Gender Stereotypes

& the Media

1

Required Reading: Gender, Horticulture

and the Division of Labour on Vanatinai in
GCCP p. 170-179)

2019
 Outline
2

 Part I) Reverse Engineering Gendered Products

 The rise of gendered products
 Selling Products: Gender Polarization, Market Segmentation
 Part II) What kind of society do we need to live in to have Gendered
Products?
 Narrow way men and women are characterized in the media
 Recent Media Characterizations: (1) how the media reinforces the
Gender Differences Hypothesis and (2) the rise of the unattainable body
 What Does it Mean to Objectify Someone? & Objectification Theory
 Negative Consequences of Self- Objectification
 Evolution of Male Body Images
 “The Financial Costs of Sadness”
 Dove ‘Campaign for Real Beauty’
 Part III) Buffers against the onslaught
 Required Reading: Vanatinai Islanders in GCCP

2019
 Testable Videos
3

 Slide 9
 https://www.youtube.com/watch?v=3JDmb_f3E2c

 Slide 47
 http://www.upworthy.com/advertising-seems-
harmless-until-you-see-it-for-what-it-really-
is?c=hpstream

2019
 Reverse Engineering Gendered Products
4

 Part I) The rise of gendered products

 What is a gendered product?

 A product with a ‘masculine’ and ‘feminine’ version

2019
Gendered Bread! From the CBC story: “A recent
entry into the Canadian market is
from Stonemill Bakehouse. It's a
Toronto-based bakery that sells its
products in several
provinces. It released "his and her"
breads last month.
The men's bread comes in dark
green packaging and is high in
Feb 2015 protein and fibre, while the
women's bread comes in pink
packaging and is high in calcium
and vitamin D.
Within days of the product release,
the company's marketing effort was
lambasted by experts and
consumers as condescending and
flat-out stupid.
A headline in the Hamilton
Spectator read a
sarcastic, "Decisions decisions
… thank goodness for his and her
bread!" The Huffington Post called
it "the bread product you didn't
know was necessary."​

5 2019
 ‘Lady Doritos’
6
From the New York Times story (Feb 2018)

Watch Ellen
DeGeneres ‘critique’
this idea (not required)
https://www.youtube.com
/watch?v=RnOAzmZQd_c
https://www.nytimes.com/2018/02/06/business/lady-doritos-indra-nooyi.html
2019
Pointlessly Gendered Products
http://www.buzzfeed.com/erinchack/pointl
7 essly-gendered-products

2019
 Bic “Pens for Her” !!!!!

Check out
Amazon.com for
some scathing
“reviews”

8 2019
- so that they can sell more versions of the same toys - so they segment9the market

 We need to know about “Market Segmentation”

& Gender Segmentation to understand this
marketing pitch - You want to divide group so that they feel similar to those needs
- by gender, thinking about us - this requires us to believe that man and woman are nto equal - they require different products
- they relie on gender dterotyppes
 Market Segmentation: Divide a population up into
smaller groups to sell us products and services
 Also requires convincing individuals that they belong to a group &
convincing us that the group has similar needs, desires, likes

 Gender Segmentation: Divide the groups by gender

 Requires us to believe that men and women are very different
 Promotes/maintains gender stereotypes to sell us products
2019
 3 Problems with Pointlessly Gendered Products
10

 1. Gendered Products reinforce the idea that men and

women are very different (Gender Differences
Hypothesis)

 2. Gendered Products reinforce stereotypes. They uphold

the narrow media versions of how men and women are
supposed to be.

 3. Gender Pricing: Women and men are charged

different amounts for similar products and services.
Gendered Products frequently end up costing women more
money.
2019
Gender Pricing
11

From the April 2016 CBC story: “Data

mining company ParseHub looked at
over 3,199 personal care products from
walmart.ca, well.ca and loblaws.ca.
After the products were grouped as for
men, women, unisex and kids,
Parsehub said they were than
categorized into five groups: deodorant
and antiperspirant; razors; shaving
creams and lotions; soaps and
bodywash; and hair care. Adding up
the price premiums that women
paid for the average price per unit
in each of those groups, Parsehub
said women pay 43 per cent more
than men.” 2019
 Reverse Engineering Gendered Products
12

 Part II) What kind of society do we need to

live in to have gendered products?!

