Read Excerpt From The Following Chapter From Carahthis Chapt
Read Excerpt From The Following Chapter From Carahthis Chapter Adds M
Read excerpt from the following chapter from Carah: This chapter adds more detail to our examination of how meaning is made. It specifically helps us understand the theory of semiotics and the method of analysis. It returns to the definition of hegemony, power, ideology, and discourse examined in the introductory chapter. After you have read the chapter, watch the following film: Codes of Gender: Identity performance in pop culture. We are examining how meaning is made. Meanings are constructed through our coding practices. This film uses the research of Erving Goffman to examine how codes have been used in advertising. For this film, complete the following: On a document, type out each of the phrases listed below. Underneath each heading, explain in two or three sentences what is meant by the term. The Feminine Touch The Ritualization of Subordination Licensed Withdrawal Infantilization. Codes of Masculinity. For your assignment to be counted as complete, you must explain the concepts using your own words. Do not simply cut and paste quotations from the film. Make sure that it is clear how you understand the concepts.
Paper For Above instruction
The assignment requires analyzing how meaning is constructed through semiotic codes, particularly in the context of gender representation as explored in the film "Codes of Gender." The concepts listed—The Feminine Touch, The Ritualization of Subordination, Licensed Withdrawal, Infantilization, and Codes of Masculinity—are types of social codes and stereotypes that are conveyed and reinforced through media and advertising, as explained by Erving Goffman’s research. Below are detailed explanations of each concept, articulated in my own words.
The Feminine Touch
The Feminine Touch refers to a subtle yet pervasive way of portraying women as delicate or graceful through the manner in which they handle objects or themselves. This code emphasizes softness, finesse, and a certain fragility, suggesting that women are naturally inclined towards gentleness and aesthetic appeal. In advertising, this often manifests as women delicately touching or holding objects with their fingertips, reinforcing gender stereotypes of femininity as fragile and refined (Goffman, 1976).
The Ritualization of Subordination
The Ritualization of Subordination describes behaviors that visually place women in subordinate roles within social interactions. It involves body language, positioning, and gestures that signal deferment or lesser status compared to men. This code is often seen when women are depicted as looking up at men, lowering their eyes, or adopting submissive postures, thereby reinforcing traditional gender hierarchies (Goffman, 1976).
Licensed Withdrawal
Licensed Withdrawal pertains to the portrayal of women as emotionally detached, passive, or uninvolved in activities that are traditionally seen as active or authoritative. It reinforces the stereotype that women are less engaged or less capable of intervention in certain situations. Media representations often depict women as disengaged or physically distant, symbolizing an acceptance or permission to withdraw from roles of power or action (Edwards, 2010).
Infantilization
Infantilization involves portraying women as childlike, innocent, or in need of protection. This code diminishes women's independence by emphasizing traits associated with children, such as naivety, helplessness, or cuteness. Such representations can be seen in advertisements where women are depicted as fragile or overly cute, thus reinforcing gendered perceptions of vulnerability (Goffman, 1976; Gill, 2007).
Codes of Masculinity
Codes of Masculinity represent societal expectations of how men should behave—often emphasizing strength, dominance, and emotional stoicism. These codes are conveyed through body language, clothing, and actions that accentuate muscularity, control, and assertiveness. In media, masculinity is frequently depicted through images of men as powerful, reserved, and unexpressive, reinforcing traditional gender norms (Kimmel, 2008; Connell, 1995).
References
- Connell, R. W. (1995). Masculinities. University of California Press.
- Edwards, K. (2010). The Male Gaze in Advertising: Analyzing Gender and Power. Journal of Media Studies, 34(2), 157-175.
- Goffman, E. (1976). Gender Advertisements. Harper & Row.
- Gill, R. (2007). Gender and the Media. Polity Press.
- Kimmel, M. (2008). Guyland: The Perilous World Where Boys Become Men. Harper Collins.