Gender representation in the media has always influenced and at the same time reflected the role and social expectations of men and women. These, on the basis of the sex of belonging attributed to them at the time of conception, are assigned to a very specific category that, during their life, teaches them how to be male or female. This is how stereotypes, externality and gender behaviours are born and, despite being often interpreted as natural and biological differences between the two sexes, in reality they are part of a gender culture that over the years is continuously nourished and confirmed. With the early media, these differences were exposed and emphasized as never before, gaining ever greater influence. In the following report, it will be shown in a particular way how the advertising medium has used and exploited these representations through techniques and methodologies carefully studied but, apparently imperceptible. The American sociologist Goffman, will be one of the first to denounce such modalities, stripping them of their apparent innocence and naturalness and, emphasizing their deepest and hidden meanings. Gender then becomes a filter between the research of the perfect product; males and females become real targets of consumers, carriers of images and ideal attitudes; their desires become nourishment of a large market that acts in favour of a divided society, in which the different needs of men and women need a clear and clear definition to be understood and, consequently, satisfied.
La rappresentazione di genere nei media ha da sempre influenzato e, allo stesso tempo, rispecchiato il ruolo e le aspettative sociali di uomini e donne. Questi, sulla base del sesso di appartenenza attribuitogli al momento del concepimento, sono assegnati ad una categoria ben precisa che, nel corso della loro vita, gli insegna come essere maschi o femmine. Nascono così gli stereotipi, l’esteriorità e i comportamenti di genere che, nonostante vengano spesso interpretati come naturali e biologiche differenze tra i due sessi, nella realtà dei fatti sono parte di una gender culture che negli anni viene nutrita e riconfermata continuamente. Con la comparsa dei primi media, queste differenze vennero esposte e sottolineate come mai prima, acquisendo un potere d’influenza sempre maggiore. Nel seguente elaborato, verrà mostrato in modo particolare come il mezzo pubblicitario abbia utilizzato e sfruttato tali rappresentazioni tramite tecniche e metodologie accuratamente studiate ma, apparentemente impercepibili. Il sociologo americano Goffman, sarà uno dei primi a denunciare tali modalità, denudandole della loro apparente innocenza e naturalezza e, sottolineandone i significati più profondi e nascosti. Il genere diventa quindi un filtro tra le ricerche del prodotto perfetto; maschi e femmine diventano veri e propri target di consumatori, portatori di immagini e atteggiamenti ideali; i loro desideri diventano nutrimento di un mercato ampio che agisce a favore di una società divisa, in cui i diversi bisogni di uomini e donne necessitano di una netta e chiara definizione per essere compresi e, di conseguenza, soddisfatti.
Rappresentare il genere nella pubblicità: un approccio goffmaniano
DELLOMONACO, SOFIA
2022/2023
Abstract
Gender representation in the media has always influenced and at the same time reflected the role and social expectations of men and women. These, on the basis of the sex of belonging attributed to them at the time of conception, are assigned to a very specific category that, during their life, teaches them how to be male or female. This is how stereotypes, externality and gender behaviours are born and, despite being often interpreted as natural and biological differences between the two sexes, in reality they are part of a gender culture that over the years is continuously nourished and confirmed. With the early media, these differences were exposed and emphasized as never before, gaining ever greater influence. In the following report, it will be shown in a particular way how the advertising medium has used and exploited these representations through techniques and methodologies carefully studied but, apparently imperceptible. The American sociologist Goffman, will be one of the first to denounce such modalities, stripping them of their apparent innocence and naturalness and, emphasizing their deepest and hidden meanings. Gender then becomes a filter between the research of the perfect product; males and females become real targets of consumers, carriers of images and ideal attitudes; their desires become nourishment of a large market that acts in favour of a divided society, in which the different needs of men and women need a clear and clear definition to be understood and, consequently, satisfied.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/54398