There was an interesting debate in the sunday paper of Helsingin Sanomat a few weeks ago, where a researcher discussed the topic income and gender and how men produce more tax income etc. This immediately sparked the discussion of how much does domestic work have value since usually the women stay home longer when families have small kids.
I find it somewhat amusing how the same arguments go round and round and eventually same topics pop up again, with no decisive aim or goal. Every once in a while these type of discussions take media space.
In today´s paper, in the entertainment section, there was an evaluation about "iron ladies" in tv-series. The other was from Damages and the other from the movie Devil wears Prada. The text pondered which one would of these ladies would be tougher if they matched up. What caught my eye was how they defined their language and physical appearance. They never shouted, but gave their negative feedback in a low and calm voice. This reminded me of a discussion in class where we talked that the lower your voice the more seriously you are taken. They also have a serious appearance and their clothes are very fashionable yet conservative.
This actually suggests that if a female wants to be in an executive position and be taken seriously they must be very tough, in behaviour and appearance, if not even evil. They must talk in low a pitch and smile scarcely. Things you learn from just watching the tv...
sunnuntai 2. toukokuuta 2010
Advertising and gender
We have discussed this topic previously as we talked how people receive different ads, depending on the information they have given on registration. E.g I receive assault backpack ads in my Facebook account whereas women my age might receive diaper ads... It is all about profiling for customers.
Actually I think it is easier to understand gender stereotyping when it comes to advertising since the aim is to sell the product or concept.
http://www.youtube.com/watch?v=EU-IBF8nwSY
This is an republican ad campaigning for Reagan in the 80´s. From this one can clearly see what is regarded "normal" or something worth trying to accomplish. In a way it worked since (it I remember correctly) he won the election.
Comparing to school books or something more appropriate ads, in my opinion, can have more leniency when it comes to using stereotypes. This is because the goal is different. For instance the cell phone ads that we looked at in class were quite different and the one that was clearly aimed for female audiences was propably more efficient than the "business" phone ad that was quite boring...
Actually I think it is easier to understand gender stereotyping when it comes to advertising since the aim is to sell the product or concept.
http://www.youtube.com/watch?v=EU-IBF8nwSY
This is an republican ad campaigning for Reagan in the 80´s. From this one can clearly see what is regarded "normal" or something worth trying to accomplish. In a way it worked since (it I remember correctly) he won the election.
Comparing to school books or something more appropriate ads, in my opinion, can have more leniency when it comes to using stereotypes. This is because the goal is different. For instance the cell phone ads that we looked at in class were quite different and the one that was clearly aimed for female audiences was propably more efficient than the "business" phone ad that was quite boring...
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