 The narrow way men and women are

characterized in the media
 Focus in on 2 ideas:
 Gender Differences Hypothesis in the media
 Cultivation Theory & Mainstreaming
 The rise of the unattainable body

2019
 Media Representations Rely on Gender Stereotypes
- for advitising they use Gender difference hypothesis - that man and woman are more different than they are similar but gender similarity
hypothesis is more preferred 13
 Gender stereotypes: beliefs and
attitudes about what
activities/behaviours are appropriate
for men (masculinity) or women
(femininity)

 In the Media: simplified, recognizable

images of the dominant form of
masculinity and femininity are
constantly reinforced

 Explore today: Media reinforces the

Gender Differences Hypothesis

GenderAds.com
2019
 14

 The Media reinforces the Gender

Differences Hypothesis in Movies/ Video
Games/ Music Videos / Advertising

2019
 The 2 Main Trends in Contemporary Media
Study
1) Movies: Trends of Sexual and
Violent Content by Gender in
Top-Grossing U.S. Films, 1950–
2006, Bleakley et al (2012)
Study Design: Analyzed 855 top
30 box-office films from 1950 to
2006
2) Music Videos: Performing
Gender: A Content Analysis of
Gender Display in Music Videos.
Wallis (2011)
Study Design: Analysis of gender
displays (i.e. using Goffman’s
framework, ‘Codes of Gender’) by
lead performer in music videos
3) Video Games: Video Game
Characters and the Socialization
of Gender Roles. Dill & Thill
(2007) & see Behm-Morawitz
(2014) Study Design: Content
analysis of images of video game
characters from magazines
Men
Male Violence: 15Male characters
were more likely to be involved in
violence than female characters
(42% vs 30%)
Male leads more likely to be
presented as aggressive (e.g.
displayed force, aggressive
gestures)
83.1% of male characters showed
stereotypical characterizations =
depicted as ‘hypermasculine’,
aggressive
Women
Women as sex objects:
“Female characters were found to
be twice as likely to be seen in
explicit sexual scenes as males.
Across all films, the average
proportion of female characters
involved in any sexual content
was 57%, compared to 30% for
male characters”
Female leads more likely to be
presented as (1) sex objects
(e.g. displayed sexual self-touch)
& (2) fragile (e.g. displayed
delicate self-touch)
81.1% of female video game
characters depicted as
sexualized
2019
 The two main trends of how men and women are represented in
mainstream media in North America (citations on previous slide)
16

Men Women

_________________ ______________

2019
The Gender Differences Hypothesis
marketed to children
17

From Elizabeth
Sweet’s research
(presented in The
Atlantic):
“In the Sears
catalog ads from
1975, less than 2%
of toys were
explicitly marketed
to either boys or
girls… By 1995,
gendered toys
made up roughly
half of the Sears
catalog offerings.”

2019
LEGO Advertising Remixer
18

http://www.genderremixer.com/lego/#
2019
 Gender Portrayals in Advertising over Time
19

 Magazine Ads: Fifty Years of

Advertising Images: Some Changing
Perspectives on Role Portrayals Along
with Enduring Consistencies. Mager &
Helgeson (2010):

 Analyzed women and men in U.S.

magazine advertisements over a 50-year
period, 1950 through 2000. (7,912
portrayals of people in 3,212
advertisements)

 Applied Goffman’s Gender Display

categories to 50 years of advertising (i.e.
Goffman’s framework in ‘Codes of
Gender’); interested in how portrayals may
have changed over time
Ads from Genderads.com 2019
Portrayal of Men in Magazine Ads
20
 Trend #1: Men on
average are still portrayed
as dominant to women
(“playing the executive
role”) in magazine
advertisements; but this
has decreased over
time**

 **’Playing the executive role’:

“When a man and woman
collaborate in an undertaking,
the man is likely to perform the
executive role” i.e. dominant
role. 2019
 21
 Trend #2: Of people
portrayed in a “sexually
explicit/ suggestive pose,”
88.4% were females and
11.6% were males; however
the occurrence of men
being displayed in
suggestive positions
shows an increasing
trend over time
- man are increasingly shown in this type of position

2019
Portrayal of Women
22
 Trend #3 =Magazine
advertising shows an
increasing trend over
time of more public role
portrayals of
women…but…
- women tend to be shown more in public role
- women are achieving something outside of the house

2019
Ads found at genderads.com
 23
 Trend #4: Also an
increasing trend over time
of females portrayed in
ritualized subordinate
poses**
- shown in subordinate position
-
 ‘Ritualization of
Subordination’: e.g. “Women
shown lying down. In Canting
postures. Women presented as
defenseless.”

