FEMALE/MALE MEDIA gender, media and stereotyping

1. FEMALE/MALE MEDIAgender, media and stereotyping Joke Hermes October/November 2012, Aalto University, Helsinki

2. On the agenda for today • Brief introduction of key concepts • Some examples of women’s magazine covers: female media • Sports images (soccer): male media • How to interpret and assess the value of these media forms • In what ways do they contrast with our wish to counter stereotyping in news media • Discussion: addressing how and why contemporary media content is gendered

3. Concepts • Gender • Intersectionality • Local contexts/global media • Genre • Nature of ‘genres’ (and formats): multi-level contract • Audience expectations • Real-life daily experience of media genres

4. Women’s magazines

5. From royalty and stars, to celebrities and a ‘model’ culture

6. 1970-1979

7. 1995-present

8. Fashion and style; ‘instruction’ and advice; gossip (as means of incidental learning)

9. 1950-1959

10. 1995-present

11. 1995-present

12. 1995-present

13. 1995-present

14. 1995-present

15. 1995-present

16. 1995-present

17. Men: a structuring absence = always present, hardly ever ‘in view’

20. 1960-1969

21. 1970-1979

22. Openings for social critique

24. Sports photography in soccer

25. Intersectionality in Dutch soccer images

26. Male-coded humour: ‘Snow flake’ Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

27. Ronald Koeman scoort Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

28. Hristo Stoitchkov Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

29. Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

30. Christian Eriksen Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

31. Ruud Gullit Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

32. Ruud Gullit en Frank Rijkaard Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

33. Nederlands elftal 1988 Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

34. Nederlands elftal 1996: Sar, Bergkamp, Seedorf, Cocu, Stam, R. de Boer Onderste rij: Numan, F. de Boer, Jonk, Reiziger en Winter Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

35. Guus Dubbelman voor de Volkskrant (1996): de zwarte tafel Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

36. Kluivert en Davids Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

37. Patrick Kluivert Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

38. 1995 Ajax wint de Champions League: Clarence Seedorf, Finidi George en Frenk Rijkaard Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

39. Accepting an ethnic mix as ‘normal’: changing valences in the intersectional mix Ajax selectie 2010: oa Miralem Sulejmani (Servie), El Hamdaoui (Marokko), Kenneth Vermeer (Suriname), Vurnon Anita (Suriname), Vertonghen (Belgie), Alderweirld (Belgie), Eriksen (Denemarken) Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

40. Orlando Engelaar Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland

41. The use of ‘female’ and ‘male’ media • What do we assume about how these media are used? (How do you use them?) • Is ‘stereotyping’ the right term to use when describing practices of representation in women’s magazines and in men’s sport media? • Are there any gender-neutral spaces in the media? • How and when is stereotyping objectionable in news reporting?

42. The challenge • To enjoy the mix of politics, pleasure (as a reader and as a researcher) and professionalism • To recognize relevant contexts for research questions and respect their inherent complexities (i.e. the ‘situatedness’ of all knowledge, from everyday experience to academic theory) • To understand how and why contemporary media content is gendered