alternative feminist media
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Alternative Feminist Media. Julie Wagoner Alyssa Detert Jacqueline Doyle. An Overview. Feminism: Then and Now The Need for a Voice MScommunication through Advertising What are we up against? Why does this matter??. Feminism: Then and Now. What exactly is feminism? Put simply: a theory - PowerPoint PPT PresentationTRANSCRIPT
Alternative Feminist MediaAlternative Feminist MediaAlternative Feminist MediaAlternative Feminist Media
Julie WagonerJulie Wagoner
Alyssa Detert Alyssa Detert
Jacqueline DoyleJacqueline Doyle
Julie WagonerJulie Wagoner
Alyssa Detert Alyssa Detert
Jacqueline DoyleJacqueline Doyle
An OverviewAn OverviewAn OverviewAn Overview
Feminism: Then and NowFeminism: Then and Now The Need for a VoiceThe Need for a Voice MScommunication through MScommunication through
AdvertisingAdvertising What are we up against?What are we up against? Why does this matter??Why does this matter??
Feminism: Then and NowFeminism: Then and Now The Need for a VoiceThe Need for a Voice MScommunication through MScommunication through
AdvertisingAdvertising What are we up against?What are we up against? Why does this matter??Why does this matter??
Feminism: Then and NowFeminism: Then and NowFeminism: Then and NowFeminism: Then and Now
What exactly is What exactly is feminism?feminism?
Put simply: a theoryPut simply: a theoryof equality of the sexesof equality of the sexes
Examined over Examined over various disciplines:various disciplines:
political,sociological,political,sociological,legal,psychoanalytic,legal,psychoanalytic,literary, philosophicalliterary, philosophical
What exactly is What exactly is feminism?feminism?
Put simply: a theoryPut simply: a theoryof equality of the sexesof equality of the sexes
Examined over Examined over various disciplines:various disciplines:
political,sociological,political,sociological,legal,psychoanalytic,legal,psychoanalytic,literary, philosophicalliterary, philosophical
Feminism: Then and NowFeminism: Then and NowFeminism: Then and NowFeminism: Then and Now
First Wave First Wave Feminism:Feminism:
Women’s SuffrageWomen’s Suffrage
Movement of the EarlyMovement of the Early2020thth Century Century
Considered a largelyConsidered a largelywhite, middle-classwhite, middle-classwoman’s movementwoman’s movement
First Wave First Wave Feminism:Feminism:
Women’s SuffrageWomen’s Suffrage
Movement of the EarlyMovement of the Early2020thth Century Century
Considered a largelyConsidered a largelywhite, middle-classwhite, middle-classwoman’s movementwoman’s movement
Feminism: Then and NowFeminism: Then and NowFeminism: Then and NowFeminism: Then and Now Second-Wave Second-Wave
FeminismFeminismProgressive thinkers of Progressive thinkers of 60s and 70s, as a response to60s and 70s, as a response toidealized 1950’s Americanidealized 1950’s Americanlifestylelifestyle
Radical, characterizedRadical, characterizedby the term ‘Femi-Nazi’by the term ‘Femi-Nazi’
Influential writers, such asInfluential writers, such asAdrienne Rich, GloriaAdrienne Rich, GloriaSteinem and Steinem and MsMs..
Roe V. WadeRoe V. Wade
Second-Wave Second-Wave FeminismFeminism
Progressive thinkers of Progressive thinkers of 60s and 70s, as a response to60s and 70s, as a response toidealized 1950’s Americanidealized 1950’s Americanlifestylelifestyle
Radical, characterizedRadical, characterizedby the term ‘Femi-Nazi’by the term ‘Femi-Nazi’
Influential writers, such asInfluential writers, such asAdrienne Rich, GloriaAdrienne Rich, GloriaSteinem and Steinem and MsMs..
