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

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Presentation on theme: "FEMALE/MALE MEDIA gender, media and stereotyping Joke Hermes October/November 2012, Aalto University, Helsinki."— Presentation transcript:

1 FEMALE/MALE MEDIA gender, 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

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7 1995-present

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

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10 1995-present

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

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22 Openings for social critique

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24 Sports photography in soccer

25 Intersectionality in Dutch soccer images

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

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

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

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

30 Christian Eriksen

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

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

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

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

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

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

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

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

39 Mulier debat 25 januari 2012 Utrecht - Joke Hermes, Inholland 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)

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

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


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