International Communication (COM3119)
Assignment Description:
This assignment is called "Key Concept Exploration Video" and it was used to introduce International Communication (COM3119) students to some of the theories we later utilized in class. Class was divided into groups of 4-5 students and each group was assigned to explore a concept. Asides from introducing the concept's key ideas, students were tasked with applying the theory to current international events, products, and/or news stories. Major findings were to be summarized in a form of YouTube video (5-10 min) as well as in a short written report. Theoretical information was to be grounded in reliable scholarly sources (scientific journals and specialized books) but all videos were addressed to a layman (a person without professional or specialized knowledge in a concept or international communication). Short videos were to accomplish the following:
This assignment is called "Key Concept Exploration Video" and it was used to introduce International Communication (COM3119) students to some of the theories we later utilized in class. Class was divided into groups of 4-5 students and each group was assigned to explore a concept. Asides from introducing the concept's key ideas, students were tasked with applying the theory to current international events, products, and/or news stories. Major findings were to be summarized in a form of YouTube video (5-10 min) as well as in a short written report. Theoretical information was to be grounded in reliable scholarly sources (scientific journals and specialized books) but all videos were addressed to a layman (a person without professional or specialized knowledge in a concept or international communication). Short videos were to accomplish the following:
- Introduce the concept’s history and origin using a simple language
- Discuss what problem was the concept trying to solve/address
- Talk about why the idea was important when it first came out
- How has it been employed by media researchers in the years since
- Discuss its limitations and criticisms
- Why is it relevant today (or give arguments why it is not)
- Illustrate your arguments using specific examples from contemporary international events, products, and/or news stories (i.e. apply the concept in practice)
Student Work
Topic:
Mass Media: The construction of Gender Stereotypes
Authors:
Chan Ming Yi, Lui Ki Ip, Yau Nok Lam, Wong Kam Hei, Zhen Ying, Cheung Ho Wai
Youtube link: https://www.youtube.com/watch?v=SyDl-eOarJc&feature=youtu.be
Defnitions of Stereotyping
In 1922, American author, Walter Lippmann introduced the concept of “stereotyping” and defined it as “a selection process that is used to organize and simplify perceptions of others”. In other words, Stereotyping is a form of “generalization about a group of people”. Stereotypes are often constructed and enforced by mass media and this research focuses on gender stereotypes. Gender is used to designate the social and cultural aspects of Masculinity and Femininity. While based in the biological differences, masculinity and femininity are cultural definitions that are socially attributed in names, clothing, hairstyles, etc. More importantly, gender involves the traits that a culture attributes to and perpetuates in males and female, like for example, active/passive or strong/weak, hence constructing binary oppositions. This can lead to perception that the male category privileged over the female or that masculine traits are superior to feminine traits.
Origins
In 1979, Theodor Adorno and Max Horkheime from the Frankfurt School of Philosophy published a work called "Dialectic of Enlightenment". In their text, they argued that mass media is a culture industry and that mass culture is the product formed by the industry -not by people. In other words, people are at the receiving end for all the messages and values of the established system. This notion is even important today than it was in the 1970's: as today's mass media is saturated with images of women and men along with ideas about their ideal types and sexuality today, they inevitably impact modern audience's sense of identity. Compared with the traditional society, modern society - especially the western society - emphasis is on uniqueness and people’s individual choices regarding their identity. At the same time, most people have the tendency to avoid great changes or challenges that come with being distinctive. As a result, the images of women and men on media - including TV shows, magazines or advertisements - have become an ideal blueprints that people follow in constructing their own identities. When the media repeatedly presents gender roles in one way, it inevitably affects audiences' perspective and deepens gender stereotypes.
