Chapter
11. Chapter 11
Media Literacy Activity: Gender Stereotypes in Television Ads
Media Literacy Activity, 11th Edition:
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You must read each slide, and complete any questions on the slide, in
sequence.
Media Literacy Activity:
Gender Stereotypes in Television Ads
Activity Objective: In this activity, you will apply the critical process to evaluate
visible gender stereotyping in advertising.
Let’s get started! Click the forward and backward arrows to navigate through the slides.
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Reviewing the Critical Process
Developing a media-literate critical perspective involves mastering five overlapping stages
that build on one another. Let’s review the critical process you’ll be using below:
Description: paying close attention, taking notes, and researching the
subject under study
Analysis: discovering and focusing on significant patterns that emerge
from the description stage
Interpretation: asking and answering “What does that mean?” and “So what?”
questions about one’s findings
Evaluation: arriving at a judgment about whether something is good, bad,
or mediocre, which involves subordinating one’s personal taste to the critical “bigger picture” resulting
from the first three stages
Engagement: taking some action that connects our critical perspective with
our role as citizens to question our media institutions, adding our own voice to the process of shaping the
cultural environment
Description
To get started, video record all the commercials during one night of prime-time television on a chosen
channel.
Use the space below to answer the following question.
Question
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_feedback: Your response has been accepted and will be graded by your instructor.
Analysis
Building upon your observations, use the following questions to find patterns in visible
gender stereotyping in advertising.
Use the space below to answer the following questions.
Question
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_feedback: Your response has been accepted and will be graded by your instructor.
Interpretation
Now, let’s explore the meaning of the patterns you found.
Use the space below to answer the following questions.
Question
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_feedback: Your response has been accepted and will be graded by your instructor.
Evaluation
Next, we’ll examine what your view is as you assess gender portrayals in advertising.
Use the space below to answer the following questions.
Question
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_feedback: Your response has been accepted and will be graded by your instructor.
Engagement
Let’s take action! Think about ways that you could register your own opinion to corporations that peddle gender stereotypes and the viewers who see these stereotypes while watching TV. Here are some suggestions:
- Check out the Gender Ads Project, a growing collection of more than 3,800 advertisements (mostly from
magazines) categorized into various topical areas in advertising (e.g., The Gaze, Social Class, Dolls, Males as
Hero). Visit the site (http://www.genderads.com), and offer your own commentary on issues related to gender and
advertising.
- Make a point of being aware of gender stereotypes when you watch television, and point them out to people with
whom you watch.
Use the space below to answer the following question.
Question
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_feedback: Your response has been accepted and will be graded by your instructor.