The main stream is a male stream!

November 22, 2005

Representing Reality
Media as an ‘imaginary world’ that appeals to the ‘social fantasies’ of men

Male Gaze

Men making meaning according to what they see... The power of men over women through the language of images:

  • Derogatory remarks: babae kasi; whistling; chicks; shota (short time)
  • Role: homemaker; seducer; weak; baby maker
  • Body image: sexy; ‘boobs’, dumb blond

Presupposition

The assumption of meaning for an object, event or even persons (in our case, gender), that leads to representing, generalizing then internalizing.

From a male gaze, the 'gazer' will assume or create bias interpretations or meaning..

Example: Women who wear skimpy clothes are cheap and would like to be seduced, touched, have sex..

Representation

  • All media texts are re-presentations.
  • They are composed, framed, branded, targeted, etc.
  • They are artificial versions.
  • They can therefore be manipulated—intentionally or unintentionally.
  • It is almost impossible for non-bias or objective representation to exist.

Generalization

The "reality" of a dominant culture; group or voice can be generalized as THE culture; THE group or THE voice = REALITY

It becomes the NORM…

The non-dominant or ‘subordinate’ culture; group or voice is negated = UNREAL!

They INTERNALIZE the NORM…

Internalization

  • The process by which a meaning is passed on as a NORM

Example: "Woman is weak."

  • This legitimizes all other cultural, political, religious and economic NORMS

Example:

Woman is weak & should stay home... not work.
Woman is weak & should be taken cared of by strong man.
Woman will teach women to look for man to take care of them.. because they are weak.

Reality: Let’s face it, that’s reality!

Nov. 15, 2005

Activity: The Meaning of Money
  • Group yourselves into 5.
  • Choose one observer.
  • Choose two who have the biggest bill.
  • Choose two should get her to tear it up..
  • If you own the bill, you should be able to give good reasons for not tearing it up.
Analysis:
  • What gives something meaning?
  • What it can mean? We construct (create) meaning for reality.
  • But who does the constructing? The one who holds power and language.

Abstraction:

Many people believe that their reality & meaning of gender are natural or predetermined: that the world has 'real' ideal versions of "man" and "woman" and that real people should always be viewed in terms of their resemblance to this idea.. Because “Let’s face it, that’s reality!”

Reality is a Social Construction

  • Society creates the meaning of things in our environment.
  • Because these meanings are constructed, they are a perception of reality, not reality itself.
  • To understand something, we must understand how they define reality.

The Power struggle for meaning

  • Those in power often shape how a society defines meaning
  • This power relationship often leads to the powerful shaping what is "right" and defining those without power as "the other"
  • This leads to social inequality and a struggle for equality
  • For some, the only way to end this inequality is to work towards the deconstruction of "the other" model as a method of social/cultural understanding

Example: Children

  • How children perceive the world is a taught behavior
  • How we see children is a "social construction"
  • A child’s identity is shaped by their culture – how they define themselves and how others define them
  • Our beliefs about children are based on our perception of their reality
  • Children’s beliefs are based on their perception of reality
  • Children are not in a position of power in society: This affects how they are treated and how people who work with/for children are treated.

The way parents 'construct' a reality for children is the same way media 'constructs' a reality for women.

Social Construction of Reality

"And insofar as all human "knowledge" is developed, transmitted and maintained in social situations, the sociology of knowledge must seek to understand the processes by which this is done in such a way that a taken-for-granted "reality" congeals for the man in the street." The authors call this process, "the social construction of reality".

Berger and Luckmann, "The Social Construction of Reality" (1966) p.3

Traditional view of the construction of reality

“that meaning originates within the individual mind.." "removing the individual as the starting point opens a range of possibilities". "The potential for meaning is realized through supplementary action. Lone utterances begin to acquire meaning when an other person or group of others coordinate"

Gergen

"For many, the fundamental unit of meaning is contained in the relationship between signifier and signified. It is not located within either unit individually but within the linkage between the two."..."It is only by virtue of supplementary signifiers that signified actions gain their capacity to mean, and it is only within the relationship of action-and-supplement that meaning is to be located at all". "Supplements act to both creates and constrain meaning."