Changing process
Women in the media are generally portrayed as young, slim and beautiful, leading to a wide-spread notion that they ought to be concerned with their physical appearance. Stereotypical representations in advertising often involve displays of women with “slender long legs”, “prominent breasts or thighs” advocating the use of products that have no connection with their body. Men are likewise portrayed as one-dimensional embodiments of masculinity: they display machism, independence, competitiveness, emotional detachment and aggressiveness, all while being encouraged to be stronger. However, these simplifications are increasingly seem as problematic and mass audience is opening up to the idea that the images of men and women can be diverse. Women are no longer just represented as a weaker sex and men are no longer shown as exclusively masculine and ferocious types.
The gender roles shaped by the media in the past were static: female were required to exhibit feminine traits and the idea of male was equated with masculinity. Those who failed to exhibit or abide by this traits, were generally discriminated by the public. Although such stereotypical depictions are still widespread in the media, past few decades have also introduced more diversity into the mix. For example, it is not uncommon to see females dressed in gender-neutral clothing or to see very slim men. In other words, the acceptance level of the media has become somewhat become higher.
Why is it relevant today
Gender stereotypes present in the media are not only affecting the thoughts and actions of adults but also of children. Media has the power to educate, affect social changes and even alter ideology that shapes people’s lives. However, in the case of female presence, much of research shows that women are underrepresented and shown in stereotype manner in the media thus possibly leading to adoption of narrow ideas of gender roles in the society over time. Images of models with unattainable bodies or traditional portrayal of women as a hard working housewife can, in some cases, pressure women to conform a “standard” outlook or a role that may have a detrimental impact on women’s self-esteem and affect gender equality.
References
Image of women in the media. (2002, March 25) Retrieved from http://assembly.coe.int/nw/xml/XRef/X2H-Xref-ViewHTML.asp?FileID=9673&lang=EN (Links to an external site.)
Lustig, M., & Koester, J. (2006). Intercultural Competence: Interpersonal Communication across Cultures (5th ed., p. 140). Boston, MA: Pearson and AB.
Butler, J. (1988). Performative acts and gender constitution: an essay inphenomenology and feminist theory. Theatre Journal, 40(4), 519–531.
Foucault, M. (1982). The subject and power. Critical Inquiry, 8(4), 777-795
Mitchell, N. (2007). Advertising women: images, audiences and advertisers. In C.Pamela J., & M. Anneke, Women in mass communication (pp. 97-106). London: Sage
Barr, S. (2019, February 4). Boden apologises after children's catalogue criticised for gender stereotyping. Retrieved from https://www.independent.co.uk/life-style/fashion/boden-sexist-gender-stereotyping-girls-boys-children-clothes-twitter-a8761926.html (Links to an external site.).
thekinolibrary. (2015, August 4). 1930s, 1940s School, Boys Learn Science, Girls Do Home Economics, Gender Stereotypes. Retrieved from 1930s, 1940s School, Boys Learn Science, Girls Do Home Economics, Gender Stereotypes (Links to an external site.)
Mass Media: The construction of Gender Stereotypes
Authors:
Chan Ming Yi, Lui Ki Ip, Yau Nok Lam, Wong Kam Hei, Zhen Ying, Cheung Ho Wai
Youtube link: https://www.youtube.com/watch?v=SyDl-eOarJc&feature=youtu.be
Defnitions of Stereotyping
In 1922, American author, Walter Lippmann introduced the concept of “stereotyping” and defined it as “a selection process that is used to organize and simplify perceptions of others”. In other words, Stereotyping is a form of “generalization about a group of people”. Stereotypes are often constructed and enforced by mass media and this research focuses on gender stereotypes. Gender is used to designate the social and cultural aspects of Masculinity and Femininity. While based in the biological differences, masculinity and femininity are cultural definitions that are socially attributed in names, clothing, hairstyles, etc. More importantly, gender involves the traits that a culture attributes to and perpetuates in males and female, like for example, active/passive or strong/weak, hence constructing binary oppositions. This can lead to perception that the male category privileged over the female or that masculine traits are superior to feminine traits.
