typically get injured or killed as they are presented to be weak and their minds are elsewhere. In horror films there appears to be an imbalance with the presentation of women as they are usually either extremely weak or strong- varied female protagonists do not tend to occur within horror films.
Horror, unlike many other forms of media, shows gender in a much more ‘respected’ way, women can be portrayed as being more active than passive, and their passive roles are normally conveyed in other forms of media. In certain horrors they can even be seen as the heroes, or the characters that save the day. In class we watched three horror movies; Halloween, The shining, and Eden Lake. Afterwards, we analysed the visibility, roles, gaze and narrative in favour of men and women and their roles. Halloween, 1978, has the “final girl” called Laurie, her name is unisex, she is conveyed as virginal and innocent, the way she dresses also helps convey this masculine side to her.
The final girl normally lasts to the end of the film, by either defeating the monster or actually turning into the monster. This type of female strength and anger is not usually presented in other forms of media. The males are mainly the aggressive types, stereotypically. However, in horror films you do normally have a male protagonist, they generally get defeated and the female takes over. There tends to be three groups for male and females in films; the useless character, the hero and the monster, gender can be represented through any of these categories.
In the shining the main female protagonist also turned out to be a “final girl” she survived to the end. However the presentation of Wendy varied throughout the film, she varied from strong and weak showing that the presentation of women in horror films can be portrayed differently. This is similar to the main female protagonist in Eden Lake. She appeared to be the “Final girl” but got assumingly murdered by two male characters at the very end of the film. The presentation of women in horror films vary immensely from other media forms due to the unpredictable nature



An analysis of the representation of gender in the genre of Horror Films, with specific focus on ‘Halloween’ and ‘The Orphan.’ 



The horror genre is a particularly distinct genre, unlike any other. It deals with the viewer's nightmares, hidden fears and terror of the unknown. Plots within the horror genre often involve the intrusion of an evil force, event, or personage, commonly of supernatural origin, into the everyday world. It attracts mass audiences and is becoming increasingly popular in modern day culture, as investigators generally use one of two theories to explain why people like horror movies. The first is that the person is not actually afraid, but excited by the movie. The second explanation is that they are willing to endure the terror in order to enjoy a euphoric sense of relief at the end.

In the media, we usually see gender as being very stereotypically presented. This representation of gender has a huge impact on audiences due to our media consumption's, as it leads to them creating generalisations of what it means to be masculine and feminine, and we grow up with an awareness of what appears to signify 'appropriate' characteristics; women with beauty and sexuality, yet no real intellect or strength, and men with power, strength and independence, lacking in emotion and dependency. The need to live up to these expectations are becoming increasingly common, particularly for example women, due to the huge ‘size zero’ phase affecting women, especially girls and teens as a result of extreme body consciousness among the same demographic group, as they felt the need to live up to today’s media presentation of what you ‘should’ look like.

Horror films are no exception to this. The modern day representation of Horror films is debatable, due the stereotypical convention that men are portrayed as the strong, heroic figures, whereas women are only portrayed as weak, ‘damsel’s in distress,’ and used for their sex appeal. Although some horrors manage to push boundaries and switch traditional roles of gender, the typical roles of gender in horror films are still largely common and perceived by audiences today.

The commonly known horror films that portray these two contrasting representations of gender is ‘Halloween,’ the 1978 slasher film and ‘The Orphan,’ the 2009 psychological thriller film. ‘Halloween’ perceives the view that woman are the distressed, weak characters that are rescued by the heroic men, as the character ‘Michael Myers’ kills, stalks and harasses girls, who are brutally killed. In the end the character ‘Laurie’ is the ‘damsel in distress,’ desperately trying to escape, yet she is saved by Dr. Loomis, a strong male figure who rescues her, a very stereotypical, contrasting representation of men and women.

‘The Orphan’ however, varies as it is the female character ‘Esther’ as the villain, opposed to the male Michael Myers in Halloween. It is also the character ‘Leena’ who saves the day, rescues her child Max and kills Esther. Her son Daniel and husband John on the other hand are the victims. The character John is presented as misunderstood and blind as he fails to believe that Esther is not who she says she is, whereas Leena is intelligent and conveyed as strong. While these films are both targeted at young audiences, the contrast of gender is prominent in both of the films, which I intend to analyse throughout.

