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Alternative Feminist Alternative Feminist Media Media Julie Wagoner Julie Wagoner Alyssa Detert Alyssa Detert Jacqueline Doyle Jacqueline Doyle

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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 Presentation

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Page 1: Alternative Feminist Media

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

Page 2: Alternative Feminist Media

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??

Page 3: Alternative Feminist Media

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

Page 4: Alternative Feminist Media

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

Page 5: Alternative Feminist Media

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

Page 6: Alternative Feminist Media

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

Page 7: Alternative Feminist Media

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”

Page 8: Alternative Feminist Media

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.

Page 9: Alternative Feminist Media

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

Page 10: Alternative Feminist Media

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.

Page 11: Alternative Feminist Media

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.

Page 12: Alternative Feminist Media

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

Page 13: Alternative Feminist Media

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.

Page 14: Alternative Feminist Media

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.

Page 15: Alternative Feminist Media

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.

Page 16: Alternative Feminist Media

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.

Page 17: Alternative Feminist Media

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

Page 18: Alternative Feminist Media

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.

Page 19: Alternative Feminist Media

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?

Page 20: Alternative Feminist Media

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

Page 21: Alternative Feminist Media

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).

Page 22: Alternative Feminist Media

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

Page 23: Alternative Feminist Media

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