Chapter 54: Marketing "Reality" to the World

For those, reality TV and game show-esque fans, Survivor has been a well known show for years. Since its release on CBS in 2000, the show has had up to 29 million viewers in a season. The show revolves around a particular number of contestants on in various remote locations in Africa, South America, North America, Australia and Asia. The isolated contestants must learn to live on their own and survive in these locations. They have to find their own food, water and shelter while participating in competitions throughout the show. The competitions help them obtain immunities or a form of competitive advantage. At the end of the show, contestants can be voted off the island or continue onto the next episode. This becomes interesting as viewers watch contestants form alliances with each other and strategize on how to win. In 2015, the show has become a global franchise with its own renowned brand. Chapter 54 further explains the shows road to success through marketing and strategic initiatives.

In Marketing "Reality" to the World,  Chris Jordan explains how shows like Survivor are marketed to the public to maximize viewers and profits. Jordan discusses the idea of post-Fordism which promotes globally promoting products and brands nationally and internationally. Jordan also explains the main goals of reality shows which is to attract a proper audience and advertisers. Survivor attracts teens and young adults which is a large audience that many advertisers want to influence. Globalization also plays an important role in the success of reality shows. Licensing the show to countries abroad increases viewers abroad. Reality shows create a brand for themselves to acquire loyal fans. Similar to fashion logos like Gucci and Nike, the Survivor logo and phrases are very well known. Because of the brand success, Survivor maintains committed advertisers. This business strategy is used by a variety of other reality tv shows including The Bac helor, America's Next Top Model, The Real World and many others. 

Boys, Girls and Toys- Oh My!

Many toy stores and department stores have gender specific aisles stocked with dolls, games, learning toys, building blocks and other fun products created for children. Additionally, the websites for these stores like ToysRUs have gender related filters for "Girls' Toys" and "Boy Toys". After using these filters and comparing the results, there is a clear distinction between the products, packaging, and marketing for girls and boys. The pictures included in this blog are screen shots directly from the ToysRUs webpage after refining the toy search by gender. The "Boys' Toys" page above is predominately blue and green, with deals on action figures and outdoor items including an Avengers themed scooter. The site also has featured categories including video games, bikes, and building sets that the company believes would attract young boys. The "Girls' Toys" page includes a bright pink heading with Barbie and Hello Kitty dolls, along with deals on My Little Pony toys. The featured categories for the girls' toys include dolls, crafts, and pretend play. These two pages give a strong idea of the main relationships between toys and gender. 

In general, girls toys tend to revolve around feminine stereotypes including nurturing, motherly, domesticated, etc. Boys' toys align with masculine stereotypes including aggressive, athletic, energetic and logical. Because of gendered toys, these stereotypes are introduced to children at a very young age. As girls and boys begin identifying themselves by gender, they are subject to choosing what time of activities they partake in. A simple trip to a toy store leads them to believe that if a child is a female, she should shop in the girls aisle. 

Some department stores are reacting to this issue in a positive manner. For example, Target announced that they will be removing gender specific aisles from stores. In August of 2015 the company stated they would remove the gender labels for toy departments and other child related departments including bedding and entertainment. They also plan on eliminating the pink and blue decor that emphasizes the gender specified aisles. These are important steps that many toy and department stores should take because it prevents children from being exposed to the gender stereotypes. Children should have their own right to choose what they want to play with without any external pressures. 

Gender and the Military

The US Armed Forces are the military forces for America that consist of five branches including the Army, Air Force, Navy, Coast Guard, and Marine Corps. Although I have friends and relatives in different branches of the military, I have never thoroughly discussed the social dynamics and gender roles in the military with them. Those who I have briefly talked to about it only stated that it was a highly male atmosphere with a lot of testosterone. This description is what most people would think of when referring to the military because certain branches are predominantly male. 

After reading "Sexuality, Gender, and the US Military" by Melissa Trible, I have a better understanding of the different perspectives on gender roles and sexuality within the armed forces. Most of the information in the article is outdated because it was written in 2008 and the "don't ask don't tell policy" applicable to homosexuals in the military is no longer applicable. However, the information regarding gender in the military is still relevant today. Trible takes into account the differences in physical and emotional aspects between men and women. She makes a point to say that these are only averages, not absolutes. Therefore, female and male build and emotions may differ, but this does not mean that all women are not suited for combat. She also presents the solution of female-only combat units so that their training and unit can be tailored for females. This idea would solve some solutions, but males and females fighting for the same thing should be able to work together with the right system. 

Another interesting topic is how female and male soldiers are portrayed in pop culture. There are many movies that include or revolve around armed forces. Some examples of movies include Saving Private Ryan, American Sniper, The Hurt Locker, and many others. These movies have predominantly male characters and the male soldiers are always presented as brave, determined, and strong individuals. Females are also portrayed as these characteristics, but they are also presented with more masculine features. They are regarded as tough and show less emotion that a typical female, and not typically presented as a higher up officer. 

