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Essay on gender stereotypes in advertisements
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Machismo or the idea of "Macho Man" can be seen as a set of beliefs, customs and attitudes and even a culture, which hold that men are superior to women intelligence, strength and other capacities. Those who believe in it or have been raised by it, think that is the man who has control of decisions and choice making, that it can control the women at his convenience. The masculinity or what we often call machismo has been a problem for society for centuries now. Marvin Harris, in this book "Cannibals and Kings, The Origins of Culture" proposes that the origin of this culture is not given to the aggressive nature of man but in population and environment pressures. He suggests that the origin of male supremacy has its origins in the need to maintain the population rate under control, being the central point of Harris theory the sexual freedom of women in relation to birth control.
To understand the notions of this custom, one must go back a long time. Old societies used to base their economy on hunting, and here we can see the first division of tasks between men and women. Males had the mission to find food for home, this food usually consisted of wild animals to be hunted in groups, and women corresponded parental care and housework. This social division of labor becomes part of human settlement; it had to do with anatomical difference that made the woman a better prospect to take care of babies and mainly the possibility of breastfeeding. Subsequently begins to be attributed male labor, and women are seen in a more passive way and does not keep close relation to religious iconic model of the collective imagination of the men at the time, all the gods, mighty warriors should have the image of the fierce and skilled hunter, so is th...
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Cervantes (2006). A new understanding of the macho male image.
Ceulemans, Mieke, and Guido Fauconnier. "Mass Media: The Image, Role, and Social Conditions of Women." Global Media Journal June 2012: 1-79.
Infante, Rosa (2008): Cit. en “El aroma, arma de ventas”, El País, 25 de mayo de 2008.
Instituto Andaluz de la Mujer (2003): El análisis de la publicidad. Orientaciones para una lectura crítica. Junta de Andalucía, Sevillla
Márquez Guerrero, M. (2007): “Análisis semiótico del concepto actual de “Belleza” en la publicidad dirigida a la mujer”, Trastornos de la Conducta Alimentaria
Puleo, A. H. (2007): “Introducción al concepto de género”, en Plaza y Delgado, 2007.
Solana, D. (2007): Entrevista en “El nuevo marketing 2.0”, Interactiva Digital no 79, abril de 2007.
Yrache Jiménez, L. (2007): “Imagen de la mujer y el hombre en publicidad”, en Plaza y Delgado, 2007.
North Americans and Mexicans must also attempt to overcome the ideas that women should be seen and not heard. In Anzaldúa’s words, “Hocicona, repeloma, chismosa, having a big mouth, questioning, carrying tales are all signs of being mal criada. In my culture they are all words that are derogatory if applied to women – I’ve ever heard them applied to men” (2947).
Junot Diaz’s novel The Brief Wondrous Life of Oscar Wao is focused on the hyper-masculine culture of the Dominican, and many argue that his portrayal of the slew of women in the novel is misogynistic because they are often silenced by the plot and kept out of the narration (Matsui). However, Diaz crafts strong women, and it is society that views them as objects. The novel recognizes the masculine lens of the culture while still examining the lives of resilient women. In this way, the novel showcases a feminist stance and critiques the misogynist culture it is set in by showcasing the strength and depth of these women that help to shape the narrative while acknowledging that it is the limits society places on them because of their sexuality
Nevertheless, Cisneros’s experience with two cultures has given her a chance to see how Latino women are treated and perceived. Therefore, she uses her writing to give women a voice and to speak out against the unfairness. As a result, Cisneros’ story “Woman Hollering Creek” demonstrates a distinction between the life women dream of and the life they often have in reality.
As she tours her hometown, one can see the horrendous circumstances in which her community thrives in, for example, to get from one side to the other they must cross a makeshift bridge where the water has begun to change color such as black, green, even beginning to foam. Numerous health problems have arisen due to the toxic waste that is being dumped into the streams that therefore leading to runoff when it rains such as sores developing on feet and legs, weakened immune system, spots that appear on the limbs, etc. Lujan, a third world feminist (could also be known as an environmental feminist as well) exposes the unsanitary environment in which she lives in, desiring a greater community where her children can live in without the worry of diseases or the contamination of their water sources. Though she was not always a promotora/advocator it was not until Lujan came face to face with a sign inviting women to participate in a health survey furthermore learning about the health risks that she made the decision to be outspoken about the cause. She took workshops to help her better apprehend labor and women’s rights in order to promote laws and speak out against illegal acts conducted by businesses. Therefore, it only makes sense that women would be the most outspoken group of the maquiladoras since they make up eighty percent of the
Using both English and Spanish or Spanglish the author Gloria Anzaldua explores the physical, cultural, spiritual, sexual and psychological meaning of borderlands in her book Borderlands/La Frontera: A New Mestiza. As a Chicana lesbian feminist, Anzaldua grew up in an atmosphere of oppression and confusion. Anzaldua illustrates the meaning of being a “mestiza”. In order to define this, she examines herself, her homeland and language. Anzaldúa discusses the complexity of several themes having to do with borderlands, mestizaje, cultural identity, women in the traditional Mexican family, sexual orientation, la facultad and the Coatlicue state. Through these themes, she is able to give her readers a new way of discovering themselves. Anzaldua alerts us to a new understanding of the self and the world around us by using her personal experiences.