From the beginning of ‘Halloween,’ the character Michael Myers is introduced to us as the villain of the film. During the first sequence of the beginning, Myers (at this stage a young age,) already presents exceptional strength as he enters his sister Judith’s room and stabs her repeatedly until she falls down dead. This establishes the child's violent psychopathology and already characterises Myers as a strong, devious villain. Throughout the rest of the film, Myers stalks and brutally kills three women. As Myers victims are mainly women, this portrays a dominant strength that he has over all of the women, suggesting to audiences that males are the stronger sex. 

As males tend to take on the more active roles in horrors, audiences would therefore accept the stereotype of the leading males, being dominant and strong, and believing the conventional representations of males in horror films. Filmmakers, particularly traditional ones, tend to keep this macho image of males as we are led to believe that males make better villains, as we associate men with action and the typical conventions of masculinity, one of those being lack of emotion and independency – good qualities to have for villains.
The character Dr Loomis however, is the male hero of the film. Loomis is still traditionally portrayed as having strong, protective and powerful personality. Particularly as it is him that shows intelligence as he shows suspicion which ultimately leads him to saving the day and rescuing Laurie, this indicates how a sociocultural perspective on the representation of bad guys and good guys unites both film and sociocultural aspects of representation, providing an alternative to psychodynamic interpretations of film narrative. In addition Dr Loomis kills Myers by shooting him six times in the chest, is was also used for dramatic effect as it makes Loomis appear as a very strong and forceful, creating a very powerful persona for Loomis as the hero; and fitting with the typical convention that women depend on men for rescue and are weaker than men.
In the film, the women are represented overall as innocent and vulnerable, depicted through their brutal deaths. The use of the female characters bodies are also used within the film, as the character Judith is seen topless in her underwear brushing her hair. Women are often subjects of sexualisation, particularly in horror films as it is a common element in slasher films; it has become common practice in horror films to brutally victimize the women most brutally. Through the years of trial and error within the genre screenwriters and directors have come to the conclusion that “women make the best victims.”
The presentation of female visibility in horror films is different compared to other media forms. The main female protagonists can turn into the final girl and are therefore present until the end of the film. The visibility of women in horrors do still however remain quite low as more often than not they are alone and not working as groups which they often do in other media forms. Women often take up the passive roles within horror films, although the protagonist that survives is Laurie, who is coined as ‘the final girl’ in Carol Clover’s theory. Laurie is an innocent, intelligent and sensible character, as opposed to her friends Annie and Linda who are objectified and thus murdered later on, 4 who survives, although she is a better perception women, she still depended on being saved by Dr Loomis.


‘The Orphan’ however, shows a contradictory point of view as the roles are reversed. The protagonist hero and villain are both female, being Esther and Leena, challenging a lot of aspects in the representation of women. The villain Esther is represented as a very strong, intelligent villain, as she manages to keep her secret in tack and remain the killer. In addition, she also tries to sexualise her own character by dressing up and putting make up on, then getting close to the father when he is drunk, trying to seduce him. She plays games to make it look as if the mother is abusing her, to send the father further into her arms. It is another stereotype, that women seduce men; however The Orphan is controversial as Esther fails to seduce him, leaving her humiliated. This film challenges codes and conventions of the average horror and adds an unusual twist to the female character.
The hero of the film Leena is the mother, who also shows intelligence as she is suspicious and cautious of Esher. Whereas in typical horrors, female characters are depicted as overly emotional and irrational women, Leena’s suspiciousness end up being correct and it is her that saves the family overall. This also breaks away from the typical roles of women, such as a domestic and sexual role, as Leena fights to keep her family safe as portrays women as powerful, particularly mothers suggesting that women will go to great lengths to protect their children, conveying strength in women and initiative. Unlike the father John who ignores Leena’s protests and is deluded by Esther. Although he shows kindness towards Esther, he is ultimately blinded and turns against his wife Leena at one point, and falls to Esther’s falsehood and deviousness, ultimately leading him to his death. This is controversial as although John is portrayed as quite dominant within the family, he ultimately is the victim, along with their son Daniel, conveying the male characters as incapable and weak. Unlike the female characters as Max their daughter, like Leena shows intelligence, although due to her disability and age, she is innocent and vulnerable and relies on Leena to protect her, who in the end does.