Popular culture also presents soldiers and their husbands and wives in a particular way. For example, Army Wives is a show about four army wives and one army husband. The show includes accounts of abuse, PTSD, cheating, homophobia, financial issues, and other issues associated with their marriages. It captures the life of these families with a dramatic spin on it. 

Sound & Fury: Fred Phelps and Life Inside Westboro

Every church has its own set of beliefs on countless topics including ethics and morality, religion, sexuality, and other controversial issues. Westboro Baptist Church is an infamous Baptist church lead by Fred Phelps in Topeka, Kansas. The church is classified as a hate group due to its hate speeches against the government, military, gay community, and many other groups. The church was formed in 1931 as a branch of another Baptist church in Topeka, East Side. In 1954 Phelps was hired as an associate pastor for East Side and became the pastor of Wesbtboro a year later. Phelps disaffiliated Westboro with East Side, making the church an unaffiliated Baptist church in Topeka. An article by Mark David Bradshaw, Sound & Fury: Fred Phelps and Life Inside Westboro, gives readers an inside look at the family life and story of Fred Phelps. The recounts of his life and family are heavily related to the speeches and protests at this church.

At the age of 24, Phelps moved to Topeka with his wife in 1954 and raised 13 children while leading Westboro. He forbade them from joining any extracurricular activities or celebrating holidays like Christmas. Additionally, he made his children run excessively and sell candy as a form of income. He abused them as punishment for not following his strict rules. Phelps forbade his children to date and when he found out his son Freddy was seeing a girl he targeted her and called her names like "whore" until she commit suicide.

Phelps was also a lawyer and created a lawfirm that was responsible for most of Westboro's legal activity. He abused this firm and his license when suing people for anything he did not agree with. He sued the school his children attended when the contacted police to investigate potential child abuse in the Phelps' home. In 1979 he was disbarred from practicing law due to this activity.

When analyzing Phelps' story, readers should analyze his actions and how they affected the church he led. His leadership as a patriarch of a family can be compared to his leadership of a congregation as a pastor. He was never open to new ideas and would not let his family explore anything that was not a part of his plan. This form of tyranny can brainwash the followers of the church which leads to the protests and hate speeches. People of Topeka and surrounding areas should be aware of these things before joining such a radical organization or hate group.

Chapter 39: The Pornography of Everyday Life

Pornography is known for its degradation and sexualization of women. The many forms of pornography can be associated with gender, violence, rape and objectification. In Chapter 39 of the textbook, Jane Caputi explains the negative effects associated with porn that we encounter in our everyday lives. In Pornography of Everyday Life, gender issues, violence, rape, and objectification are not just in the videos or photos of kinky or rough sex. People are exposed to these things from advertisements, language or slang, movies, and television shows. 

The first thing Caputi discusses is gender porn. Gender porn emphasizes masculine hostility and feminine submissiveness. This can be witnessed in male dominate porn where women are completely controlled by the male counterpart. However, in everyday life, this is portrayed in advertisements. Looking through a magazine, there are countless ads for fashion, fragrances, and other products that include men and women in a sexual position. The women are typically inferior to the men in these images. An example of this is Calvin Klein ads, like the one mentioned in a previous blog post with Justin Bieber. People do not question the gender issue in these ads because they are used to seeing them all over. 

Another issue Caputi discusses is violence porn. Violence porn usually includes extreme acts of dominance causing harm to another person. She uses the modern day slang as an example for violence in everyday life. The terms used to talk about sex all have a violent connotation including banging, nailing, and fucking. People do not question the use of these terms to talk about sex because they are used so frequently in casual conversation. 

Caputi creates an interesting comparison between actual pornography and everyday ads and language. The article gives readers the impression that the effects of using a particular word or publishing a certain ad have harmful effects equivalent to that of porn. These things can only be avoided if people raise awareness for the issues. Being cognizant of the pornography of the everyday life can help people avoid the negative messages it sends.   

Intelligence vs. Icon

Part of becoming a celebrity is creating a name, brand, and public persona for yourself. One of the biggest problems in Hollywood is that celebrities are not portrayed as their true selves. Celebrities are typically guided to act, look, and react particular ways to enhance their public image and maintain a strong fanbase. For example Marilyn Monroe was depicted as a dumb blonde and sex icon throughout her life. Fans saw her as a symbol of beauty, sexuality, and lack of intellect. However, is this who the true Marilyn Monroe was? An article written by Neil Norman, Not Just a Dumb Blonde describes Marilyn Monroe's intellectual side that was rarely demonstrated in the media.