Maria Herrera Sobek and Tere Romo both analyze how Malinche is depicted, mostly in the form of visual imagery. Instead of seeing her in a negative light, as do most Mexicans, they offer an alternative analysis that depicts her as the center of Chicana movement and separates patriarchal misperceptions from the reality.
Cofer uses the rhetoric appeal of ethos to establish her authority to make the argument that Latina stereotypes are just myths. Growing ...
The Chicana/o identity has developed through the history of Mexican-Americans living in the United States. Chicana/o identity is multi-layered and self-identified. Although, it does not have a set definition, I will highlight examples of different forms of representations that helped claimed this identity. Through various examples of Denise A. Segura and Beatriz M. Pesquera article “Beyond Indifference and Antipathy”, “Chicana Identity Matters” article by Deena J. Gonzalez, “Chicano Teatro” article by Jorge A. Huerta, “Their Dogs Came With Them” novel by Helena María Viramontes, and Murals by Judith Baca and David Alfaro Siqueiros, they will illuminate the historic struggle that creates and defines Chicana/o identity. The Chicana/o term has been very complex throughout time as a form of identity. However, Mexican-Americans were given this long history of misrepresentation as being dumb, lazy, inferior, servile, sexualized and/or criminal. One example of it would be the creation of Olvera Street in Los Angeles. In I will argue that through numerous forms of representations, Chicana/o identity is multi-dimensional and has developed through Mexican-Americans life experiences and the influence from the larger white U.S society. Lastly, I will demonstrate this by including the representations of gender, race, citizenship, and class to expose the self-identified Chicana/o identity.
Schaefer, Richard T., and Robert P. Lamm. Sociology. 9th ed. New York: McGraw-Hill, 2005. Print. This is a sociology textbook that talks about feminism and the impact of mass media on how people interact.
As much as men are working, so are women, but ultimately they do not face the same obstacles. For example, “Even if one subscribes to a solely economic theory of oppression, how can one ignore that over half of the world's workers are female who suffer discrimination not only in the workplace, but also at home and in all the areas sex-related abuse” (Moraga 98). This gives readers a point of view in which women are marginalized in the work place, at home, and other areas alike. Here Moraga gives historical accounts of Chicana feminists and how they used their experiences to give speeches and create theories that would be of relevance. More so, Moraga states how the U.S. passes new bills that secretly oppress the poor and people of color, which their community falls under, and more specifically, women. For instance, “The form their misogyny takes is the dissolution of government-assisted abortions for the poor, bills to limit teenage girls’ right to birth control ... These backward political moves hurt all women, but most especially the poor and "colored." (Moraga 101). This creates women to feel powerless when it comes to control one’s body and leads them to be oppressed politically. This places the government to act as a protagonist, and the style of writing Moraga places them in, shines more light to the bad they can do, especially to women of color. Moraga uses the words, “backward moves”
Moreover, she feels that the "U.S society is gendered and racialized: it expects certain behavior from women, certain bearings from men, certain comportment from queer mujeres, certain demeanor from queer hombres, certain conduct from disabled, and so on"(65 Anzaldua).
In "Where the girls are: Growing Up Female With the Mass Media," Susan Douglas analyses the effects of mass media on women of the nineteen fifties, and more importantly on the teenage girls of the baby boom era. Douglas explains why women have been torn in conflicting directions and are still struggling today to identify themselves and their roles. Douglas recounts and dissects the ambiguous messages imprinted on the feminine psyche via the media. Douglas maintains that feminism is a direct result of the realization that mass media is a deliberate and calculated aggression against women. While the media seemingly begins to acknowledge the power of women, it purposely sets out to redefine women and the qualities by which they should define themselves. The contradictory messages received by women leave women not only in a love/hate relationship with the media, but also in a love/hate relationship with themselves.
Isasi-Diaz, Ada Maria. "Defining our Proyecto Historico: Mujerista Strategies for Liberation." Journal of Feminist Studies in Religion 9 (1993): 17-28.
In the novel Like Water for Chocolate, Laura Esquivel exposes her strong feminist attitude through a controlling first person limited narration and a detailed, descriptive portrayal of the characters. This exploitation of feminist views supports two major themes: change in traditional attitudes towards authority and freedom of expression. In this novel, Laura Esquivel shows how Mexican women can overcome the powerful traditional authority of men and the traditional mindset of women; and how women can overcome society's suppression and express themselves freely. . These two themes have a direct correlation to women's breakthroughs all over the world; especially throughout Latin America.
How mass media is using both Ideology and Popular Culture to develop societal expectations and social identities. This essay will look at how Ideology, Hegemony, and Popular Cultural Theory shape common values and expectations of society and media’s influence and compare and contrast differing approaches to understanding the relationship between media and society. The discussion will be contextualized through the use of gender roles and expectations, and how these theories develop and affect the female social identity.