MCS: Media & Gender Notes
MCS: Media & Gender Notes Speech 2050
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This 2 page Class Notes was uploaded by Tia Spears on Saturday April 30, 2016. The Class Notes belongs to Speech 2050 at Georgia State University taught by Bellon in Winter 2016. Since its upload, it has received 15 views. For similar materials see Media, Culture and Society in Speech at Georgia State University.
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Date Created: 04/30/16
Media & Gender Seen to be Heard The Voiceover o This article is an analysis of the representations of gender in television commercial voiceovers. o Men perform 80% of ad voiceovers This is only down 10% from 1975. Male voices dominate almost all vocal role categories However, male dominance is cute in half (65%) for role categories featuring the speaker's her body is also on display. In other words, the chances of a woman's voice being heard are greatly increased if her body is also on display. o The authors refer to this as scopocentric sexism: The tendency for visual role presence to influence inordinately when and how a woman's voice will be heard Why so Sexist? If we understand the contexts and causes of gender inequity in advertising and other media... o We might be able to redress sexism more effectively and... o Challenge gender biases that otherwise remain unclear and naturalized Advertisers seem to have strong biases in favor of male voiceovers o They believe male voices are perceived as more authoritative. o However, existing research is inconclusive on this point Many studies show no difference based on gender When there IS a difference in perception, it's not all negative For example, female voices are often seen as more soothing when a bias exists Advertisers "hedge their bets" on the assumption that the audience likes male voices better Even if audiences prefer male to female voices, we have to ask why that's true o The lack of female voiceovers in commercials might be a cause of that bias o This is especially true because children are raised in a media environment that excludes female voices o Advertisers make this phenomenon worse than executives give advice that reinforces stereotypes Some execs believe that men should be seen as acting, whereas women should only appear and be seen From Damsels in Distress to Sexy Superheros Video Game Characters o early video games featured roles for females that were mostly restricted to "damsels in distress" in other words, women in video games existed to be rescued by male characters o The authors note that especially younger video game players risk seeing gender roles in games as models for their own lives Regardless of age, studies indicate that video game representations may affect our perceptions of real people when it comes to gender o In video games, existing research suggests that female characters are sexualized This includes depictions of women as sex objects But it also includes depictions of women as sexual aggressors The Study The authors are testing whether depictions of women in video games have changed over time in two categories: 1. Benevolent sexism - endorses more traditional attitudes toward women, particularly paternalistic, protective attitudes toward women 2. Hostile sexism - endorses attitudes and behaviors that exploit women as sexual objects through the expression of derogatory characteristics of women Their conclusions: o Women are much less likely to be depicted as needing rescue o Women are now often the heroes of games o However, when that occurs, they are highly sexualized and portrayed as sexual objects o There are still a lot of problematic elements in video games when in comes to gender
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