When you think of Marilyn Monroe, the first things that probably come to mind are her famous provocative black and white photos wearing a white dress blowing up in the air. Although she is typically remembered for looks and sexualized photos, Norman highlights her other impressive characteristics including a willingness to improve her intelligence and search for knowledge. Monroe associated herself with many notable intellects including Soul Bellow and Truman Cope. Additionally, she had a surprisingly high IQ score for what the media made her out to be. 

Although at the time it was more powerful to be sexual and beautiful than intelligent, I believe that times are changing in a positive manner. Various female celebrities including singers, actresses, and comedians show their smarts and still have a strong fanbase. Natalie Portman for example is in various famous movies including Black Swan and Thor, she is well known for her movies but she also has a degree from Harvard and does not compromise her smarts for fame. Women should look to Portman as an inspiration because she does not hide her educational background and remains successful.

What effects would arise if the first thing that came to mind when thinking of Marilyn Monroe was her impressive IQ? There are many positive effects of celebrities showing their intellectual side to the public through interviews and the media. Young fans tend to look up to celebrities as inspirations. Therefore, if they see icons like Marilyn Monroe gaining popularity acting dumb, they will most likely assume that is the way to act to make friends or impress their peers. However, if celebrities take pride in their education or working hard in school, it will have a positive effect on their fans. Additionally, it directly combats the objectification that women suffer from everyday. 

Time Magazine Article Summary

The fashion industry produces exaggerated photographs in ads to catch the reader's attention while promoting the brand at the same time. Fashion photographers are considered artists, creating spreads for high end designers and creating a story in their ads. Like fashion companies, photographers also want their work noticed by many. They create memorable pieces by thinking outside the box and pushing the limit. However, are they taking their art too far?

TIME magazine published an article discussing a controversial "fashion" photography spread. The photographer, Raj Shetye, published an image spread called The Wrong Turn which consists of a women on a bus being groped by men. It is in reference to a gang rape act in India from 2012 where a 23-year old victim was raped by six men on a bus. The models in the shoot are dressed in high end attire including a ball gown, dress pants, and button downs. The published images created major controversy because of the severity of the crime that the photographer portrays as high fashion.

The victim of the 2012 incident, Nirbhaya's parents spoke out against Shetye stating that, "He has tried to hurt the sentiments of parents and has mocked a girl's struggle. He has no right to play with anyone's sentiments" This statement highlights the negative effects of fashion photography when the spreads incorporate violence, especially against women. Ads and other published images like those of Shetye support rape culture by using it as a means of gaining attention. Just like ads of women objectify and degrade them, ads with domestic violence send similar messages. Additionally, they are insensitive to those who have suffered from these violent acts. Photographers should be cognizant of this and use their artistic abilities to promote change. It would have been more effective and less controversial if the images had a saying or disclaimer raising awareness for the issue, rather than glamorizing it.

Gendered Slang/Language

Gendered language is defined as language reflecting the experience, prejudices, or orientations of one sex more than another. The relationship of gender and language is surprisingly very close especially due to modern day slang, which typically emasculates males and degrades females. We have been exposed to this language at such a young age that we do not question people that use gendered phrases. Similar to the idea that pink is for girls and blue is for boys, particular words and phrases are associated with being male or female. There are many gendered phrases that have a negative affect on society, however people are beginning to highlight this issue. For example, Always brand has created a #LikeAGirl campaign that empowers females and speaks out against that phrase. Another example is a youtube video created about the phrase "be a man." These two phrases are frequently used by people of all ages, but the message it sends out hurts our views on gender.

"You play like a girl" can be heard at recess, on the playground, during sports games, and many other environments. At first, the phrase sounds like a typical harmless insult, but what is the true meaning behind the phrase? Are girls not skilled enough to play a game as well as their male peers? Do girls lack the competency or strength to excel in a sport or other activity? This phrase degrades girls making them sound weak and incapable of the things boys can do "effortlessly." Always, a popular brand in the feminine product industry, has created a campaign that highlights this phrase and the affects it has on gender. The following youtube video, created by Always, asks people of different ages what the term "Like a Girl" means to them. The answers say it all: Always #LikeAGirl.

A similar phrase, "be a man" is used by peers, coworkers, siblings, etc. when convincing them to do something. The term emasculates men, creating a stereotype that males should be tough, brave, courageous, and adventurous. Also, if someone does not "man up" they are called girls or pussies. This shows that people who show vulnerability or fear are associated with women, or worse, female body parts. There is a youtube video similar to the Always one where males from 5 to 50 years old are asked what it means to "be a man" and their responses vary by age. It is interesting to see how even young boys the age of 5 already understand the gendered association. This video can be viewed here: One Word: Be a Man

Girl Rising Comparison

The education system is a fundamental part of society and varies all over the world, especially for women, who are treated differently in every country. Women receive different opportunities regarding education depending on their community, culture and class. Girl Rising is a 2013 film directed by Richard E. Robbins that highlights the stories of 9 girls living in developing countries around the world. