y ou as reader become the product n.
Skip this Video
Download Presentation
Y ou, as reader, become the product

Loading in 2 Seconds...

play fullscreen
1 / 39

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

  • Uploaded on

Y ou, as reader, become the product.

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

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

Download Now 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

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.


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


Fragmented body parts


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