Gergen

Underlying Assumptions

  1. Humans are fundamentally social -- and socially embedded -- beings.
  2. Humans are always in search of AND in the process of creating meaning.
  3. Meaning does not arise by itself.
  4. Reality socially constructed, understood and mediated
  5. Mass media one of multiple critical agents in social construction of reality.

Application:

Quiz: React/Respond - answer third question one page reaction & response to social construction of reality (20 pts.)

  • How do we come to see, understand, experience and re-present the world (reality) the way that we do?
  • Where is power (and who has it) with what potential implications in terms of how each of us comes to see, understand, experience and re-present the world (reality) the way that we do?
  • What role do the mass media play in our ways of seeing and understanding the world? (And how powerful are "they")?

Definition of Terms

Definition of Terms:

Construction of Reality - in media studies, this idea emphasizes that there is no single 'reality', rather a range of definitions of 'reality'. Reality as presented by the mass media is therefore not a picture or reflection of 'reality', but, rather, a constructed interpretation of reality. In the view of 'radical' critics of the media in particular, the mass media play a crucial rĂ´le in 'constructing reality' for the rest of us. In the view of many representatives of post-structuralism and post-modernism, just about every aspect of reality seems to be considered a social construction.

Desensitization: some theorists argue that the constant media diet of violence desensitizes audiences (makes them less sensitive) to real human suffering. It is hard to find proof for the theory, though the practice of systematic desensitization in behaviour modification may lend incidental support to the theory. Belson's 1978 study of over 1500 teenage boys did not find any support at all for the desesitization hypothesis. The effect of the 'distant violence' presented in the news was virtually nill and the effect of directly experienced violence was even slightly negative, which, if anything, suggests increased sensitization to real-world violence.

Deconstruction: A postmodern method of analysis; its goal is to undo all permanent, objective, determinative 'constructions' of scientists. Deconstruction tears a text apart, shows its unexamined assumptions, reveals its contradictions and its refusal to deal with contradictory materials. Typically a deconstructive critique endeavors to point out the classist, racist, sexist, agist, and other oppressive dimensions of speech. Deconstructionists "unpack" the layered dimensions of speech in order to appreciate the politics and special interests behind words, particularly when that intent invalidates, de-legitimizes, or otherwise, de-values specific individuals or a class of citizens. In affirmative postmodern work, deconstruction is prelude to the construction of new, more participatory social forms. In so doing, one accepts personal responsibility for the constructs rather than attributing such text or theory to God (gods) or nature. (After and beyond Derrida).

Objective Reality: Premodern views often deny the permanence or even existence of 'reality.' Modern science assumes reality but doubts it can be fully known. Postmodern philosophy of science holds that reality is both constructed by the conceptual language used; by the methods of research; by the interests and purposes of the researcher and by ignoring the incredible variety and complexity of really existing natural and social dynamical systems. Chaos theory notes that all dynamical systems have open boundaries at some level of observation which calls into doubt the assumption of a single bounded entity which answers to the concepts used to refer to them; thus the objective reality of a thing called a tree, a group, a nation, a religious organization or an atom is, in part, a matter of arbitrary conceptualization.

Objectification: The process of turning a subject into an object. Any process which tends to reduce intentionality and self-determination. People are objectified when they are treated as a means to an end. Power objectifies by forcing people to do things they judge to be inappropriate. People are also objectified when they are turned into commodities (football players, prostitutes, slaves, and so on) in a market.

Ontology: Greek: ontos: being. The study of that which exists in the natural world and which has facticity apart from human thought and study. Pre-modernists believe that external reality is a poor imitation of abstract forms [Plato] and/or of God's Plan. Modernists think reality exist as objects apart from human desire and can be known through good research design. Postmodernists hold that there is a complex interaction between reality and human action [including thought] which cannot be sorted out by good research. In brief, objectivity is impossible since humans use imagination and action to call forth both social facts and natural facts.

