<< Chapter < Page Chapter >> Page >

Feminist perspective

A thin female model is shown participating in New York’s fashion week.
What types of women are we exposed to in the media? Some would argue that the range of female images is misleadingly narrow. (Photo courtesy of Cliff1066/flickr)

Take a look at popular television shows, advertising campaigns, and online game sites. In most, women are portrayed in a particular set of parameters and tend to have a uniform look that society recognizes as attractive. Most are thin, white or light-skinned, beautiful, and young. Why does this matter? Feminist perspective theorists believe it’s crucial in creating and reinforcing stereotypes. For example, Fox and Bailenson (2009) found that online female avatars (the characters you play in online games like World of Warcraft or Second Life) conforming to gender stereotypes enhances negative attitudes toward women, and Brasted (2010) found that media (advertising in particular) promotes gender stereotypes.

The gender gap in tech-related fields (science, technology, engineering, and math) is no secret. A 2011 U.S. Department of Commerce Report suggested that gender stereotyping is one reason for this gap, acknowledging the bias toward men as keepers of technological knowledge (US Department of Commerce 2011). But gender stereotypes go far beyond the use of technology. Press coverage in the media reinforces stereotypes that subordinate women, giving airtime to looks over skills, and disparaging women who defy accepted norms.

Recent research in new media has offered a mixed picture of its potential to equalize the status of men and women in the arenas of technology and public discourse. A European agency, the Advisory Committee on Equal Opportunities for Men and Women (2010), issued an opinion report suggesting that while there is the potential for new media forms to perpetuate gender stereotypes and the gender gap in technology and media access, at the same time new media could offer alternative forums for feminist groups and the exchange of feminist ideas. Still, the committee warned against the relatively unregulated environment of new media and the potential for antifeminist activities, from pornography to human trafficking, to flourish there.

Increasingly prominent in the discussion of new media and feminism is cyberfeminism    , the application to, and promotion of, feminism online. Research on cyberfeminism runs the gamut from the liberating use of blogs by women living in Iraq during the second Gulf War (Peirce 2011) to an investigation of the Suicide Girls web site (Magnet 2007).

Symbolic interactionism

Technology itself may act as a symbol for many. The kind of computer you own, the kind of car you drive, whether or not you can afford the latest Apple product—these serve as a social indicator of wealth and status. Neo-Luddites are people who see technology as symbolizing the coldness and alienation of modern life. But for technophiles    , technology symbolizes the potential for a brighter future. For those adopting an ideological middle ground, technology might symbolize status (in the form of a massive flat-screen television) or failure (in owning a basic old mobile phone with no bells or whistles).

Get Jobilize Job Search Mobile App in your pocket Now!

Get it on Google Play Download on the App Store Now




Source:  OpenStax, Introduction to sociology. OpenStax CNX. Jun 12, 2012 Download for free at https://legacy.cnx.org/content/col11407/1.7
Google Play and the Google Play logo are trademarks of Google Inc.

Notification Switch

Would you like to follow the 'Introduction to sociology' conversation and receive update notifications?

Ask