To conclude, overall typical conventions of horror films are that women are the ‘damsel’s in distress’ whereas men are the strong heroic figure, yet also the powerful villains, as depicted in Halloween. The Orphan however conveys the strength within the women and weakness in the male characters, this challenges audience’s ways of thinking, as contemporary horrors are influenced by feminism and challenge the typical conventions of horror films. Watching horror films is said to offer viewers a socially sanctioned opportunity to perform behaviours consistent with traditional gender stereotypes and early work on this topic found that males exposed to a sexually violent slasher film increased their acceptance of beliefs that some violence against women is justified and that it may have positive consequences”  Yet modern day films are continually challenging traditional conventions and changing audiences perception of gender representation, that have been imposed by the media, particularly in horror films.

Wednesday, 5 November 2014

OUGD401 - Gender Research



OUGD401 - Gender Research  


Gender is perhaps the basic category we use for sorting human beings, and it is a key issue when discussing representation. Essential elements of our own identity, and the identities we assume other people to have, come from concepts of gender - what does it mean to be a boy or a girl? Many objects, not just humans, are represented by the media as being particularly masculine or feminine - particularly in advertising - and we grow up with an awareness of what constitutes 'appropriate' characteristics


Typically masculine:

Tough
Hard
Sweaty

Typically feminine:

Fragile
Soft
Fragrant



Representations of Femininity

Feminism has been a recognised social philosophy for more than forty years, and the changes that have occurred in women's roles in western society during that time have been nothing short of phenomenal. Yet media representations of women remain worryingly constant. Does this reflect that the status of women has not really changed or that the male-dominated media does not want to accept it has changed?

Representations of women across all media tend to highlight the following:
beauty
size/physique
sexuality
emotional  dealings
relationships

Women are often represented as being part of a context (family, friends, colleagues) and working/thinking as part of a team. In drama, they tend to take the role of helper (Propp) or object, passive rather than active. Often their passivity extends to victimhood. Men are still represented as TV drama characters up to 3 times more frequently than women, and tend to be the predominant focus of news stories.

The representations of women that do make it onto page and screen do tend to be stereotypical, in terms of conforming to societal expectations, and characters who do not fit into the mould tend to be seen as dangerous and deviant.

Discussions of women's representation in the media tend to revolve around the focus on physical beauty to the near-exclusion of other values, the lack of powerful female role models, and the extremely artificial nature of such portrayals, which bear little or no relation to the reality experience by women across the planet.


Representations of Masculinity


'Masculinity' is a concept that is made up of more rigid stereotypes than femininity. Representations of men across all media tend to focus on the following:
Strength - physical and intellectual
Power
Sexual attractiveness
Physique
Independence

Male characters are often represented as isolated, as not needing to rely on others (the lone hero). If they capitulate to being part of a family, it is often part of the resolution of a narrative, rather than an integral factor in the initial equilibrium. It is interesting to note that the male physique is becoming more important a part of representations of masculinity. 'Serious' Hollywood actors in their forties (eg Willem Dafoe, Kevin Spacey) are expected to have a level of 'buffness' that was not aspired to even by young heart-throbs 40 years ago.

Increasingly, men are finding it as difficult to live up to their media representations as women are to theirs. This is partly because of the increased media focus on masculinity - think of the burgeoning market in men's magazines, both lifestyle and health - and the increasing emphasis on even ordinary white collar male workers (who used to sport their beergut with pride) having the muscle definition of a professional swimmer. Anorexia in teenage males has increased alarmingly in recent years, and recent school shootings have been the result of extreme body consciousness among the same demographic group.

As media representations of masculinity become more specifically targeted at audiences with product promotion in mind (the huge profits now made from male fashion, male skin & haircare products, fitness products such as weights, clothing etc), men are encouraged (just as women have been for many years) to aspire to be like (to look/behave in the same way) the role models they see in magazines. This is often an unrealistic target to set, and awareness of this is growing.
Whilst some men are concerned about living up to the ideal types represented in magazines, others are worried by what they perceive as an increasing anti-male bias in the media. There is growing support for the idea that men are represented unfairly in the media

