"The codes of gender:
identity and performance
Is she a man or a woman?
Androgyny is a reality that we deal within today’s society. People today try
and tell us these things are normal. In media today they push the idea that
these people are bullied and often attacked. In media they are against gender roles
and say that “it is nothing natural about gender roles.” – (https://www.kanopy.com/en/webster/video/216728)
Sex and gender are two different things yet intertwined. Sex is defined as
different biological characteristics at birth. Gender is the cultural definitions
given to the physical differences. Sex is categorized as male or female. Gender
says and defines the characteristics of the sex. For example, males are strong,
and competitive. While females are empathetic, and emotional. We learn how to identify through the culture
around us. It’s based on the social norm which causes you to identify with the
gender category given through culture. John Wayne and Marilyn Monroe are two
American actors both portrayed on opposite spectrums. John being a gun slinging
cowboy who is tough and very masculine. Marilyn who is dainty and carefree
being a symbol of femininity. These actors were created to push this agenda in
America displaying the roles of each gender and how they should act.
Commercial advertising is one way media pushes these roles for people to identify as masculine or feminine that you must be one or the other. If you’re a man who wants women to be all over them where Calvin Klein. Note the advertisement below.
This is called commercial realism, presenting the world with ideas
that could be real. In the world where people are constantly engaged in relationships
or marriages advertisers use code and language to have the viewer identify as
being lonely or alone. Have you ever heard the term sex sells?
If you are single or alone this next advertisement may spark an
idea or the want to find out more information.
These advertisements are created to hopefully make people in
society to view themselves in a new light. Maybe if I join then I won’t be single.
The thought behind it makes an individual then what to find out more
information. In advertisement they often push gender roles. A man being strong
and controlling. While women are being sexual and caressing. Female and male hands are portrayed differently
in media. Female hands in media are often not shown as assertive or
controlling. In this example the advertisement
sexualizes the woman’s caress. While on the other hand the man hand is strong,
and dominating. Very assertive with whatever the male hand is advertising.
Part 2
In my part 2 I will be discussing ROK (The Republic of Korea) market
advertisement and why it is so attractive. The Republic of Korea (ROK) is an attractive investment
destination for foreign investors due to its political stability,
public safety, world-class logistics and information and communications
technology (ICT) infrastructure, highly educated and skilled workforce, and
dynamic private sector. - (https://www.google.com/search?q=korean+advertisement&rlz)
Korean advertisement most of the
time aims to educate its viewers, it does not overly sexualize their women. The
have a huge obsession with celebrities. It is almost opposite to American advertisement.
For example, you have a woman sponsoring a shaving company and a man sponsoring
tea and even holding the items in a so-called feminine way based off American
standards.
Celebrities seem to endorse
products not normally associated with their sex. Even to the point a man
advertising a bra. In Korea gender bending is a normal thing. Men aren’t overly
masculine or aggressive. It is not shamed or unnormal to see men being feminine.
Men in Korea are often referred to
as beautiful or pretty faced. It’s normal to see a woman carrying an umbrella
and a man walking next to her being shielded from the rain. The power dynamic isn’t
the worst thing in the world. In Korea you would see more female CEO’s and
women in positions of power. Except in the military where men must serve for 2
years in the ROK Army and serve 2 years as a police officer. This dynamic gives
the people a since of pride in country. Korean crime is almost nonexistent.
In Korea I believe they do not embrace
Foucault’s concept of power. That power is wielded by people or groups by way
of 'episodic' or 'sovereign' acts of domination or coercion, seeing it instead
as dispersed and pervasive. 'Power is everywhere' and 'comes from everywhere'
so in this sense is neither an agency nor a structure. The power dynamic in
Korea is very dispersed. Woman have been heads of state and have been in many positions
of power.
In the last 50 years the ratio for women in male leaders have been 104 out of 190. Which is higher than America and most countries by a long shot. I believe Korea has more equality for both genders than most countries.
Super interesting concept! I liked reading about your examples of how Korea differs culturally from the US in the way they've been advertising products over the past several decades. I also totally agree with your depiction of John Wayne as the rough and tough masculine figure and Marilyn Monroe as the "dainty and carefree" symbol of femininity.
ReplyDeleteI don't exactly agree with your allusion to Foucault's concept of power - I think the concept of normalizing power is prevalent in all cultures - especially in Korean culture because, as you describe it: gender bending is a normal thing in that culture. This wouldn't be such a normal thing if it wasn't incorporated into the culture and shown as being acceptable on TV/commercials/advertisements/media etc.