1. Feminist Analysis
of Media
Dr. Matthew Giobbi

3. Feminism
“Feminist scholars concentrate on how
biological categories like Male &
Female become conflated with cultural
gender expectations, resulting in
discriminatory social systems that
privilege men over women.”
Ott & Mack, 2010

4. “Feminism is marked by a political
commitment to deconstruct these
oppressive systems in order to
transform society into a fairer, more
equitable place for diverse peoples.”
Ott & Mack, 2010

5. 1. History of Feminism
2. Stereotypes
3. Deconstruction of the M?F dichotomy
4. Post-feminism

6. Feminism
“Broadly speaking, is a political project
that explores the diverse ways men &
women are socially empowered or
disempowered.”

7. Feminism
“A movement to end sexism, sexist
exploitation, and oppression.”
bell hooks

8. Sexism
“ Discrimination based upon a person’s
sex.

9. Sexism
“Feminism seeks to reveal & eradicate
socially ingrained systems of sexism
that harm all individuals is some way.”

10. SEX
“Innate, biological differentiation between
men & women: anatomy, reproduction,
hormones, etc.”

11. Gender
“Culturally constructed differences
between men & women: tastes, roles,
activities, etc.”

13. SEX/GENDER
• Sex= male & female
y chromosome-male
• Gender= masculine & feminine
Aggressiveness-masculine

14. Sex/Gender
Only women can give birth to children
Viewing women as nurturing or mothering
is a gendered quality.

15. ESSENTIALISM
• The belief that gender distinctions are
innate and natural.

16. Patriarchy
A system of power relations in which
women’s interests are subordinated to
those of men.
Patriarchy essentializes women in a way
that favors men.

19. Patriarchy harms men too.
Little emotion
Avoid certain occupations
Breadwinner of family

21. Stereotype
A misleading and simplified
representation of a particular social
group.
• Elderly drive bad.
• Southerners are not smart.
• “White” people are uptight.
• “Black” people are good dancers.

22. We all stereotype & have
been stereotyped.
• Why is there stereotyping in the media?
“Socially powerful group have greater
access to to media outlets as a function
of their privilege, and this access allows
them to represent their particular
perspective on other social groups to
the widest audiences.”

23. Stereotypes
• Stereotyping helps people make sense of a
complex society.
• Past experiences generalize to future
predictions.
• Mental categories allow for quick appraisal &
decision making with strangers.
• Mental shortcuts that aid in survival.

24. Stereotypes
Some people are accurately depicted by a
stereotype.
Most are not and are injured by the stereotype.
Simplistic reductions of character.
+ Stereotype
- Stereotype (not always realized as a
stereotype)

25. Stereotypes
Stereotypes remain in the media because
they have enough “truth” (validity) to
sound plausible without much critical
thought.
The amount of reality in the stereotype is
grossly overstated, misrepresented,
and indiscriminately generalized.

26. Oppressors & the Oppressed
Can both learn how to act, think, feel, &
believe from media representations.
The media lends credibility to the
stereotype. Reinforces a generalization.

27. Gendered Stereotypes in
American Media
• Binary understanding of gender
• Many stereotypes in the media function
in this M/F dichotomy

28. • M- power, significance, agency, social
influence.
• F- insignificance, passivity,
powerlessness.

29. 4 Typical Stereotypical
Binaries
1. Active/passive
2. Public/private
3. Logical/emotional
4. Sexual subject/sexual object

30. Active/passive
• Males depicted with strength & activity.
• Sports, work, tools, vehicles.
• Women depicted sit or stand, passively,
weak, underweight, frail.
“Being a man” or “being a woman” is
largely taught by the media.

32. Public/private

33. Logical/Emotional
?

34. Sexual Subject/Sexual Object