CMNS 223W Lecture Notes - Lecture 5: Sergio Rossi, Virgin Atlantic, Misogyny

• School: Simon Fraser University
• Department: Communication
• Course: CMNS 223W
• Professor: Jody Baker

Document Summary

Ads are not passive, they are active. Gender has been a site of historical struggle since 1928. They actively reproduce patriarchal ideology through representations of femininity. Bearers of male gaze in capitals culture. Objects of pleasure; not subjects of the gaze: this is changing tho. Recipients of meaning; not the makers of meaning. Women are forced into position where they must look at themselves being looked at (by the gaze which is structured as male: put in a position where they are invited to take up this position. Jockey advertisement: women is taking pleasure in her body; she likes her body. Woolmark advertisement: women is looking at herself through the male gaze, may be seen as narcissistic. Women are structured as exotic, enigma, etc: they are outside the social, structures the natural, women are represented as powerless, worthless, etc, subordinate position.