Roe V. WadeRoe V. Wade
Feminism: Now and ThenFeminism: Now and ThenFeminism: Now and ThenFeminism: Now and Then
Third Wave Third Wave Feminism:Feminism:
NOW!NOW!
More inclusive to More inclusive to minority groups at minority groups at home and abroadhome and abroad
Looks to work for Looks to work for equality for equality for allall
oppressed groupsoppressed groups
Third Wave Third Wave Feminism:Feminism:
NOW!NOW!
More inclusive to More inclusive to minority groups at minority groups at home and abroadhome and abroad
Looks to work for Looks to work for equality for equality for allall
oppressed groupsoppressed groups
The Need For a VoiceThe Need For a VoiceThe Need For a VoiceThe Need For a Voice
During the late 60s During the late 60s women saw the women saw the wage gap enacted wage gap enacted by many by many publications that publications that employed them.employed them.
Evident their Evident their careers were careers were restricted by “the restricted by “the glass ceiling”glass ceiling”
During the late 60s During the late 60s women saw the women saw the wage gap enacted wage gap enacted by many by many publications that publications that employed them.employed them.
Evident their Evident their careers were careers were restricted by “the restricted by “the glass ceiling”glass ceiling”
The Need for a VoiceThe Need for a VoiceThe Need for a VoiceThe Need for a Voice
At this point in At this point in time there was no time there was no sturdy platform sturdy platform for women to for women to express their fury express their fury with these with these recurring recurring chauvinistic chauvinistic practices.practices.
At this point in At this point in time there was no time there was no sturdy platform sturdy platform for women to for women to express their fury express their fury with these with these recurring recurring chauvinistic chauvinistic practices.practices.
The Need for a VoiceThe Need for a VoiceThe Need for a VoiceThe Need for a Voice An abortion case in New York An abortion case in New York
state held legislative state held legislative hearings in Albany, where 14 hearings in Albany, where 14 of 15 expert witnesses were of 15 expert witnesses were men. men.
Outraged by the absurdity of Outraged by the absurdity of this case, a group of women this case, a group of women held the first feminine held the first feminine “speakout” in Manhattan.“speakout” in Manhattan.
The protest served as an The protest served as an opportunity for women to tell opportunity for women to tell the truth about their lives in the truth about their lives in publicpublic
An abortion case in New York An abortion case in New York state held legislative state held legislative hearings in Albany, where 14 hearings in Albany, where 14 of 15 expert witnesses were of 15 expert witnesses were men. men.
Outraged by the absurdity of Outraged by the absurdity of this case, a group of women this case, a group of women held the first feminine held the first feminine “speakout” in Manhattan.“speakout” in Manhattan.
The protest served as an The protest served as an opportunity for women to tell opportunity for women to tell the truth about their lives in the truth about their lives in publicpublic
The Need for a VoiceThe Need for a VoiceThe Need for a VoiceThe Need for a Voice
Gloria Steinem was Gloria Steinem was one such woman in one such woman in the crowd.the crowd.
Seeing the need for Seeing the need for a feminist a feminist publication, Steinem publication, Steinem began meeting with began meeting with journalists and journalists and activists to share her activists to share her ambition.ambition.
Gloria Steinem was Gloria Steinem was one such woman in one such woman in the crowd.the crowd.
Seeing the need for Seeing the need for a feminist a feminist publication, Steinem publication, Steinem began meeting with began meeting with journalists and journalists and activists to share her activists to share her ambition.ambition.
The Need for a VoiceThe Need for a VoiceThe Need for a VoiceThe Need for a Voice
In the winter of 1972 In the winter of 1972 the first issue of Ms. the first issue of Ms. magazine hit magazine hit newsstands.newsstands.
The issue promised The issue promised stories on sisterhood, stories on sisterhood, abortions, children, abortions, children, sex roles, and living sex roles, and living as a housewife.as a housewife.
In the winter of 1972 In the winter of 1972 the first issue of Ms. the first issue of Ms. magazine hit magazine hit newsstands.newsstands.