Tuesday, 4 November 2014

OUGD401 Study Task 03 - Summarising & Referencing

OUGD401 Study Task 03 - Summarising & Referencing 





While discussing our topic and themes, we had to create a mind map for our chosen topic and share our ideas. We had to consider these points below and document our knowledge and areas of interest.
- Context
- Historical
- Visual
- Aesthetic
- Technical
- Style
- Technological
- Language/Communication
- Concepts
- Ideology/Politics
- Identity
- Values/Ethics


Book Research:


  • Heller, S. (2000) Sex Appeal, New York, Allworth Press
  • Macdonald, M. (1995) Representing Women, New York, Oxford University Press
  • Centre for Contemporary Arts. (1997) The Women on Art Book, Glasgow, CCA
  • Assirer, A & Carol, A. (1993) Bad Girls and Dirty Pictures, London, Pluto Press
  • Gough-Yates, A. (2003) Understanding Women's Magazine, Oxon, Routledge
  • Suthrell, C. (2004) Unzipping Gender, Oxford, Berg 



This was really useful to me as after creating the mind map and comparing ideas, I found three topics that interest me the most which I then compared, and feel that I will take the third and final topic forward of transgender. These being:

1. The gender stereotypes of childrens toys

- when it comes to the world of children – the toys they play with and the clothes they wear – stereotypes have never been so defined, or rigidly enforced. Pink and blue have triumphed in the toy market, and there are often serious social penalties for children who breach the divide. The rise of highly gendered toys is a result of capitalism, but it also suggests a deep, subconscious unease with the advances of the past few decades. The justification for this kind of gender segregation is usually that it's natural and traditional – that it's always existed.
2. Representation of women as sex objects

- Women are presented as sexual objects to be enjoyed by men. The 'male gaze' presents women through the lens of male objectification. One way of creating the male gaze through advertisement is to reduce the female body to pieces. This targets the gaze to a specific (and genrally sexualy stimulating) part of the body. This creates the false consciousness of the 'beauty ideal' and that you need to be alluring and attracting to be accepted in society.

3. The role of the transgender society in todays media

- The transgender and LGBT community have highly negative and inaccurate depiction and are battling over negative media and overcoming stereotypes. Although the media has helped with the acceptance of the LGBT community, the transgender is the only one of four to lose representation in the media. Many people have a profound lack of understanding of what it means to be transgender. Consequently, transgender people commonly face a wide variety of discriminatory barriers to full equality.


Hypothesis:

To what extent does advertising construct our ideas of transgender? A great deal of progress needs to be made for fair and accurate depictions of the transgender community. Advertising encourages our sustaining stereotypes of transgender, along with the media with its negative highly negative and inaccurate depictions of the transgender and LGBT community.  Although the media has helped with the acceptance of the LGBT community, the transgender is the only one of four to lose representation in the media. Many people have a profound lack of understanding of what it means to be transgender. Consequently, transgender people commonly face a wide variety of discriminatory barriers to full equality.



Chapter 27 Summary - Transgender, Transmedia & Transnationality

Carter, C, Steiner, L & McLaughlin L. (2013) The Routledge Companion to Media & Gender, New York, Routledge

This chapter focuses on the celebrity Chaz Bono, who is a transgender man and his narrative of being transgender. He is openly transgender and has appeared on shows such a 'Dancing with the Stars' and the 'David Letterman Show' discussing his choice and how he felt he was 'trapped inside the wrong body.'  The New Times however, called him a 'reluctant transgender role model.' Bono utilised his importance on being on such mainstream shows as he felt 'so little is known about transgender, there is so many completely inaccurate stereotypes and thoughts that people have.' Although there were right-winged backlash against the show after Bono's appearance, this media coverage did give Bono unprecedented publicity for transgender visibility.


Tuesday, 28 October 2014

OUGD401 - Interim Crit

OUGD401 - Interim Crit


For our interim crit, we discussed the topics and questions and which we were going to go ahead with. As I was between either the gender representation topic and political/social change, after discussion, I decided to go ahead with looking at gender representation. This topic is very interesting to me and I think it has a significant importance. So much has changed in society since the Second World War. White middle-class women in the Western world are now aware that they have more options than to try and be a housewife and mother (with or without a part-time job). Non-White and working-class women are less punished for being ambitious beyond what used to be their social status. Men know how to change a diaper. Machines take care of cleaning dishes and clothes. This changed view of women’s role and social position, in place since the nineteenth century for middle and upper-class households, is marked by Friedan’s famous book The Feminine Mystique (1963).
Women however, have always tended to suffer from a narrow set of representations in the media. Although now, women are no longer related to such a degree of domestic housewives or mothers, there is still an extreme hyper-sexalised representation of women. Defining women as sex objects has become a leading representation in todays media, and this is still the case. There is such a broad range of examples of gender representations in the media and how this has constructed our ideas of gender, therefore this is something I am very passionate about and feel it is the right question to explore and research in such depth.

