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DOCUMENT RESUME ED 481 266 CS 512 491 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (86th, Kansas City, Missouri, July 30-August 2, 2003) . Commission on the Status of Women Division. PUB DATE 2003-07-00 NOTE 247p.; For other sections of these proceedings, see CS 512 480-498. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE EDRS Price MF01/PC10 Plus Postage. DESCRIPTORS Aging (Individuals); *Athletics; Audience Analysis; Blacks; Elections; *Females; *Feminism; Higher Education; Islam; *Journalism Education; Marketing; *Media Coverage; Periodicals; Photojournalism; Radio; *Sex Role; Stereotypes; Violence IDENTIFIERS Georgia; Local News; September 11 Terrorist Attacks 2001; Television News ABSTRACT The Commission on the Status of Women Division of the proceedings contains the following 9 papers: "Perfect Little Feminists: Resistance, Femininity, and Violence in the 'Powerpuff Girls'" (Spring- Serenity O'Neal); "Gender-Differentiated Media Coverage of Political Candidates: A Look at the Georgia 2002 Republican Primary for Governor" (Rebecca I. Long); "Black Womanhood: 'Essence' and Its Treatment of Stereotypical Images of Black Women" (Jennifer Bailey Woodard and Teresa Mastin); "Still Photographs of Female Athletes Featured in 'Sports Illustrated' Versus 'Sports Illustrated for Women'" (Lauren A. Gniazdowski and Bryan E. Denham); "Aging, Women, and Local TV News" (Suzanne Nelson); "Coverage of Female Athletes in Women's Sports Magazines: A Content Analysis" (Susan Francis); "Did Women Listen to News?: A Critical Examination of Landmark Radio Audience Research (1935-1948)" (Stacy Spaulding); "To American Eyes: Cultural Feminist Analysis of an Alternative Representation of Islamic Womanhood" (Therese L. Lueck); and "She May Be Fit, But She Must Be Fashionable: Women's Sports and Fitness Marketing through the Lens of French Feminist Theory" (Tara M. Kachgal).(RS) Reproductions supplied by EDRS are the best that can be made from the original document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication 86th, Kansas City, MO July 30-August 2, 2003 Commission on the Status of Women Division Perfect Little Feminists: Resistance, Femininity, and Violence in the "Powerpuff Girls."...Spring-Serenity O'Neal Gender-Differentiated Media Coverage of Political Candidates: A Look at the Georgia 2002 Republican Primary for Governor...Rebecca I. Long Black Womanhood: Essence and Its Treatment of Stereotypical Images of Black Women...Jennifer Bailey Woodard, Teresa Mastin Still Photographs of Female Athletes Featured in Sports Illustrated Versus Sports Illustrated for Women...Lauren A. Griazdowski, Bryan E. Denham Aging, Women, and Local TV News...Suzanne Nelson Coverage of Female Athletes in Women's Sports Magazines: A Content Analysis...Susan Francis Did Women Listen to News? A Critical Examination of Landmark Radio Audience Research (1935-1948)...Stacy Spaulding To American Eyes: Cultural Feminist Analysis of an Alternative Representation of Islamic Womanhood...Therese L. Lueck She May be Fit, but She Must be Fashionable: Women's Sports and Fitness Marketing through the Lens of French Feminist Theory...Tara M. Kachgal U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement PERMISSION TO REPRODUCE AND EDUCATIONAL RESOURCES INFORMATION DISSEMINATE THIS MATERIAL HAS CENTER (ERIC) BEEN GRANTED BY O This document has been reproduced as received from the person or organization originating it. o Minor changes have been made to improve reproduction quality. TO THE EDUCATIONAL RESOURCES Points of view or opinions stated in this document do not necessarily represent INFORMATION CENTER (ERIC) official OERI position or policy. EST COPY AVABitBLE 2 Perfect Little Feminists: Resistance, femininity, and violence in the "Powerpuff Girls." Spring-Serenity O'Neal Indiana University 1360 Arlington Park Dr. # 306 Bloomington, IN 47404 812-333-7141 [email protected] EST COPY AVAILABLE 3 1/4 Introduction Several years ago while assisting at a summer camp, I chanced to fmd a group of young girls watching a television program that struck me as so strange I prompted the girls to turn the television off and go play outside. The cartoon program they had been watching showed sweet-looking little girls engaging in vicious acts of violence. In the brief moments that I saw the cartoon I became convinced that no good could come from such depictions of mindless violence. I thought no more of this program, never suspecting how my rushed conclusions would come back to haunt me. So, I was surprised last year to meet several fellow university students who were huge fans of those very same little cartoon characters. I became increasingly curious about