The issue promised The issue promised stories on sisterhood, stories on sisterhood, abortions, children, abortions, children, sex roles, and living sex roles, and living as a housewife.as a housewife.
The Need for a VoiceThe Need for a VoiceThe Need for a VoiceThe Need for a Voice
After the first issue:After the first issue:
- 26,000 subscription orders- 26,000 subscription orders
- 20,000 reader response letters- 20,000 reader response letters
After the first issue:After the first issue:
- 26,000 subscription orders- 26,000 subscription orders
- 20,000 reader response letters- 20,000 reader response letters
MScommunication through MScommunication through Advertising: Focus GroupsAdvertising: Focus GroupsMScommunication through MScommunication through Advertising: Focus GroupsAdvertising: Focus Groups
Ad agency, BBDO Ad agency, BBDO conducted focus conducted focus groups to find out groups to find out information about information about what products what products and ad images and ad images women thought women thought were most were most objectionable and objectionable and why.why.
Ad agency, BBDO Ad agency, BBDO conducted focus conducted focus groups to find out groups to find out information about information about what products what products and ad images and ad images women thought women thought were most were most objectionable and objectionable and why.why.
Mscommunication through Mscommunication through Advertising: ResentmentAdvertising: Resentment
Mscommunication through Mscommunication through Advertising: ResentmentAdvertising: Resentment
The agency The agency discovered that discovered that women resented women resented advertising that advertising that reinforced the reinforced the idea that women idea that women belong in the belong in the home.home.
The agency The agency discovered that discovered that women resented women resented advertising that advertising that reinforced the reinforced the idea that women idea that women belong in the belong in the home.home.
Mscommunication through Mscommunication through Advertising: ResultsAdvertising: Results
Mscommunication through Mscommunication through Advertising: ResultsAdvertising: Results
Women obtained executive positions at Women obtained executive positions at advertising agencies.advertising agencies.
Industry recognized that 85% of the Industry recognized that 85% of the nation’s spending power was controlled nation’s spending power was controlled by women. by women.
Career women became a new target for Career women became a new target for advertisers.advertisers.
Women obtained executive positions at Women obtained executive positions at advertising agencies.advertising agencies.
Industry recognized that 85% of the Industry recognized that 85% of the nation’s spending power was controlled nation’s spending power was controlled by women. by women.
Career women became a new target for Career women became a new target for advertisers.advertisers.
Mscommunication through Mscommunication through Advertising: Not HiringAdvertising: Not Hiring
Mscommunication through Mscommunication through Advertising: Not HiringAdvertising: Not Hiring
Advertisements Advertisements lacked sensitivity to lacked sensitivity to the women’s the women’s perspective was perspective was because of because of discrimination discrimination against against employment employment opportunities for opportunities for women in the women in the advertising advertising industry.industry.
Advertisements Advertisements lacked sensitivity to lacked sensitivity to the women’s the women’s perspective was perspective was because of because of discrimination discrimination against against employment employment opportunities for opportunities for women in the women in the advertising advertising industry.industry.
MScommunication through MScommunication through Advertising: Counter-Advertising: Counter-
StereotypeStereotype
MScommunication through MScommunication through Advertising: Counter-Advertising: Counter-
StereotypeStereotype A new type of A new type of
advertising created: advertising created: Counter-stereotype Counter-stereotype ads reversed ads reversed traditional stereotypes traditional stereotypes in order to be included in order to be included in magazines like in magazines like MsMs..
Polished the Polished the reputation of the reputation of the company featured in company featured in the adthe ad
A new type of A new type of advertising created: advertising created: Counter-stereotype Counter-stereotype ads reversed ads reversed traditional stereotypes traditional stereotypes in order to be included in order to be included in magazines like in magazines like MsMs..