2019
 24

 Does repeated exposure to such narrow

imagery affect us?

 “Advertisements [the media in general] depict for us not

necessarily how we actually behave as men and women
but how we think men and women behave. This
depiction serves the social purpose of convincing us that
this is how men and women are, or want to be, or should
be, not only in relation to themselves but in relation to
each other.” (Goffman 1979)

2019
 There is a lot of research out there that suggests it does…
25

 A few of the studies…

 Scharrer, E. (2005). Hypermasculinity, Aggression and Television

Violence: An experiment. Media Psychology, 7, 353–376.

 Behm-Morawitz & Mastro (2009). The Effects of the Sexualization of

Female Video Game Characters on Gender Stereotyping and Female
Self-Concept. Sex Roles, 61, 808-823.

 Behm-Morawitz (2014). Virtual Stereotypes?: The Impact of Video

Game Play on Racial/Ethnic Stereotypes. Howard Journal of
Communication. 25(1)

 **Harrison (2003). Television Viewers’ Ideal Body

Proportions: The Case of the Curvaceously Thin Woman. Sex
Roles, 48, 255-265 – we’ll look at this one

2019
 Harrison (2003)
26

 Where do women in North America learn

about the “curvaceously thin” ideal?

Rehabs.com
From a rehabs.com study: “In recent decades, two conflicting images
appear to have merged into a modern synthesis of what is considered
beautiful: an almost unhealthily thin and bony frame, combined with a
substantial bust.” 2019
 Harrison (2003)
27
 Study Design: PART 1
 1) Female university students looked at a set of adult female
drawings
 2) Asked which of 9 drawings looked like their own figure and
which looked like the figure they would “most like to have”
 PART 2
 1) Had participants tell the author which TV shows they
habitually watched (of 36 top-rated Nielsen TV shows): shows
chosen (1) because they were popular with young adults and (2)
contained characters with a diverse sampling of body types (e.g.
Baywatch, Ally McBeal)
 2) Body sizes of female characters in these programs coded by a
separate group of researchers ; programs rated according to how
thin the coders perceived the lead female characters to be (scale
of 7 to 1: the midpoint was deemed the “average” score)
2019
 28

 Hypothesis: Exposure
to ideal-body television
images will be positively
associated with women’s
idealization of a slimmer
female waist and hips,
but not a smaller bust

2019
 Mass Media & the Curvaceously Thin Ideal
29
 Results: Female students who
watched shows with
“curvaceously thin” female
characters = were more likely
to choose an “ideal” for
themselves that had a smaller
waist, smaller hips and
medium-sized bust vs students
who watched other shows
 This was the first study to
empirically link the
“curvaceously thin” ideal to
media exposure
2019
 What is going on?
 Media “cultivates”/ influences
the way we think=
- similar systems of stories, media depicted world
(1) Cultivation Theory: (based on
the work of Gerbner et al 1994)
 “One of the assumptions of cultivation
theory is that the mass media, and
television in particular, present similar
systems of stories.”
 “That television exposure “cultivates”
beliefs, attitudes, and ideals about the
real world that match the media-
depicted world” (Harrison 2003)
 "The primary proposition of cultivation
theory states that the more time people
spend 'living' in the television world, the
more likely they are to believe social
reality portrayed on television.“ (Cohen
& Weimann 2000)
30
 The Outcome? Different
groups of people develop a
common (media-depicted)
outlook on the world =
 (2) Mainstreaming:
 “Mainstreaming is described as the
typical pattern of worldview
change that cultivation, as a
process takes.”
 “Mainstreaming occurs when
groups who are initially divergent
in their worldviews come to hold
similar views with greater
television exposure. Their views
converge to reflect the “reality”
that is most commonly presented
on television.” (Harrison 2003)
2019
 Objectification & Objectification Theory
31

1) What does it mean to

objectify someone?
= TO TURN SOMEONE INTO OBJECT/TING OR ORNAMENT
= we don't thing about whole person, and both men and women can be objectify

2019
 32

2) What is Objectification Theory?

