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IAMCR 2016 Gender and Communication Section International Association for Media and Communication Research Asociación internacional de estudios en comunicación social Association internationale des études et recherches sur l’information et la communication IAMCR 2016 Gender and Communication Section Abstracts of papers accepted for presentation at the annual conference of the International Association for Media and Communication Research IAMCR Leicester, UK 27-31 July 2016 Report any problems with this document to [email protected] Id: 11932 Title: Learning to sell sex(ism)' A cultural sociological analysis of gender in the educational cultures of advertising students in Ireland Session Type: Individual submission Authors: Name: Aileen O'Driscoll Email: aileen.odriscoll22 (at) mail.dcu.ie Country: IE (Ireland) Affiliation: Dublin City University Abstract: This PhD project is an empirical study of how gender operates in the educational cultures of advertising students in Ireland. The research is strongly guided by Nixon’s 2003 study into advertising cultures and discourses that work to promote traditional gendered working practices and organisational cultures hostile to gender equality. As a point of departure, however, this thesis takes an inter-disciplinary approach to bring together theoretical and empirical work on feminist critiques of postfeminist culture and the impact of postfeminism on gendered imagery in advertising texts, with a consideration of the cultural production processes that create advertisements, and also with – crucially – an attempt to delve into the underexplored and under-researched sphere of advertising education and gender sensitivity and awareness. In particular, student attitudes to postfeminist gender representations in advertisements, their internalisation or rejection of postfeminist gender discourses and constructions, their perceptions of advertising work, and their opinions regarding appropriate and desired roles in the industry, as it pertains to gender, are important considerations for this study which – at its core – considers the potential need for a greater level of academic engagement with gender issues at the level of advertising education and training that may help to bridge any possible gap between the gender-sensitised student and the ‘realistic’ professional. The research data involves a mix of in-depth questionnaires, qualitative surveys, semi- structured interviews with students and lecturers, observational data, as well as a textual analysis of the components comprising advertising modules. A dyadic analytic approach has been adopted for this study, which combines thematic analysis and critical discourse analysis to facilitate an exploration of the dominant gendered discourses that inform the curricula on these advertising programmes and aims at producing important findings that may shine a light on the relationship between education and how this sphere relates to the resulting types of gendered images that dominate Irish advertising. Id: 11965 Title: "And she does it all in heels': Mothers in Contemporary Israeli TV Commercials Session Type: Individual submission Authors: Name: Sigal Barak-Brandes Email: brandes1 (at) zahav.net.il Country: IL (Israel) Affiliation: Tel Aviv University Abstract: Although the literature deals extensively with ideologies of motherhood (e.g., Elisabeth Badinter 1981; Sharon Hays 1996; Adrienne Rich 1986) and many studies have investigated the depictions of women in the media, including TV commercials, much less attention has been paid to the role of the media in shaping the ideology of motherhood. It was only at the beginning of the new millennium that this issue started to attract serious interest (e.g., Susan J. Douglas and Meredith W. Michaels 2007; Deirdre D. Johnston and Debra H. Swanson 2003). However, to date, only very few studies have examined the representation of mothers and ideologies of motherhood in advertisements, and to the best of my knowledge, none have looked at these representations in Israeli TV commercials. The current study is the first to look at the representations of motherhood and mothering practices in contemporary Israeli TV commercials in an attempt to shed light on the ideological constructs they reflect and promote. 64 TV commercials were analyzed using critical discourse analysis. In many ads the mother is depicted as young, groomed, visually appealing, aesthetically shapely, dressed impeccably if not elegantly, and occasionally even sexy. This maternal- yet-sexual image, featuring a female body unblemished by stretch marks or varicose veins, aims to incorporate the white beauty myth in all its cruel demands into the can-do mother myth, which could lead Israeli women to a sense of failure as they compare themselves to the glamorous image in the ads and invariably fall short. The father is sidelined, i.e., he is visible in only a minority of ads, and even when he is shown, he is depicted as marginal, reinforcing the traditional view of childrearing and ensuring one’s offspring’s welfare to be the job of mothers in such a way as to perpetuate the gender status quo. Furthermore, the heteronormative couple relationship shown in Israeli TV ads as a happy one, with the woman emotionally fulfilled, seems to be a conservative manifestation of the assumption that the “good mother” exists only in the framework of the normative family unit. Another interesting element found in this study is the existence, side by side, of progressive images of the clever, resourceful mother alongside the pathetic, ridiculed one – a new kind of a 'bad mother'. Like other media images of the bad mother, this image is supposed to constitute an “educational” anti-image, the takeaway for women which is supposed to be how not to function as mothers. As per Michel Foucault’s (1977) normalization, we can surmise that motherhood in Israeli TV advertising constitutes a tool of normalization, and produces a normalizing discourse that induces the viewing woman to examine her own visual appearance and functioning, and according to how she adjust her own (mothering) self. Id: 11987 Title: Black Women's Magazines Efface Black Femininity: Black women inserting new memories blackness femininity Session Type: Individual submission Authors: Name: Lindani Mbunyuza-Memani Email: lindani.memani (at) siu.edu Country: US (United States) Affiliation: Southern Illinois University, Carbondale Abstract: This study examines the beauty ideal sold by True Love and Drum Magazine, black women’s monthly and weekly magazines published in South Africa. Using the concept of whiteness as asserted by Dyer (1997) and an image analysis (Rose, 2001) strategy, this study explores this question: How is beauty in the Black South African culture represented and commemorated? Data for this study comes from an analysis of the main images on the covers of True Love and Drum Magazine published between 1970 and 2015, covering a 45 year period. I analyze magazines because as a form of visual media, magazines rely on images to grab the attention of potential readers and subscribers. Also, on the covers, magazines provide visually attractive elements (Held, 2005) that communicate emotions (Spiker, 2003) and stylists know the features to emphasize (Iqani, 2012). Images on magazine covers therefore draw attention to the magazine and function as persuasive instruments for purchasers and subscribers. This study also draws from semi-structured interviews (Rubin and Rubin, 2012) with 15 Black South African women. The findings reveal that the representation of black women in these magazines has remained consistent. That is, the magazines have since the 1970s constructed and perpetuated for their readers an image of beauty rooted in a narrow idealized white femininity that espouses unnatural hair and a thin body. What has changed over the years is the upswing in the use of women who are predominantly light skinned. Even in cases where women are not light skinned their photographs are enhanced such that their complexion appears lighter. This indicates a sustained embrace of standard of beauty that is rooted in a narrow white femininity. That is, for the past 45 years the magazines has consistently worked to erase African femininity in the way beauty is represented. However, the interviews show that black women through self-teaching and group learning strategies resist the media’s constructed beliefs about beauty. These women having never been taught about appreciating their beauty, natural hair in particular and having believed that black hair is an inconvenience and as is unworthy of public spaces are rejecting the magazines images and actively engaged in redefining the concept of beauty. My argument is that while the magazines seem to have nostalgia for whiteness (McRobbie, 2009), the women I interviewed have nostalgia for blackness. The nostalgia for blackness is evidenced by the strategies the women use to challenge, reinvigorate and visually represent their beauty. As such, the erasure of African beauty that has occurred over decades is actively resisted by the present generation of black women and will likely positively impact future generations of black girls. What has been archived and practiced as a form of beauty is actively been displaced and replaced by a self-defined standard of beauty that celebrates black features. As change agents, the women are inserting new memories of blackness. This research contributes to visual cultural communication and commemoration studies. Id: 11992 Title: Intonjane: An evanesce of vanishing memories
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