Erving Goffman was a Canadian-born American sociologist, social psychologist, and writer, considered by some "the most influential American sociologist of the twentieth century".
Sex appeal in advertising is a common tactic employed to promote products and services. Research indicates that sexually appealing content, including imagery, is often used to shape or alter the consumer's perception of a brand, even if it is not directly related to the product or service being advertised. This approach, known as "sex sells," has become more prevalent among companies, leading to controversies surrounding the use of sexual campaigns in advertising.
Masculinity is a set of attributes, behaviors, and roles associated with men and boys. Masculinity can be theoretically understood as socially constructed, and there is also evidence that some behaviors considered masculine are influenced by both cultural factors and biological factors. To what extent masculinity is biologically or socially influenced is subject to debate. It is distinct from the definition of the biological male sex, as anyone can exhibit masculine traits. Standards of masculinity vary across different cultures and historical periods.
Femininity is a set of attributes, behaviors, and roles generally associated with women and girls. Femininity can be understood as socially constructed, and there is also some evidence that some behaviors considered feminine are influenced by both cultural factors and biological factors. To what extent femininity is biologically or socially influenced is subject to debate. It is conceptually distinct from both the female biological sex and from womanhood, as all humans can exhibit feminine and masculine traits, regardless of sex and gender.
Jean Kilbourne is an American public speaker, writer, filmmaker and activist, who is known for her work on the image of women in advertising and her critical studies of alcohol and tobacco advertising. She is also credited with introducing the idea of educating about media literacy as a way to prevent problems she viewed as originating from mass media advertising campaigns. She also lectures about the topic, and her documentaries based on these lectures are viewed around the world.
Sociology of gender is a prominent subfield of sociology. Social interaction directly correlated with sociology regarding social structure. One of the most important social structures is status. This is determined based on position that an individual possesses which effects how they will be treated by society. One of the most important statuses an individual claims is gender. Public discourse and the academic literature generally use the term gender for the perceived or projected (self-identified) masculinity or femininity of a person.
Hypermasculinity is a psychological and sociological term for the exaggeration of male stereotypical behavior, such as an emphasis on physical strength, aggression, and human male sexuality. Within psychology, this term has been used ever since the publication of research by Donald L. Mosher and Mark Sirkin in 1984. Mosher and Sirkin operationally define hypermasculinity or the "macho personality" as consisting of three variables:
Sut Jhally is a professor of communication at the University of Massachusetts Amherst, whose work focuses on cultural studies, advertising, media, and consumption. He is the producer of more than 40 documentaries on media literacy topics and the founder and executive director of the Media Education Foundation.
In gender studies, hegemonic masculinity is part of R. W. Connell's gender order theory, which recognizes multiple masculinities that vary across time, society, culture, and the individual. Hegemonic masculinity is defined as a practice that legitimizes men's dominant position in society and justifies the subordination of the common male population and women, and other marginalized ways of being a man. Conceptually, hegemonic masculinity proposes to explain how and why men maintain dominant social roles over women, and other gender identities, which are perceived as "feminine" in a given society.
Jackson T. Katz is an American educator, filmmaker, and author. He has created a gender violence prevention and education program entitled 'Mentors in Violence Prevention', which is used by U.S. military and various sporting organizations.
In critical theory, philosophy, sociology, and psychoanalysis, the gaze, in the figurative sense, is an individual's awareness and perception of other individuals, other groups, or oneself. The concept and the social applications of the gaze have been defined and explained by existentialist and phenomenologist philosophers. Jean-Paul Sartre described the gaze in Being and Nothingness (1943). Michel Foucault, in Discipline and Punish: The Birth of the Prison (1975), developed the concept of the gaze to illustrate the dynamics of socio-political power relations and the social dynamics of society's mechanisms of discipline. Jacques Derrida, in The Animal That Therefore I Am (1997), elaborated upon the inter-species relations that exist among human beings and other animals, which are established by way of the gaze.
Since the Industrial Revolution, use of the family in advertising has become a prominent practice in marketing campaigns to increase profits. Some sociologists say that these advertisements can influence behavior and attitudes; advertisers tend to portray family members in an era's traditional, socially-acceptable roles.
Gender in advertising refers to the images and concepts in advertising that depict and reinforce stereotypical gender roles. Advertisements containing subliminal or direct messages about physical attractiveness and beauty have been of particular interest regarding their impact on men, women, and youth. Gendered advertisements have and continue to shape what is expected of a distinct gender, regarding physique and attitude. Not only are these types of stereotypes present in various forms of media, but they also hold significant weight in everyday life.
Killing Us Softly 4: Advertising’s Image of Women is an American documentary based on a lecture by Jean Kilbourne and is produced and distributed by the Media Education Foundation. The documentary, first released in 1979 and since revised and updated three times, focuses on images of women in advertising, in particular on gender stereotypes, the effects of advertising on women's self-image, and the objectification of women's bodies.
In sociology and gender studies, "doing gender" is the idea that gender, rather than being an innate quality of individuals, is a social construct that actively surfaces in everyday human interaction. This term was used by Candace West and Don Zimmerman in their article "Doing Gender", published in 1987 in Gender and Society. According to this paper, an individual's performance of gender is intended to construct gendered behavior as naturally occurring. This façade furthers a system through which individuals are judged in terms of their failure or success to meet gendered societal expectations, called the accountability structure. The concept of doing gender was later expanded by authors such as West and Fenstermaker in the book Doing Gender, Doing Difference.
The exploitation of women in mass media is the use or portrayal of women in mass media as objects to increase the appeal of media or a product to the detriment of, or without regard to, the interests of the women portrayed, or women in general. This process includes the presentation of women as sexual objects and the setting of feminine beauty ideals that women are expected to reflect. Sexual exploitation of women in the media dates back to 19th century Paris, in which ballerinas were exposed to harassment and objectification. The ballerinas in the Paris Opera Ballet were ogled by their male audience members and often even expected to perform sexual favors for the male subscribers behind the scenes. Feminists and other advocates of women's rights have criticized such exploitation. The most often criticized aspect of the use of women in mass media is sexual objectification, but dismemberment can be a part of the objectification as well.
Gender plays a role in mass media and is represented within media platforms. These platforms are not limited to film, radio, television, advertisement, social media, and video games. Initiatives and resources exist to promote gender equality and reinforce women's empowerment in the media industry and representations. For example, UNESCO, in cooperation with the International Federation of Journalists, elaborated the Gender-sensitive Indicators for Media contributing to gender equality and women's empowerment in all forms of media.
Racial stereotyping in advertising refers to using assumptions about people based on characteristics thought to be typical of their identifying racial group in marketing.
Body shaming is the action or inaction of subjecting someone to humiliation and criticism for their bodily features. The scope of body shaming is wide, and includes, although is not limited to fat-shaming, shaming for thinness, height-shaming, shaming of hairiness, of hair-color, body-shape, one's muscularity, shaming of penis size or breast size, shaming of looks, and in its broadest sense may even include shaming of tattoos and piercings or diseases that leave a physical mark such as psoriasis.
Gender Advertisements is a 1979 book by Erving Goffman.
