Thursday, October 25, 2012

7. Screen Structure Images: Representations of Women in Advertisements

                   

For this assignment, I went out into the field to examine the concepts of gender roles and hegemony further. These results proved to be interesting! 

For the narrative screen structure, the photos were taken at La Cantera. I wanted to examine window displays and how various stores tried to capture female demographics. In particular, the image of female Halloween costumes was a very sexualized depiction of women. 

The documentary screen structure captured if girls at a young age confirm or neglect typical female gender roles. I followed my cousin around for the day and asked her to show me her favorite things that she loves to play with, what chores she does, and more. I found that there were many aspects of femininity that she has been socialized into but growing up with brothers she adopts aspects of masculinity. For example, she loves to play video games and football with her brothers. An interesting aspect was when I was documenting her playing a video game, she was playing a fighting game and chose the female player. The depiction of the female fighter was very hyper-sexualized. This is an interesting aspect because no matter how much her mother raises her to be a confident, strong and unique girl, these sexualized images of women in the media cannot be avoided and are even in video games!

The aesthetic screen structure showed how women are represented in advertisements. The photos confirmed that many of the women were depicted in a sexualized manner. However, some of the women that were depicted were very androgynous looking which I found to be rather interesting. 



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