Y ou as reader become the product
Download
1 / 39

Y ou, as reader, become the product - PowerPoint PPT Presentation


  • 50 Views
  • Uploaded on

Y ou, as reader, become the product.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Y ou, as reader, become the product' - bairn


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Y ou as reader become the product
You, as reader, become the product


In Gender Advertisments, sociologist Erving Goffman suggests that ads are just hyper-ritualizations of many of the rituals we already use to communicate gender. This isn’t necessarily how we behave as real men and women in our much or most of our daily lives, but how we signal gender when called upon to do so.

Others might call these communication rituals “performing gender.”







Ritualization of subordination:

“Lower ranks” shown occupying lower regions

Women’s subordination often signified by showing them as less serious, with less need to be serious: “clowning” or “goofing”








Direct gaze into the camera indicates fully present and attentive.

Withdrawing into one’s own world suggests less attentive to immediate environment, less cognizant, less powerful.

Flooding out is another kind of withdrawal from the real world—abandoning oneself to a sensation.


Direct gaze
Direct gaze attentive.


Direct gaze1
Direct gaze attentive.



Withdrawing
withdrawing attentive.



Goofing1
Goofing attentive.


Flooding out

Flooding out attentive.


M ore flooding out
m attentive.ore flooding out



Flooding out1
Flooding out attentive.



Literal unstable pose
Literal unstable pose subordination


Also unstable in pose
Also unstable in pose subordination


Canting
Canting subordination


Jean subordinationKilbourn in the Killing Me Softly series discusses other ways women are represented

Silenced

Fragmented body parts

InfantilizedTrivialized



Also silenced
also silenced? subordination


Blinded
Blinded? subordination


Fragmented body parts
Fragmented body parts subordination


F ragmentation of the body
f subordinationragmentation of the body


Trivializing
Trivializing subordination


Infantilizing
Infantilizing subordination


Jhally which social values does ford associate its van with here ghosh more inclusion now
Jhally subordination: Which social values does Ford associate its van with here? Ghosh: More inclusion now?



ad