Tuesday, 21 October 2014

OUGD401 - Gender Representation, Consumerism and Political/Social Change



Gender Representation, Consumerism and Political/Social Change 


Consumerism:



In commodity culture we construct our identities through the consumer products that inhabit our lives. There is a idea that ourselves are judged less for our qualities and abilities, more rather for the material things we own as an individual. Stewart Edwen's term of 'Commodity culture' is the idea that it perpetuates false needs with:

- Aesthetic innovation

- Planned obsolescence

- Novelty

Karl Marx (1818-1883) had a social, political and economic theory of the class system, which we now know as Marxism. Part of the Marxist view is built on the materialist understanding of societal development; the economic necessity required by humans to provide for their material needs. Advertising conceals the background 'history' of products. In other words the context in which a product is produced is kept hidden. Products can also be given human associations, a term called Relification, where products themselves are perceived as sexy, romantic, cool etc. This commodity culture manipulates us and makes us think one dimensionally - it stifles us, and prevents us living full, meaningful lives.

 




Gender Representation:

'Men act and Women appear. Women watch themselves being looked' - Burger, 1972.
 This is the traditional stereotype of Women's roles within society. In today's modern society, although women have extensive rights and are seen a lot more equally, women are still objectified and highly sexalised due largely to the media. The camera in contemporary media has been put to use as an extension of the male gaze at women on the streets. A lot of 1940s and 50s adverts also put women in a derogative position, often suggesting that the route to social success is your desirability, to look good and to provide. While also reinforcing the relationship of power and dominance of men. Contemporary magazines also enforce this as articles include 'What men want from you' and women being the dominant figure of beauty, never challenging models traditional idea of beauty.
However, in todays modern time there is a lot opposing this idea, for example posters and advertisements emphasising that women have the right to dress how she likes and demands sexual satisfaction from men. Moreover, there is much more of a pressure on men nowadays to equally be a dominant figure of beauty. Some advertisements have gone some way of subjectifying men as 'eye candy.' However, the content is still predominantly hetrosexual, all the advertising system does is makes us feel inadequate, and tricks us into buying beauty products, gym memberships and more.







Political/Social:


Propaganda is the main source of evidence for this topic, as it has it has a huge effect on the mindset of its audiences to change their perceptions in a certain point in history. World War 1 & 2 are god examples of this. The introduction to self education could be something to look at, or the movement of modernism. The Bauhaus movement was a huge project with the idea that we could create one universal language for all of humanity and that we could create affordable art for all, etc. Underground sub culture rejects values of modern society. Zines and OZ Magazine is something that could be researched too.




Wednesday, 15 October 2014

OUGD401 Study Task 02 - Modernism & Postmodernism



OUGD401 Study Task 02 - Modernism & Postmodernism


Modernism 

Carafe, Jug, and Fruit Bowl, 1909, Pablo Picasso

Cubism, of which this painting is an example, is regarded as the most important modern-ism. Like many modern-isms, it makes intellect central to art. It systematically explores the relation between art and what it represents, thereby completely abandoning the Naturalistic aim to paint things 'simply' as they appear to the observer. Instead, Cubists sought to convey an object's existence in time and space, representing the object from different vantages. The explored how paintings are constructed, and how they function as works of art, making explicit the questions: What is art? And: What does art represent? 





Postmodernism 

Marilyn Diptych, 1962, Andy Warhol

Pop Art, with its interest in mass media, marketing and advertising, can be seen as an early form of Postmodernism. Warhol's work explores the cult of celebrity and the way an individual can be consumed by, or lost behind, in their own image. The loss of an original and its displacement copies is a central preoccupation of the postmodern art which Pop was a forerunner. Warhol's diptych was produced in the months following Monroe's suicide. It is an exploration of the way individuals, after death, can achieve 'immortality' through endlessly replicated images in magazines and advertising. 