Polished the Polished the reputation of the reputation of the company featured in company featured in the adthe ad
Mscommunication through Mscommunication through Advertising: Financial Advertising: Financial
StruggleStruggle
Mscommunication through Mscommunication through Advertising: Financial Advertising: Financial
StruggleStruggle Ms.Ms. became a nonprofit foundation to maintain became a nonprofit foundation to maintain
control over its content.control over its content.
Investors became more important to their Investors became more important to their survival. survival.
1989 - Ms. purchased by Dale Lang, owner of 1989 - Ms. purchased by Dale Lang, owner of Working MotherWorking Mother and and Working WomanWorking Woman..
Ms.Ms. Mag became ad-free. Mag became ad-free.
Ms.Ms. became a nonprofit foundation to maintain became a nonprofit foundation to maintain control over its content.control over its content.
Investors became more important to their Investors became more important to their survival. survival.
1989 - Ms. purchased by Dale Lang, owner of 1989 - Ms. purchased by Dale Lang, owner of Working MotherWorking Mother and and Working WomanWorking Woman..
Ms.Ms. Mag became ad-free. Mag became ad-free.
What are we up against?What are we up against?What are we up against?What are we up against?
CosmopolitanCosmopolitan’s ’s “Fun Fearless “Fun Fearless Female”Female”
Looking at their Looking at their rates for rates for advertisements, advertisements, whose agenda is whose agenda is being served?being served?
CosmopolitanCosmopolitan’s ’s “Fun Fearless “Fun Fearless Female”Female”
Looking at their Looking at their rates for rates for advertisements, advertisements, whose agenda is whose agenda is being served?being served?
What are we up against?What are we up against?What are we up against?What are we up against?
Advertisers push images of the ‘ideal’ woman!
Gender Based Assumption: A woman is always a work in progress
Veblen’s theory of conspicuous consumption
Advertisers push images of the ‘ideal’ woman!
Gender Based Assumption: A woman is always a work in progress
Veblen’s theory of conspicuous consumption
What are we up against?What are we up against?What are we up against?What are we up against?
“...to thumb through the Cosmopolitan now on the racks is to visit a matrix of ‘content’ and advertising that incessantly inflames--and cashes in on-obsessions with seeking to measure up to media-driven images” (Solomon 2002).
“...to thumb through the Cosmopolitan now on the racks is to visit a matrix of ‘content’ and advertising that incessantly inflames--and cashes in on-obsessions with seeking to measure up to media-driven images” (Solomon 2002).
By contrast….By contrast….
MsMs. and . and BitchBitch do not do not look at their readers look at their readers
asasconsumersconsumers Few advertisements, Few advertisements,
Lots of dialogue, Lots of dialogue, Intellectual RespectIntellectual Respect
In the Pages -In the Pages -Advertisement Advertisement Criticism, Mobilization, Criticism, Mobilization, Advertisements for Advertisements for Each OtherEach Other
MsMs. and . and BitchBitch do not do not look at their readers look at their readers
asasconsumersconsumers Few advertisements, Few advertisements,
Lots of dialogue, Lots of dialogue, Intellectual RespectIntellectual Respect
In the Pages -In the Pages -Advertisement Advertisement Criticism, Mobilization, Criticism, Mobilization, Advertisements for Advertisements for Each OtherEach Other
Why does this all matter?Why does this all matter?Why does this all matter?Why does this all matter?
Progress does not come instantaneouslyProgress does not come instantaneously
Resistance is met with criticismResistance is met with criticism
Women of today have more freedoms because Women of today have more freedoms because activists in the pastactivists in the past
Therefore, it is important to maintain discourse Therefore, it is important to maintain discourse about today’s idealsabout today’s ideals
Progress does not come instantaneouslyProgress does not come instantaneously
Resistance is met with criticismResistance is met with criticism
Women of today have more freedoms because Women of today have more freedoms because activists in the pastactivists in the past
Therefore, it is important to maintain discourse Therefore, it is important to maintain discourse about today’s idealsabout today’s ideals