The Great Communicators: Language and the Media Chapter 6

1. The Great Communicators: Language and the MediaChapter 6 Women, Men and Society

2. Intro • Much of what is conveyed to us through the mass media is infused with particular values and norms, including many about gender. • Focus on gender images in print media • Audiovisual medium: TV (26-33% leisure time us used to watch) • Advertisements

3. Sexism and Language: What’s in a Word? • Words: symbols with meaning: they define, describe, evaluate. Within a culture we share the meanings assigned to words. • Words are used in the socialization of the young. Hence, gender is influenced by words we use in contemporary language.

4. Box 6.1: Linguistic Sexism • Male words connote power, authority, or a positively valued status • Female words have sexual connotations. • Sematic derogation: once a word or term becomes associated with women, it often acquires semantic characteristics that are congruent with social stereotypes and evaluations of women as a group. • Sexism and ageism is often combined

5. Linguistic Sexism • Compound words: Kingdom not queendom • Women’s place in society: Mr, Miss and Mrs. Mrs. Paul Schonder? • Ignore women: he and man, is this neutral? Or, do people conjure up images? See box 6.1 • Discuss gender neutral terms.

6. Do Women and Men Speak Different Languages? • Deborah Tannen: We speak in genderlects • Women: language of intimacy and connection • Men: language of status and independence • -> misunderstandings

7. Genderlects? • Other studies show few communication differences between women and men • Communication was influenced by situational factors, sex of the person with whom they were speaking, context of the conversation, and the perceived status of both the speaker and listener. • Listeners’ reactions to female’s self disclosures: few differences between men and women, except women did more active listening.

8. Genderlects? • Cross sex communication: men often do more of the talking • Men have more success in getting a conversation focused on topics they introduce • When men speak: listeners of both sexes more actively attend than when women speak

9. Cont. • Men control more space • Men invade women’s personal space more than women invade men’s space • Men touch and stare more • Women avert eyes when stared at, smile and laugh more/submissive gesture • In same sex conversations females speak more, women more dynamic-men more individualistic, women interrupt each other more-but positively • Women’s communication often belittled • Evaluations in workplace found no difference in communication competency, but women gave selves a lower evaluation.

10. Gender and the Media: • Reflection Hypothesis: media content mirrors the behaviors and relationships, and values and norms most prevalent in a society. • Media analysts point out that the media also actively shapes and create culture. • How? I.e. what is selected (important enough) to be presented on the news • Many viewers are uncritical of portrayals and accept them as accurate-> we derive a world view this way

11. Written Word: Gender Messages in Newspapers and Magazines • Symbolic annihilation: when the media ignore, trivialize, or condemn women • Fewer women than men read the paper due to younger age, unemployment, and children under 6. And! due to male bias • Papers/news magazines predominantly male stories • Female stories incl. Physical description, marital status and personality descriptions, little about qualifications

12. Written Word: Gender Messages in Newspapers and Magazines • Outspoken women portrayed as hostile • The media presents feminists as a small, but vocal radical fringe group that most members of society dislike • Work in journalism is dominated by men • Mixed research if greater diversity in staff results in balanced coverage, as many women journalists follow male patterns. Keep in mind, they are still in a man’s world. • Some research indicates when there are more women in the newsroom there are more stories written by women about women, and more stories written by men about women

13. Gender and Magazines • Women’s magazines have cultivated a cult of femininity-a femininity as a narcissistic absorption with oneself • Huge focus on sex/embolden women to be on equal ground as men • Make over theme • Getting and keeping a man –aggressive sex appeal (not romance) • Heterosexual focus • Weight • Women as consumers

14. Men’s Magazines • Finance, business, technology, sports/hobbies and sex • Leisurely lifestyle due to financial success • Politics, music, art, film, sports, travel famous men • Some fashion • Absence of male/female relationships, sex a side issue • Ads: cars, cigarettes, alcohol, cameras

15. TV: The Ubiquitous Media Socializer • Most people have access to a TV • We spend significant time watching TV • We need no special skills • Practically for free • Have the same shows nationwide • Women: less important than men: fewer women on prime time, character young and less mature, old women negative roles, young actresses attractive/thin, sexy, scantily dressed,

16. TV • Positive changes: female primetime character hold jobs, are strong and independent, and self-reliant, and honest • Some supernatural women • Men shown as supportive of wife willing to do childcare and housework (although you don’t see them cleaning) • Only a minority of women are shown on the job • Women interested in romantic relationships, males talk about work • Women use sex and charm and whine • Men use force.

17. TV • Since 1970 inclusion of feminist topics i.e. rape, DM, incest • Feminists per say are devalued • Racial diversity is not reflected • Exclusion of people with disabilities • More inclusive of homosexuals • Local news programs show women/men team-she must be beautiful, friendly, look young • National network news: women still in minority, minorities underrepresented, people with disabilities underrepresented, homosexuals? • TV news directors (off screen) –white males

18. Gender Messages in Advertisements: Does sexism sell? • Men: buy a product and get the sweet young thing with it • Women: buy a product and be the sweet young thing • Women shown as subordinate, partial, or diminished • Men shown in professional roles • Women shown in traditional roles • Women sell cleaners, personal care items, food • Men sell domestic products

19. Gender Messages in Advertisements: Does sexism sell? • Voices in ads mainly male as advertisers believe they have authority and are believable/research disputes this as females are just as believable and trusted. • Since 1970 women sexually exploited-scantily clad/naked regardless of product • Men: depicted as Rambo or himbo/power babe genre of advertising • Lolita syndrome: sexed up kids • Old women/health care products old men/authorities

20. Gender Messages in Advertisements: Does sexism sell? • Minorities underrepresented/gays practically absent • Research finds qualified support that sexism sells • Sex effective with male products/appeal to teens of both sexes/ • Ineffective with large segment of adult female consumer • Nudity, semi nudity, sexual innuendo reduces memory of product

21. Images of Gender in the Media: What are their effects? • Impact on violence • Kids: 10-17 keen awareness of physical attractiveness for females • Understood that female characters worry about appearance, weight, and whine and cry and flirt vs. boys leaders, sports, want to be kissed or have sex. • More girls than boys want to look like the character on TV • Views can be internalized • Developmental issue: can kid distinguish fact from fiction • The heavier the viewing the greater the acceptance of info as true.

22. Images of Gender in the Media: What are their effects? • Young women more critical of TV than young men • Does TV cause gender stereotypes? Those who tend to stereotype might watch more TV. • The media tend to reinforce gender stereotypes that have already been learned • A study showed that women who had been exposed to gender reversal ads showed similar aspirations as typical males. • Males who were exposed to sex objects in ads increased their tendency to gender stereotype and also scored higher than other participants on a scale measuring attitudes supportive of rape and sexual aggression.

23. Language and Media as Shapers of Gender • Women are portrayed as an afterthought. • Women experience symbolic annihilation • Negatively impact men’s and women’s behaviors and self-concepts • Change in the depiction of women will break gender stereotypes • Positions of power in the industry should be balanced between women and men. • Let’s all use gender neutral language.