Epistemology: The study of how reliable knowledge is possible. Some say that the world is fully knowable; some say that only an intellect such as that of God can know everything; some say that while much can be known, still there are uncertainties and surprises which are beyond the reach of the most powerful theory or research technology. Chaos theory provides a grounding for the later view. See also Modern, Pre-modern and Postmodern views of the knowledge process.

The marxist position is that human knowledge is actively created by human beings engaged in producing culture. In such a process, humans reify epistemological categories (categories of thought) into ontological categories (categories of really existing things.) Self, social relations, social institutions, and other cultural facts are known (reliably), according to Marx, in the act of creating them as such by intending trusting, insightful humans. This view differs from the position that knowledge about nature and society is completely independent of human consciousness and interaction. This is one of the most interesting and challenging parts of the politics of science.

Feminism: A movement and an awareness of the cultural sources of gender inequality. The movement have three major components: separatist feminism; bourgeois feminism; and socialism feminism. These contrast to traditional femininity/gendering patterns in which men use four kinds of power to dominate women: social power, moral power, economic power and, often, physical force. Feminism is opposed to biological interpretations of gender inequality; to most theological justifications as well as structural-functional views which hold that gender division of labor is essential to the functioning of all societies. See each form separately for a more detailed explanation. See also Feminist theory/socialist feminism.

Feminism, Bourgeois: Bourgeois feminists advocate equal opportunity and equal rights for all women. They demand the right to compete fairly for all jobs and professions including the top positions in public and private life. This stands in contrast with traditional gendering patterns in which women are taught to defer to men in all public and most private spheres. It stands in contrast to socialist feminism which argues for the elimination of class and bureaucracy rather than for equal opportunity to compete in what socialist call 'structures of domination.' It also contrasts to separatist feminist who don't want to compete with men but to exclude them from their social life.

Feminism, Separatist: Separatist women want to build separate family systems, separate business, separate sports and recreational as well as separate religious organizations from men. Separatist feminists argue from the data that men are irreconcilably violent, brutal, demanding and dominating. Some separatist feminist reproduce role inequality in personal and public relationships; others advocate a much more democratic set of relationships. Separatist feminists constitute about 2-3 percent of the population [1995].

Feminism, Socialist: Socialist feminist urge the elimination of all forms of inequality; class, race and gender. Embodied best, perhaps by the Angela Davis, a professor of philosophy and an Afro-America, socialist feminists argue that Bourgeois feminists and their call for equal opportunity to compete only changes the gender of the oppressor, not the oppression. They point out that the gender division of labor converts women into unpaid workers who chief role is to reproduce each new generation of workers and to repair the physical and psychological damage done by capitalist relations to men by conditions at work and while dis-employed.

Feminist Methodology: Feminist methodology has several major differences from modern science methodology. Feminist theory emphasizes Standpoint epistemology; a view that each major group in society has its own standpoint from which to understand and act upon social life. This contrasts to the presumption of Objectivity in which modernists assume that the researcher can stand apart from society and history; can make judgments and form theory without any cultural or political bias. Feminist methodology also values story-telling and poetry as sources of insight and understanding while modern science tends to use standardized questions and statistical analysis. Finally, feminist methodology is openly partisan on behalf of egalitarian gender relationships and a much wider status-role for women...and for men too.

Feminist Theory: Feminist social theory argues that traditional gender roles are culturally determined and unnecessarily limiting to women. Instead of seeing the sources of gender inequality in biology or physiology, feminists hold that power inequalities reproduce gender inequalities. Feminists hold that patriarchy is a special, historical family form; that there have been dozens of other family forms in human history and that new family forms are emerging all the time as social, technical and economic conditions change. Most feminists accept gender divisions but do not want these extended to public office, high status jobs, middle class professions or sports. See Bourgeois and socialist feminism.

