Stereotypes and Sexualization of Girls and Adolescent Girls in Chilean Advertising: A Case Study (original) (raw)
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Reviving Lolita: A media literacy examination of sexual portrayals of girls in fashion advertising
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In 2011 fashion magazine Vogue published an editorial featuring couture fashion modelled by a 10-year old girl. The pictures caused an international tidal wave of controversy opening a discussion over sexualisation of girl-children. In the last 10 years sexualisation of girl-children has become an increasingly popular topic in the media. Articles often propose a direct causal link between specific dress and the sexual and social fate of a girl-child. Fashion is often defined as ontologically dangerous; as emblematic of girl-children’s commercial and sexual victimisation, potentially damaging them physically, emotionally and intellectually, and putting their future as healthy adults in danger. In a contradictory way, this suggested visual 'Lolita effect', however, implies a sense of agency from the girl-child in actively seducing her viewer and therefore being, at least in part, responsible for 'sexualisation' and the response her dress triggers. Due to the ambiguous but always loaded use of the word 'sexualising', I would like to argue that sexualisation is not a concrete force that exists, but a concept that is put into place the moment someone declares a garment or image as sexualising. When so-called sexualised clothing is under constant scrutiny and criticism, girls may start to doubt and limit their sartorial self-expression and ultimately police their freedoms in general. This finally leads to society being able to keep girls in check with the power of their own control.
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Advertising Stereotypes and Gender Representation in Social Networking Sites
This article presents the results of a quantitative and qualitative analysis of adolescent self-presentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents self-presentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative self-representations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption. RESUMEN Este artículo presenta los resultados del análisis cuantitativo y cualitativo de las autopresentaciones que los y las ado-lescentes elaboran para Fotolog. Las imágenes que dichos adolescentes crean y comparten a través de la Red están centradas en el sí mismo, y el género y la sexualidad constituyen el eje principal de la representación. Los resultados obtenidos apuntan a que algunas de las categorías que estableció Goffman en su estudio sobre la hiperritualización de la feminidad en la publicidad están presentes en las autopresentaciones analizadas. Además, aparecen otras expresiones de género como la pose lésbica o la erotización de los cuerpos que ya han sido detectadas también en los análisis de la publicidad desarrollados por autoras como Gill. Si bien estas imágenes reproducen estereotipos de género y patrones patriarcales, hay que destacar la presencia de un repertorio variado y algunas creaciones origina-les, resultado de la negociación identitaria que, respecto al género y a la sexualidad, tiene lugar en estos espacios y otras prácticas mediáticas adolescentes. Para evitar una reproducción irreflexiva de patrones de género estereotipa-dos y contribuir a una negociación crítica de estas representaciones sería importante que la educación mediática tuviera en cuenta la manera en que las prácticas adolescentes en las redes sociales se están nutriendo de otros con-sumos mediáticos y cómo esto afecta a lo que los y las adolescentes expresan en las redes.
Comunicar, 2020
Many institutions, social and political groups are warning of the risks associated with the early sexualization of childhood. These agents appeal to the responsibility of the media to avoid creating content that may lead to childhood sexualization and that is easily accessible to all audiences. Responding to this demand and through a cross-cultural Spain-China approach, this work focuses on the analysis of the perception of girls’ sexualization in the fashion stylings disseminated by the media. A survey of 750 Communication and Advertising university students in Spain (N = 449) and in China (N = 301) was carried out. Five latent sexualization factors identified confirm that perceived sexualization in girls’ fashion styling is a multi-dimensional phenomenon that occurs from the combined use of multiple sexualizing attributes. The country of origin (Spain or China) has been associated with the perception of sexualization and the identified latent sexualizing factors. Finally, an explanatory and highly effective predictive model has been obtained for this type of childhood sexualization in terms of the factors and country of origin. Conclusions suggest that it is necessary to reinforce the training of communication professionals and minors to avoid creating images of sexualized girls through certain styling codes.