A framework for understanding the negative effects of
objectifying men’s and women’s bodies in our society

2019
 Internalizing an Observer’s Perspective
33

 Objectification influences us to adopt a peculiar

view of self—to treat ourselves as objects to be
looked at and evaluated
 Individual adopts an observer’s perspective on
their physical selves = Self-Objectification
 “Conscious or unconscious strategy mediated by
repeated exposure to an array of subtle (and not
subtle) external pressures to be and look a
certain way” (Fredrickson & Roberts 1997)
 This leads to habitual monitoring of the
body
2019
 Negative Consequences of Self-Objectification
34
 Self-objectification in
women linked to:
 Shameful feelings about
the body (Fredrickson et
al 1998)
 Eating disorders (Tigger
& Slater 2001)
 Depression
(Muehlenkamp & Saris-
Baglama 2002)

2019
 Evolution of Male Body Images
35
 Up to mid 1990s:
media images of men
focused on face not body;
or showed men in action
shots or sports

2019
 36
 Mid-1990s onwards:
male body/physique
starts to move to centre
stage

 Increasing trend over

time of males positioned
in suggestive ways in
magazine advertisements
(Mager & Helgeson
(2010)

2019
David Beckham’s Armani Underwear Ads (2011)
37

2019
 “Men’s Grooming Products” Market
38

 One of the fastest growing new

markets
 In Canada, sales of men’s
grooming products is estimated
at $1 billion/yr (2015-2020)
http://www.euromonitor.com/mens-
grooming-in-canada/report
 Global sales of men's grooming
products= $21 billion in 2016
(and projected to rise in
subsequent years)
 vs: Global sales of grooming
products for women = $100
billion in 2016 Shopper’s Drug Mart is opening up
new “Men’s Zone” shopping areas
 http://www.statista.com/statistics/2876
in its cosmetics departments
43/global-male-grooming-market-size/
2019
 “It's a Man's World: Men's Grooming Breaks New Ground”
39

 “There has been a pivotal shift in male pampering culture during the last
decade. Men’s toiletries used to consist of shampoo, deodorant, shaving
cream and not much else. But from London to New York to São Paulo, bathroom
cabinets of middle-class homes now brim with moisturizers, facial cleansers, eye serums,
bronzers, concealers, anti-agers and even mud masks—all designed specifically for men.
Based on current trends, it is only a matter of time before a full portfolio of
men’s makeup becomes part of daily ablutions [hygiene], too.”

 “A key occurrence happened in 2013 when, for the first time, men spent more cash
on male-specific toiletries than on shaving products. Sales of skin care, in particular,
boomed. And there will be no going back now. More and more men, it seems, are
putting higher stock in looking good. It’s about self-confidence as much as anything
else, and the desire to feel more attractive, more successful, and, increasingly, more
youthful. For similar reasons, men also are spending more on apparel and fashion
accessories.”
 - See more at: http://www.gcimagazine.com/marketstrends/consumers/men/Its-a-
Mans-World-Mens-Grooming-Breaks-New-Ground-
246591491.html#sthash.ffyD0V6T.dpuf

2019
 The Challenge
40
 “Beauty in our culture is seen to be a female attribute,” said
cultural anthropologist Victor Barac, a marketing consultant
in Toronto (quoted in Globe & Mail Feb 24, 2010) . “So you'd
call them male grooming products instead [of “beauty
products” or “cosmetics”]
 (1) Repackage products as “masculine”: “It's a world in
which eyeliner becomes “guyliner,” anti-wrinkle cream turns
into moisturizer, and bronzer changes to “power bronze.”
(Barac quoted in Globe & Mail Feb 24, 2010)
 (2) Men’s Sections in Cosmetic Departments
 (3) Use Sports sponsorships as a marketing vehicle;
e.g. Nivea for Men sponsors Montreal Canadians & Toronto
Maple Leafs; Dove Men sponsors CFL & NHL
2019
 How Grooming Products are Advertised to Men
41
 Dove Face Torture

 Mike Babcock’s “Journey

to Comfort”

 Brandon Shanahan

 Old Spice

2019
 The Rise of the “Body-as-Self” Paradigm
42

 A recent paradigm that promotes the idea that if

“you look good, you feel good” -- that one’s self-
worth is tied to your appearance (“Surgical
Transformations in the Pursuit of Gender” in GCCP p. 245-
top of 246)
- the self-worth is tied to our experience

 Consequences:
 (1) The body is on display like never before
 (2) We are encouraged to buy things to fix/
transform our bodies like never before

