MDST An Introduction to Media Studies II

Transcription

1 MDST 1030 An Introduction to Media Studies II

2 the new masculinity in media

3 From gender to masculinity Gender studies uses these definitions: Gender = socially constructed scripts or performatives that we re-enact daily Sex = biological and physiological body Sexuality = gender and sex of object of desire Masculinity can be defined as the embodiment of characteristics and behaviours typical (or stereotypical) of boys & men

4 The crisis in masculinity Masculinity is both reflected in and constructed by media representations of men (and women) In the late 1980s and early 1990s, men start receiving wildly conflicting messages about masculinity: Ø Other men expect men to be increasingly tough, competitive, aggressive, even violent Ø Women expect men to be caregivers, good fathers, sensitive, responsible Ø Media images emphasize increasing hyper-masculinity and hyper-heterosexuality Ø Straight men need to put their man face on when interacting with other men (homosociality)

5 Pope, H. G., Oliviardia, R., Gruber, A., & Borowiecki, J. (1998). Evolving ideals of male body images as seen through action toys. Disconnection between media images of hyper-masculinity and the realities of boys and men s lives Luke Skywalker and Han Solo GI Joe Sergeant Savage Hypermasculinity

6 New options for masculinity: The gender bender The metrosexual The transman

7 Vintage beer ads Showed the married couple: Men and women in domestic situations

8 Canadian Club ads

9 Hide it Identify signifiers of masculinity

10 Moosehead tanning Moosehead dancing How do these two ads construct masculinity?

11 crisis in masculinity 1. impossibility of the successful performance of masculinity 2. how can men challenge hypermasculine images of dominance and violence to become better men?

12 Alternative Media Bailey, O., Bart Cammaerts & Nico Carpentier. Four Approaches to Alternative Media. Understanding Alternative Media. New York: McGraw Hill, pp

13 media and democracy media is key in participatory democracy where citizens have the rights and responsibilities to participate in public debate and political decision-making referenda, public consultations, volunteering, NGOs (nongovernmental organizations), and activism at the local or community level our understanding of politics or political issues can be expanded from governance to include race, gender, sexuality, the environment, etc.

14 Shift in media use audiences consumers users participants

15 shifts in the media system create opportunities for alternative media diversities literacies divides communities networks

16 3 elements of alternative media material content and devices communication activities or practices larger social arrangements and organizational forms

17 media activists employ or modify communication content, practices, and social arrangements to challenge or alter dominant or accepted ways of engaging in society, culture, and politics

18 four approaches to alternative media approach serving a community alternative to mainstream linking media to civil society rhizomatic communication importance & strengths threats & challenges Table 1.2 Summarizing the four theoretical approaches to alternative media (AM) (Bailey, Cammaerts & Carpentier, pp )

19 1. Serving a Community communities are defined by common concern and common organization, such as: 1. communities of interest 2. communities of practice 3. virtual or online communities 4. interpretive communities 5. imagined communities

20 participation & access 1. participation in the media citizens produce content and participate in decision-making about media 2. participation through the media citizens participate in society (debates, etc.) as receivers of media alternative media fosters participation in the media, producing media from within a community aims at reduction of power imbalances right to communication is a human right this includes having the power to participate in decisionmaking about media

21 Serving a community ordinary people are given the chance to have their voices heard topics relevant to the community are discussed by members of the community people participating feel empowered particularly important for disadvantaged groups to create social change

22 2. An alternative to mainstream mainstream media naturalize dominant forms of thinking as common sense and orient toward concerns of society s elites alternative media creators can engage in a discursive practice of resistance producing texts and images that go against the norm representing marginalized voices

23 alternative media characteristics small-scale to large-scale oriented toward specific communities, respecting diversity third sector independent from government (state grants) and the marketplace (capitalist ads) horizontal organization, equality in practice emphasize importance of self-representation

24 3. Linking media to civil society importance of informed citizens to vibrant democracy alternative media provides more perspectives democratization of production as more people can participate in self-representations greater opportunities for debate in the public sphere

25 Linking media to civil society (cont.) alternative media can grow to become a competitor to commercial and public media e.g. Democracy Now! or Al Jazeera English rejection of advertising helps maintain editorial control but means alternative funding sources required & can lead to financial precarity some alternative media producers face state repression democratic process in practice requires constant attention to power dynamics

26 alternative media as rhizome burrows underground sprouts up from time to time in visible media outputs no centre or tree trunk very resilient

27 4. Rhizomatic communication crossroads where many different social movements can collaborate to produce media democracy is deepened as these diverse struggles connect and cooperate, finding common ground alternative media organizations can be more fluid, dynamic and adaptable than mainstream media e.g. CUTV adopting livestream technology in reporting on street protests destabilizes centrality of commercial top-down media

28 Rhizomatic communication (cont.) alternative media is self-determined & self-governed sometimes objectives diverge with collaborators funding vulnerabilities may lead to loss of control challenge is to develop sustainable networks of global alternative media activists

29 up next: Tutorials

30 next week readings Chapter 9: Ownership and Economics in the Media midterm review assignments Assignment 1 due in print at beginning of class