Tuesday, 14 October 2014

OUGD401 - Modernism & Post-Modernism


OUGD401 - Modernism & Postmodernism


In today's seminar, we looked at and compared Modernism and Postmodernism. This was an introduction to both for me as I have never looked into or compare both styles in this level of detail. This was a good insight into the subjects for me and an interesting option for the main body of work in this module.

Module Questions:

Modernism: 
‘To what extent have Modernist design principles influenced contemporary Graphic Design?’

Postmodernism:
“How did Postmodernism impact on Graphic Design practice?



Characteristics of Modernism:


Rejection of ornament (anti-decorative).
Form follows function - purpose comes before the appearance.
Swiss designs.
Primitive.
Radical.
Use of a grid.
Features Helvetica/Aksidenz Grotesk.
Experimental
No illustrations.
Flush left, ragged right.
Universal, purely functional.


Modernism was a broad movement encompassing all the avant-garde isms of the first half of the the 20th century. Although different modern-isms were often incompatible (and occasionally antagonistic) they all rejected the dominance of Naturalism and Academicism in favour of experimental art. The common trend was to seek answers to fundamental questions about the nature of art and human experience. It rejected the industrial in favour of the primitive, and all modern-isms shared a common feeling that the modern world was fundamentally different from what had passed before and that art needed to renew itself by confronting and exploring its own modernity.  




Characteristics of Postmodernism:

Exhaustion.
Pluralism.
Disillusionment with the idea of absolute knowledge.
Modern life.
Technology, new materials.
Communication - overlaps with modernity.

Postmodernism developed from critiques of architectural modernism in the 1970s. By the 1980's, visual art which criticised society was also being referred to as 'postmodernism.'  Postmodernism is effectively a late Modernism many of whose critiques can be traced back to Modernism itself. Postmodernism architecture uses more eclectic materials and styles with greater playfulness. Whereas Postmodernism artists are pure relativists, they often use their art to explore and undermine the way society constructs and imposes a traditional hierarchy of cultural values and meanings. Unlike Modernists, Postmodernists place little or no faith in the unconscious as a source of creative and personal authenticity. They value art not for its universality and timelessness but for being imperfect, accessible, local and temporary.   




Monday, 13 October 2014

OUGD401 Study Task 01 - Comparative Analysis



OUGD401 Context of Practise Task 1: Comparative Analysis 


The Uncle Sam Range (1876) Advertising image by Schumacher & Ettlinger, New York





Poster by Savile Lumley (1915)




These two images both share similarities in a number of ways and are both used as a form of propaganda, despite their different purposes. The first image is an advertisement for a stove produced by Schumacher & Ettlinger in 1876. It was produced in the same year of America's centenary of their independence and plays off this patriotism with 'The Uncle Sam Range' to sell the cooker. The second however, is a Poster produced by Savile Lumley in 1915 issued during the First World War aimed to recruit volunteers, specifically men. Until conscription was introduced in 1916, recruitment posters were an essential element in attracting young men to the armed forces during the 'Great War' of 1914-1918. Savile Lumley's poster has become one of the best known because of its tone of emotional blackmail. 


Both images are forms of propaganda and use their different elements to persuade and pressure its audiences. In 'The Uncle Sam Range' for instance, the stove is not central to the image, suggesting that is focuses on the idea that it leads off aspiration, selling you the hope of a better lifestyle and the 'American Dream' if you buy this cooker. Similarly, although Savile Lumley's poster provokes more of an emotional response off its audiences, the poster also puts forward aspiration and the promise of success, particularly in the use of the children glorifying the war by symbolism such as the British toy soldiers, implying that they will win the war. 

The target audiences for both of these images are categorically aimed at men. 'The Uncle Sam Range' advertisement has Uncle Sam central to the image and waiting for food, while a woman in the background of the image is serving the food. This proposes the traditional stereotypes as man as the superior and women there only to fulfill the role as a housewife. This creates desire for men as they strive to be successful, implying that they can be with this cooker. In Savile Lumley's poster, a woman isn't even present in the image. It indicates that is a man's duty to join the war as a father and the breadwinner of the household. In addition, I believe these posters are also both aimed at middle class working men in particular, as due to the social and historical context in these periods, we trust that the working class for Schumacher & Ettlinger's advertisement, would not be able to afford this cooker, and the upper class will not be persuaded by the motive of the poster as it is not relevant to them. While in Lumley's poster, most working class men had already volunteered for 'The Great War' for a sense of adventure, good pay, food etc, while the upper class had a lot more security in higher ranking positions, thus leaving middle class men to be targeted in both images. 