Femininity, Traditional: Traditional women view their role in life to center around the family; mother, home-maker, supportive wife and care-giver to the handicapped and elderly in the extended family. About 85% of the USA population, these women accept both biblical and 'scientific' statements that these are the natural and indispensable roles special to women. See other feminist thought: bourgeois, separatist and socialist-feminist.

Functionalism [structural f.]: A social philosophy cum sociology which holds that each social unit found in a society performs a function necessary to the whole. This includes organized crime, prostitution, police, church and all other units which are a permanent part of a society. It originates with the anthropologists, B. Malinowski and A.R. Radcliffe-Brown; T. Parsons picked upon on it. It is promoted as a way to legitimize the fact that people accept class stratification, patriarchy, poverty, racism and other such social structures. See Conflict Theory, Feminist Theory and Marxist theory for a different reading of social organization.

Gender: Gender refers to the psycho-social division of labor in a society; not to the biological and physiological differences between men and women. Gendering varies dramatically across cultures; biology and physiology vary but little. One uses the words, male/female to refer to biology; one use the words, men/women to refer to the product of social gendering work. Most societies socialize to two and only two genders but some societies provide for three or more. Physiology differences permits the specification of a great many genders. Gendering patterns begin early to develop some skills, beliefs and attitudes in young males and females. By age three, most young people begin to embody a gender division of labor in household, play, school and friendships. In such societies, boys and girls form separate groups before puberty and begin to embody traditional patriarchal role relationships soon after puberty. In more egalitarian societies, childhood is much less differentiated by gender while adult relationships are much less stratified.

Ideology: A generalized blueprint by which a given social life world is created. That which given meaning and purpose to life. Art, music, poetry, prose, science, myths, jokes, and song. Religion is an especially important part of an ideology. Sometimes ideology becomes reified into dogma and comes to be more than a general guide to the construction of social reality but rather a superorganic thing beyond the control of humans.

As a term, it is used to put down any social philosophy with which one disagrees. The term began as 'the study of ideas' by Destutt de Tracy (1775-1836) in opposition to the ideological hegemony of Napoleon. All social life requires a set of fairly comprehensive [but not necessarily compatible] ideas as the beginning point for the 'self-fulfilling prophecy' in the construction of a social life world. The only interesting questions are: which set of ideas, how are they to be transmitted to young people and how much criticism is to be allowed? Marx held 1) ideology varies with the kind of political economy at hand, 2) it varies with position with class, race, gender and ethnicity, 3) it is necessary for solidarity purposes, and 4) it can be progressive or oppressive depending on which ideas are valued most highly.

Ideological Hegemony: The attempt on the part of all ruling classes to universalize their own beliefs, values, morality, and opinions as part of the "natural order of things." Control of schools, law, churches, the media, as well as the political process aids in consolidating hegemony. (Gramsci)

Internalization: The incorporation of social norms into the self or the personality, so that violations of norms will produce a sense of guilt. To the extent this happens, the notion that self and society are twinborn makes sense.

Postmodern: A loose body of thought/criticism which holds that all knowledge processes are richly informed by personal aims and cultural world-views. All knowledge processes, including modern scientific theories, are constructed in and for a given socio-cultural life world; thus social theory may best be seen as a subjective narrative or text which legitimates existing or desired social relationships. Modern science talk privileges objectivity, rationality, power, control, inequality and hierarchy. Postmodern sociologists deconstruct each theory and each social practice by locating it in its larger socio-historical context in order to reveal the human hand and the group interests which shape the course of self-understanding of women, minorities and others. The political point of postmodernism is to enable women and others now excluded from such truth-claims to make and assert truth-claims which empower and honor different, more uncertain social-life worlds.

Postmodern, Affirmative: Many see postmodern sensibility as liberating. Old standards of truth and certainty are called into question. Traditional models of masculinity, femininity and gender relations are re-examined for their alienating effects. Old claims of social development [and underdevelopment] deconstructed to show their biases. Old models of governance and economics are given new life and more democracy by challenging the modernist tendency to control and to manage everything in a factory, school, office or church. See Pauline Vaillancourt-Rosenau's fine book on Postmodernism for the Social Sciences for both affirmative and nihilistic forms. Thus postmodern sensibility offers human beings considerably more scope for understanding and human agency than found in either pre-modern or modern world views. Pre-modern views tend to locate agency and full capacities to know in Gods or abstract realms of nature. Modern science retains the view that valid knowledge is buried in the dynamics of nature and that human beings must bend to natural laws if they are to be rational.