the cause of this cartoon's popularity and, after watching several episodes, soon found myself enjoying the very same program I had previously disdained. After critically viewing the Powerpuff Girls, I found that this show is not entirely what it appears to be. On the surface, it is the violent, trivial cartoon that I first believed it to be. However, as I will show through textual analysis, once the surface is peeled away, there is room for an alternative reading that explores how the show may be empowering to young female viewers. The purpose of my study, then, is to explore how the program depicts gender, violence, and relationships in a manner that is open to alternative readings. My main argument is that by creating unique characters and subverting dominant gender representations, the show offers an opportunity for resistance reading of the text by young female viewers. Specifically, the three lead characters offer an alternative type of heroine and/or role model than is depicted in such Disney characters as Show White, Sleeping Beauty or Cinderella. The violence that I first found fault with is actually an integral aspect of the alternative heroine, showing girls engaging in the type of violence usually only seen in boys. Based on studies I have explored, I propose to situate my research in the broad area of children and media, while focusing on the possibility of resistance reading in children's cartoons. While in-depth qualitative research has explored Disney films at length, little study of this type has addressed television cartoons. My study will add to a fairly underdeveloped area of research by focusing specifically on cartoons that may affect young girls and by engaging in the material in a way that does not involve coding violent content, but looks at broader gender and cultural issues. I will conduct a qualitative textual analysis that explores not just violence, but also gender representations. This paper will outline the theories that inform my analysis and explain my methodology, including my strategy for data collection and conceptual and operational definitions. I will then review pertinent literature to provide a foundation for my analysis. Theories My analysis of the Powerpuff Girls draws heavily from theories of resistance reading and liberal feminism. The key ideals of these theories shaped both the way that I conducted the study as well as provided a foundation for some of the key themes that emerged from the Powerpuff Girls. Stuart Hall first developed the theory of resistance reading by arguing that even though every text is subject to its inherent historical ideologies and encoded messages, all texts are still open to viewer interpretation (Hall, 1984). Viewers may interpret media messages through three different readings: dominant reading, negotiated reading, or 2 oppositional reading. Dominant reading occurs when the viewer does not question media content, but simply accepts the intended dominant message. Negotiated readings involve interpreting the text with some dominant messages still intact, but in the context of personal experiences and peer influence. An oppositional reading is one that completely rejects the dominant message and instead interprets the message to mean something different. I will argue that the Powerpuff Girls provides the opportunity for resistance readings on at least the negotiated level, if not the oppositional level. A liberal feminist background contributes to my analysis in two key ways. First, the content of the Powerpuff Girls depicts, in many cases, the ideals of liberal feminism. According to Steeves, "[1]iberal theory assumes that rational mental development is the highest human ideal and that the state should act to assure equal opportunities for all in pursuing this goal and associated ones," (1987). Although Steeves and others have criticized the failings of liberal feminism, the notion that males and females should be equal, able to engage in the same activities, and treated equally, underlies several themes that emerge in the Powerpuff Girls. Secondly, my own sympathies toward the ideals of liberal feminism contribute to my interpretation of the Powerpuff Girls. Literature Review The literature that informs my study comes from several areas of scholarship, including feminist studies, violence in media, and resistance reading. The following studies illustrate and explain the theories and methods I have utilized in my analysis. In addition, these works also shape many of my key points and helped me identify certain themes that emerge from the Powerpuff Girls. Feminist scholars have shown that the media play an active role in framing feminist issues, as well as defining what it means to be a feminist.