Furthermore, both images have carefully chosen the font and style very effectively. Schumacher & Ettlinger's advertisement uses the traditional slab serif, western style font, which refers to American self mythology of prosperity, along with the gold colour of the type which altogether is emblematic of American culture. On the other hand, Lumley's poster uses a playful, scripted font to emulate that it is the daughter speaking, this makes it a lot more intimate and powerful and also uses direct address with the word 'YOU,' speaking to us as an audience. Both images choice of style and font enhances and relates directly to the motive of each image, making both more persuasive and effective.     

One striking difference however in both images is the different tones of both. Schumacher & Ettlinger's advertisement portrays great patriotism of America, particularly in its striking imagery, such as the red and blue tones, the eagle, Uncle Sam and the stars and strip patterns. This suggests cultural superiority to foreigners and perceives that by buying this particular cooker, you too will be more advanced and superior to the rest of the world. In contrast, Lumley's poster has subtle elements of patriotism with the red roses and the royal emblem within the furniture, but no where near as prominent as the advertisement. Lumley's poster instead provokes a powerful emotional response compelling men to volunteer, with simple but clear symbolism such as the man's anxious face, the children and text. This creates a powerful sense of duty to family, but also suggests that, in the future, children would hold their fathers to account on the service that they performed for their country rather than the social protection that they ensured for their immediate family. This shows us a lot about the difference in cultures but personally I think Lumley's emotional blackmail is more successful in terms of persuading and pressuring an audience, particularly by its use of direct address. Although the tone is a direct contrast, both images are put together very similarly to communicate its purpose, which both do in my opinion, very effectively. 


Thursday, 9 October 2014

OUGO401 Visual Communication Lecture


Context of Practise

- Visual Literacy: The language of Visual Culture


Visual Communication:    

- The process of sending and receiving messages 
- Understanding of signs, symbols, gestures and objects
- Affected by audience, context, media and method of distribution 

Visual Literacy: 

- The ability to contract meaning from visual images and type
- Interpreting images of the present, past and a range of cultures
- Producing images that effectively communicate a message to an audience 
- The ability to interpret, negotiate and make meaning
- Based on the idea that pictures can be read
- Agreement between a group of people that one thing will stand for another for any language to exist 
- The conventions of visual communication are a combination of cultural and universal symbols


  • Visual Syntax    
- Refers to the pictorial structure and visual organisation and of images, it represents the basic building block of an image and how we read it


  • Visual Semantics
- The semantics of an image refers to the way an image fits into a cultural pro cress of communication. It includes the relationship between form and meaning and the way meaning is created through cultural references, social ideals, religious beliefs, political ideas, historical structures etc. 


  • Semiotics
In the study of signs and sign processes (semiosis), indication, designation, likeness, analogy, metaphor, symbolism, signification and communication


- Symbol (Logo)
- Sign (Identity) 
- Signifier (Brand)


  • Visual Synecdoche  
- Term is applied when a part is used to represent the whole, or vice versa
- The main subject is simply substituted for something that is inherently connected to it


  • Visual Metonym
- Is a symbolic image that is used to make reference to something with a more literal meaning


  • Visual Metaphor
- Used to transfer the meaning from one image to another
- 'Work the Metaphor,' every object has the capacity for something other than what is apparent 


Friday, 3 October 2014

OUGD401 - Brief

30/09/14


Context of Practice  Introduction


Submission Date: 5th May 2015

  • Context Blog - Reflections and notes on the lectures and your own research
  • 3000 word essay - Essay draft due in 10th February 2015
Key Texts: 
  • Barnard, M. 2005 - Graphic Design As Communication
  • Lupton, E & Miller, A. - Design Writing Research on Graphic Design

Studio Brief 1 - 'This is Graphic Design' 

(1) Design Context Blog
(2) 3000 Word Essay
(3) Body of Work

  • Blog - Research, notes, gallery trips, exhibitions, record of activities undertaken in seminars, readings, what you have designed from your reading and work. 
  • Essay and Body of Work - critical analysis, logical structure, developed argument, at least 10 sources and Harvard conventions