2019
 What is going on?
43
 Unattainable body = good
for business
 “Using the male body in an
objectified manner can be seen
as part of a consumerist
trend…Male dissatisfaction with
body image may be a gold mine
for consumerism such as it has
been for females. Thus, showing
a male or female body part
results in a focus on that part of
the body (e.g., abdomen, lips,
hair), highlighting an area that
“needs work” and that is ripe
for product promotion (Coward
1985).” Mager & Helgeson 2010
2019
 44
 Men are falling into the
same appearance-
oriented cultural trap
that women have
experienced

 ‘Dubious’ equality (Davis

2002) - men and women are both being objectivfing
- but it's not good for either one
-men are becoming more objectifying

2019
 Consequences of Self-Objectification for Men
45
 Meta-analyses of the effects of media
images on men’s body-image
concerns (2008). CP Barlett et al.
 Exposure to media images
of ‘ideal’ body associated
with:
 Negative body satisfaction
 Negative self-esteem
 Increased likelihood of
experiencing negative
psychological outcomes
(including depression) &
negative behavioural outcomes
(including bulimia, excessive
exercising)

2019
 From the National Post story:
“A study of Canadian, British, and
American students found that today’s
college graduates feel greater pressure
46 to be perfect that previous generations.
The researchers analyzed studies carried out
between 1989 and 2016, where college and
university students in Canada, Britain and the
United States had completed the
Multidimensional Perfectionism Scale. The
authors of the study say it is one of the first to
look at how the phenomena of
perfectionism has changed over time.”

In their paper, Perfectionism is increasing

over time, Curran & Hill (2019) found that:
-socially prescribed perfectionism
increased by 33% (e.g. we experience external
pressure to be ‘perfect’, believe others
evaluate us critically)
-other-oriented increased by 16%
(e.g. we set unrealistic standards for others,
such as partners, children, co-workers)
-self-oriented increased by 10% (e.g. we set
unrealistic expectations for ourselves)
2019
 Making us feel bad about ourselves
is good for business
47
 Increasingly, due to mass media
imagery/ stereotypes, both men and
women are under intense pressure
to look and be a certain type of
man or woman
 From the illusionists.org website:
“The Illusionists is a 90 minute
documentary about the body as the
“finest consumer object” and the
pursuit of ideal beauty around the
world. Or: how corporations
are getting richer by making us
feel insecure about the way we
look.”
 The Illusionists
2019
“Misery is Not Miserly” + “The Financial Costs of Sadness”
(Cryder et al 2008; Lerner et al 2013)
48
 “Misery-is-not-miserly” effect is the
= Sad
event tendency of sadness to carry over from
triggers past situations to influence economic
high self
focus decisions - looking at how our decision can be manipulated
= Sad  Study design (Cryder et al 2008):
individuals compared the economic decisions of (1)
experience a
diminished sad condition participants vs (2) neutral
sense of self condition participants (included both
men and women)
 “Sadness increases the amount of money
that decision makers give up to acquire a
= Triggers commodity” (Cryder et al 2008) - focuing on your
increased
slef but not in
valuation of  Sad condition participants paid more for
positive way - but
new
commodities a bottle of water ($2.56) vs neutral bad way
(as a way to condition participants ($0.56)
enhance self)
 Or opted for an immediate $50 Amazon
Cryder et al 2008 g/c vs waiting 3 months for a $100 one
- manipulation of the emotions 2019
 “Misery is Not Miserly” + “The Financial Costs of Sadness”
(Cryder et al 2008; Lerner et al 2013)
49

 What is going on? The authors’ research suggests that

sadness increases impatience/ made people more ‘present
biased’ (i.e. wanting something immediately). In this case,
impatience = negatively influenced economic decisions.
 Why does sadness increase impatience?
 Because sadness arises from a sense of loss, which triggers
an implicit goal of “reward replacement”/ “immediate
gratification” . “Sadness makes one…prefer
immediate gratification.” (Lerner et al 2013: 76)
 The authors suggest we need to better understand how
psychological processes, like sadness, may be contributing
to our “need it now” culture
2019
 A case in point….
50

 Dove ad campaign: “Real Beauty Sketches”

 Are we being manipulated to feel sad??