Origins
In 1979, Theodor Adorno and Max Horkheime from the Frankfurt School of Philosophy published a work called "Dialectic of Enlightenment". In their text, they argued that mass media is a culture industry and that mass culture is the product formed by the industry -not by people. In other words, people are at the receiving end for all the messages and values of the established system. This notion is even important today than it was in the 1970's: as today's mass media is saturated with images of women and men along with ideas about their ideal types and sexuality today, they inevitably impact modern audience's sense of identity. Compared with the traditional society, modern society - especially the western society - emphasis is on uniqueness and people’s individual choices regarding their identity. At the same time, most people have the tendency to avoid great changes or challenges that come with being distinctive. As a result, the images of women and men on media - including TV shows, magazines or advertisements - have become an ideal blueprints that people follow in constructing their own identities. When the media repeatedly presents gender roles in one way, it inevitably affects audiences' perspective and deepens gender stereotypes.
Changing process
Women in the media are generally portrayed as young, slim and beautiful, leading to a wide-spread notion that they ought to be concerned with their physical appearance. Stereotypical representations in advertising often involve displays of women with “slender long legs”, “prominent breasts or thighs” advocating the use of products that have no connection with their body. Men are likewise portrayed as one-dimensional embodiments of masculinity: they display machism, independence, competitiveness, emotional detachment and aggressiveness, all while being encouraged to be stronger. However, these simplifications are increasingly seem as problematic and mass audience is opening up to the idea that the images of men and women can be diverse. Women are no longer just represented as a weaker sex and men are no longer shown as exclusively masculine and ferocious types.
The gender roles shaped by the media in the past were static: female were required to exhibit feminine traits and the idea of male was equated with masculinity. Those who failed to exhibit or abide by this traits, were generally discriminated by the public. Although such stereotypical depictions are still widespread in the media, past few decades have also introduced more diversity into the mix. For example, it is not uncommon to see females dressed in gender-neutral clothing or to see very slim men. In other words, the acceptance level of the media has become somewhat become higher.
Why is it relevant today
Gender stereotypes present in the media are not only affecting the thoughts and actions of adults but also of children. Media has the power to educate, affect social changes and even alter ideology that shapes people’s lives. However, in the case of female presence, much of research shows that women are underrepresented and shown in stereotype manner in the media thus possibly leading to adoption of narrow ideas of gender roles in the society over time. Images of models with unattainable bodies or traditional portrayal of women as a hard working housewife can, in some cases, pressure women to conform a “standard” outlook or a role that may have a detrimental impact on women’s self-esteem and affect gender equality.
References
Image of women in the media. (2002, March 25) Retrieved from http://assembly.coe.int/nw/xml/XRef/X2H-Xref-ViewHTML.asp?FileID=9673&lang=EN (Links to an external site.)
Lustig, M., & Koester, J. (2006). Intercultural Competence: Interpersonal Communication across Cultures (5th ed., p. 140). Boston, MA: Pearson and AB.
Butler, J. (1988). Performative acts and gender constitution: an essay inphenomenology and feminist theory. Theatre Journal, 40(4), 519–531.
Foucault, M. (1982). The subject and power. Critical Inquiry, 8(4), 777-795
Mitchell, N. (2007). Advertising women: images, audiences and advertisers. In C.Pamela J., & M. Anneke, Women in mass communication (pp. 97-106). London: Sage
Barr, S. (2019, February 4). Boden apologises after children's catalogue criticised for gender stereotyping. Retrieved from https://www.independent.co.uk/life-style/fashion/boden-sexist-gender-stereotyping-girls-boys-children-clothes-twitter-a8761926.html (Links to an external site.).
thekinolibrary. (2015, August 4). 1930s, 1940s School, Boys Learn Science, Girls Do Home Economics, Gender Stereotypes. Retrieved from 1930s, 1940s School, Boys Learn Science, Girls Do Home Economics, Gender Stereotypes (Links to an external site.)
