CMN 2173 Lecture Notes - Lecture 4: Lifeworld, Somatosensory System, Communicative Action
17 Feb 2017
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Codes of gender study done by goffman (studied ads) Gender display in advertising: the body language and positioning all project gender display - the process where we perform the roles expected of us. The feminine touch: cradles objects, objects rest in the hand, no control, can also be applied to self touching (soft touch) In comparison, the male touch is in control, strong. Not being in control is sexualized as a feminine trait. Ritualization of subordination: sexualization of submission and subordination (female) through body positioning (women are seen as lower, vulnerable, passive, not well grounded, teetering) - this leads to people believing that women are actually subordinate to men in society. In some ads, women are silenced literally or figuratively. Licensed withdrawal: the idea that women are not in control of their environment, they are zoned out, not alert, do not take up that much space (shows women as childlike and in the clouds)