 Need to view this ad campaign in the context of the

“Body-as-Self” paradigm

2019
It’s “good” business: an
 6 studies published in the Lancet, a top
analogous situation in medical journal, in 2015
the food industry  From the CBC story: “An estimated 2.1
51 billion people [around the world] are
overweight, which accounts for about 2.8
million deaths per year. Children face some
of the highest risk, according to the authors,
as they're falling prey to colourful and fun
fast-foods ads.
 As one of the authors puts it, "fat children
are an investment in future sales." The
average American kid is 11 pounds heavier
than three decades ago. That's a $20 billion
boon to the food industry every year.”
 "I don't think they want to make people ill.”
says researcher Christine Roberta. “ That's
not their goal. They're just working
within a system that requires them to
Feb 2015 make profit. And a way to do that is
certainly to explore these vulnerabilities that
we have to foods that are high in sugar, high
in salt, high in fat. From a business
perspective it makes sense that they
would do that.”
2019
52
 Data from the Lancet articles
(US data):
 Kids are on average 5 kg
heavier than 30 years
 Consume 200 kcal/day more
than a child in the 1970s
 =73,000 kcal/year/child
 =extra $1.22/day/child
 =$400/ year x 50 million
school age children in the US
= combined excess food
consumption approaches $20
billion/year
2019
 53

 Part III) Is there a way to buffer ourselves

against this media onslaught?

 Do we actually identify with these stereotypes of

masculinity and femininity? Does the data support
gender polarization?

2019
 54

 (1) Gender Similarities Hypothesis

 Hyde’s meta-meta analysis: “males and females are

similar on most, but not all, psychological variables”

 The study titled: “Men and Women are from Earth”

(Carothers & Reis, 2013): not MARS & VENUS!
 Even when men and women differ on traits, the
differences are differences of degree not kind!

2019
 55

 2) Evolutionary theory predicts few

differences between men and men
+differences that do occur are relative, not absolute
+compared to other species, both men and women have
high levels of parental investment in offspring, likely
“smoothing” out further differences that do occur

2019
 (3) Gender polarization doesn’t exist in all societies
(Gender, Horticulture, and the Division of Labour in Vanatinai in GCCP)
56
Vanatinai: Small island in the
South Pacific, btw Papua New
Guinea & Australia
Largely egalitarian society:
p. 178 in GCCP: “The rights,
privileges, constraints and degrees
of personal autonomy of both sexes
are largely congruent throughout
the life course, even though they are
not perfectly symmetrical. This is a
hallmark of a gender egalitarian
society, a society that tends toward
equality.”
2019
 To read about: Gender Arrangements
57

1) Division of labour in subsistence tasks

largely overlapping: horticultural tasks shared, hard
work valued

2) Division of labour in ceremonies largely

overlapping: (1) Youth: both sexes participate in
ceremonies (2) Adults: Power/fame accessible to
both sexes as “givers” of prestige and ritual feasts
(giagia)

2019
 To read about: Gender Arrangements
58

 3) “Vanatinai women and men are valued for

the same qualities. The most admired individuals
of both sexes were described to me as strong, wise
and generous.” p. 177 in GCCP

 “There is no principle of male superiority or female

weakness” p. 177 in GCCP

 “[I]sland opportunities grant all adults, female and

male, equal opportunities to manage their own lives,
and influence others.” p. 179 in GCCP
2019
 59

 Compare the ideas presented above (slides

54-58: Gender Similarities Hypothesis,
Evolutionary theory, absence of gender
polarization in other societies) Vs. the
prevalence of the Gender Differences Hypothesis in
our society

2019
Bringing it back to Advertising & Gendered Products…

60

 A less rigid distinction between Masculinity

& Femininity in our society would be bad for
advertisers and others in the media & other
institutions who rely on gender stereotypes

 Gender polarization allows marketers to

segment the audience = “market
segmentation”

2019
 To sum up: What’s going on?
61

 Create gendered products when there is no need

for them—

 Why? To manipulate us into believing we need

these gendered products (thereby creating new
markets) b/c we are convinced that men and
women are so different!

2019
When really we are like this…and this…and this…
62

2019
 Take-Home Points:
63

 Gender stereotypes in the media are

pervasive, polarizing and negatively affect
us

 Who are you?

 1_________________
reject the body as self-paradigm

 2_________________
- man and women are more identical

 3_________________
- is is no one way to be masculine, on innate to masculinity or feminity

2019
 64

 What kind of society do you want to live in?

What will be the gender arrangements of
that society?

 How does change happen?

 “Start where you are. Use what you have.

Do what you can.” Arthur Ashe

2019