SOC384H5 Lecture Notes - Lecture 5: Understanding Media, Content Analysis, American Apparel
Document Summary
It is very common to use women as objects in advertisement. Imagining gender reversed, it would not have the same effect in creating the same kinds of impressions in audiences. Gendered showing sexy women more than sexy men. Portrayals how individuals of a particular social group represented. Not all women are portrayed similarly tendencies for differences across. Ways in which people are represented are portrayals. Looking for patterns in how some social groups are portrayed. We can have different encounter with the media when using different lens. Produce knowledge that helps understand inequalities based on different different groups groups. Those differences of portrayals can help reproduce already existing social group inequalities. Stereotypes can easily be identified within mass media. Given discomfort that people feel with stereotypes why do we still see them. They facilitate mass communication it works because they are efficient. The media are faced with challenge of developing characters in short in mass media? amounts of time.
