INH 301 - Gender and Sexuality - Media Portfolio - Part II - Revised Analysis + Reflection Essay PDF

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INH 301 - Gender and Sexuality - Media Portfolio - Part II - Revised Analysis + Reflection...

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1 Media Portfolio – Part II – Revised Analysis Image 1 – Dove: “Visibly more beautiful skin” [CITATION CNN17 \l 4105 ].

This 3-second video released by Dove highlights the apparent systemic racism and unconscious biases that are present within our society today. In the ad we witnessed a coloured female removing her clothes and with each removal she becomes lighter and lighter in terms of skin tone and complexion. This ad clearly highlights the perception and hyper generalization that “Caucasian-like” skin tone and complexion equate to “clear and beautiful skin”. The “before and after” print ad also highlights that “visibly more beautiful skin” means going from a coloured complexion to a skin tone of a non-coloured person. These adverts specifically target “younger females” and can be perceived as racist, insensitive and discriminatory, while promoting a misguided social construct that a female’s beauty is limited to skin tone and complexion only and that the lighter you are the more beautiful you are – even though genetically impossible. Also, is dove a predominantly “feminine” product or just really good skincare product? And why the need to brand the same formula as Dove Men+Care?

Image 2 – Pampers: “Fore the love of diapers” [CITATION 16ht \l 4105 ] Traditionally mothers may have been perceived as the primary care givers and the ones responsible for raising newborns within a family. This is clearly illustrated by diaper companies

2 in their marketing. However, I believe that today we have some new social groups that include “single-fathers”, “stay at home dads” and “house husbands” who role also includes childcaring and rearing. Traditional gender roles are changing yet these ads fail to embrace to some extent the new reality of many. The nuclear family is the most predominant family group today as well, yet these ads highlight female single parenting only. We need to mindful that such marketing is not overly promoting childcaring and rearing as a female gender role only, but one includes males and to a greater extent both males and females simultaneously. Moreover, this advert received the largest feedback from my peers as diaper ads largely emphasize childrearing as a single-gender role, as oppose to a dual role, by overly displaying mothering. Hence, by repeating this practice today we are influencing the views of so many by portraying a stereotype based traditional gender roles and expectations. Image 3 – “Blue Razors for Men and Pink Razors for Women” [CITATION Eur18 \l 4105 ].

The commercial of blue razors for men and pink razors for women, although the product is exactly identical and used similarly by both sexes or rather to accomplish the same task by both sexes (hair removal) is a clear example of how the social construct of perceived gender roles and gender norms influence behavior and buying patterns. This object on its own is neither male or female nor masculine or feminine yet we have positioned it within the market by popular brands such Gillette, Daisy and Euromax as “blue for men” and “pink for women”. Further, we are witnessing the introduction of neutral or unisex colours such as white, black and yellow to illustrate dual purpose and use by both sexes but this in itself is a still a social construct and

3 borders on gender roles and expectations. I found this term amusing as some state that the product has been “gender contaminated”. Image 4 – Diet Coke (Female) or Coca-Cola Zero (Male) [CITATION Coc20 \l 4105 ]? Coca-Cola is a pretty popular soda drink and is consumed globally. The drink is the preferred thirst quencher soda of many. However, the brand recently introduced two additional products - Diet Coke and Coca-Cola Zero – within the market which are the sugar free (0 calories) substitutes and considered the healthier options. Diet coke is branded and packaged in a sliver can and was sought after by females interested in consuming a soda but mindful of their calorie intake (diets) and maintaining their bodies. The upsurge in usage by females and association of the word diet to the soda made the brand “less masculine and more feminine”. However, when the word “diet” was replaced with the word “zero” and the soda branded and packaged in a black can they was an upsurge in usage by males as this restored the product’s “masculinity”. This again is a clear example of how gender, gender roles and gender expectations can skew a products success within the marketplace. Hence, based on the feedback received from my peers sometimes we accept the choice of colour as an innocent product feature and never really stop to think about the subminimal meaning or messaging portrayed – especially those that underscore traditional gender norms, roles and expectations that are inherently flawed, biased and could be discriminatory.

4 R. N. Waterman Professor Carla Ionescu INH 301 – Gender and Sexuality October 2020

Media Portfolio – Part II (Reflection Essay) The Media Portfolio assignment highlighted several traditional gender biases and expectations that are still present today within society and even more present within our everyday lives. These historically, socially and culturally constructed symbols, motifs and themes occupy our advertising space, corporate and brand messaging and have an active presence within various forms of Media. It was enlightening on many fronts to learn and identify so many inexpensive, ordinary and everyday household and consumer products that are gender contaminated and perhaps more so negatively than positive. It highlighted so many symbols, motifs and themes that we take for granted and perhaps revere as innocent, while they carry weighted and loaded meaning. Specifically and from gender and sexuality informed perspective, this assignment unearth how traditional gender biases, norms, stereotypes, roles and expectations are portrayed in our ordinary lives and in subtle ways. We may not pay them any vivid attention, but they keep repeating themselves and with time they have the potential to skew views and influence behaviour.

Personally, I believe in the values of gender parity and gender equity. I equally respect and adore both sexes. However, I have never stop to think as a Business Management student and promising future professional how I too maybe contributing and promoting traditions that are rooted in inequity, alienation and marginalization on the basis of gender and sexuality. Today, I am mindful of the messaging that is inferred by choosing a “simple” product colour as seen in the case of Coke and Coco-Cola and the positioning of “for men” verses “for women” in the ad for Razors. I am also mindful of the inclusion, diversity and equity responsibility entrusted those who select brand personalities, imaging, and choose text/ words to be displayed in public and shared spaces.

5 This assignment also highlighted that many of us can identify various forms of direct segregation, discrimination and other prohibited acts. However, when they are guised as culturally accepted “verbiage”, associated with popular images, seen on simple products or mask as pun intended (indirectly portrayed) this presents a challenge. We are unable to identify the systemic forms of these socially constructed negatives. Companies have a corporate social responsibility to promote values, norms and behaviours, while earning profits, that yield the greatest possible outcome to multiple stakeholders. Similarly, we too have an individual responsibility to ensure our personal values and morals ascribe to the greatest social positives and that do not violate on any of the prohibited grounds.

In conclusion, this assignment, and course in general, has made me appreciate diversity, gender and sexuality on a whole new level. It has exposed how our mere expectations and behaviour (an intangible; non-physical) on the basis on gender and sexuality can create just as much hurt and pain similar physical and other forms of direct violence. Conversely, it has also informed that “silence” on such matters is a significant contribution to the same matters we think we are abstaining from, while this give perpetrators free range to act however they see fit. Matters of Gender and Sexuality are historically, culturally and socially constructed and if they serve to the detriment of any in our society (a negative) we need to historically, culturally and socially de-construct them and replace them with new guiding principles (a positive).

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Works Cited Coca-Cola. (2020). Retrieved October 2020, from https://www.coca-colacanada.ca/en/cokezero-sugar/ Dove . (2017, October). Retrieved October 2020, from https://www.cnn.com/videos/cnnmoney/2017/10/09/dove-advert-race-controversy-sjelon-orig.cnnmoney/video/playlists/ads-that-draw-attendtion/ Euromax. (2018). Retrieved October 2020, from https://www.euromaxpersonalcare.com/products/ Pampers. (2016). Retrieved October 2020, from https://www.pampers.com/en-us/diaperswipes/newborn-products...