Praxis/Practice: A complex activity by which individuals, in collectivities, create culture, society, and create themselves as "species beings", i.e., as human beings. The moments of praxis include self-determination (in contrast to coercion), intentionality (in contrast to reaction), sociality (in contrast to privatism), creativity (in contrast to sameness) and rationality (in contrast to blind chance) (after M. Markovic).

Systematically Distorted Communication: In Habermas, the barriers to a communication which produces normative behavior are usually subjected to scrutiny and reduction through "discourse", as special kind of conversation about things we ordinarily assume. But some social world-view prevent discourse and thus distort communication. When communication is distorted, human behavior ceases to be free and uncoerced. Elitism and mass media as they are organized do not permit discourse. Rules about secrecy, about authority, about expertise all protect the implicit validity claims of one party to be called into question.

Source: Mass Media Glossary
http://www.cultsock.ndirect.co.uk/MUHome/cshtml/index.html

Weekly Assignment

Collect-critique-conclude
Bring examples (photo, print, description or short summary) of how media makes woman that the class will collect, critique and conclude: creating a list of weekly best and worst images of women as created by media today in the Philippines. No two examples must be alike.

15-Nov Billboard Ads
22-Nov Ptime TV
29-Nov Lifestyle Channel
6-Dec Film/ Actress
13-Dec Home TV Sh
3-Jan Primetime News

Course Syllabus

The past decades has exposed the idea of gender identity and relations as a product of media representations. A process of encoding and decoding (Stuart Hall 1973) that has created distorted and misunderstood concepts and meanings. From the Feminist standpoint, this has resulted to the discrimination and oppression of women. This course stems from women studies courses that aims to explore the idea of “media making woman” and seeks ways for “woman making media.” This includes studying the process and production of meaning in two phases. A Critical Phase looks into how media was making woman (demythologization & demystification of woman roles) and there is the Constructive Phase (feminist alternative theories) that looks into principles and praxis for woman making media (Mananzan, 1988). It is an interdisciplinary course drawing on sociology, media studies, feminist theory and feminist approaches to media. In order to animate this, the course will investigate both Philippine and global media sources like television, print advertising, magazines, photography, video, film, painting, autobiography, documentary and the web. The course will also examine emerging feminist media theory in the hope of bringing about developmental woman media praxis.

A. Media making woman: CRITICAL PHASE

1. WHAT woman images media created

a. Epistemological Critique:
· Reality: social construction of reality (Berger)
- Power & Language
· Representing reality:
- Media as ‘imaginary world’ that appeals to ‘social fantasies’
- The Male Gaze
- Distortion: Presupposition, Representation, Generalization

b. ‘Ritual’ view on communication: anthropology & sociology of religion

2. HOW media created woman images

a. Ideological Critique
· Capitalism & Patriarchy
b. Sociological Critique:
· Gender: Learning & Teaching Gender(passing on)
- SOCIALIZATION: Learning, Modeling, Identifying, Self-socialization

3. EFFECTS of media making woman.

a. Subjectivity and Objectivity: Role making & Role taking
- Functionalist: as determinant reality
- Objectified woman
b. Stereotypes: Sexism
- Stereotypes women answer to
c. Pornography: Oppression & Violence
· Violence against women
d. Hegemony: Internalization
· Triple exploitation of women

4. Deconstruction: Demythologizing & Demystification
a. Feminist Epistemology
b. Herstory

B. Woman Making Media: CONSTRUCTIVE PHASE

1. Feminist Consciousness
2. Feminist Phenomenology:
3. Telling Herstory: Personal is political
4. Feminist Media Theories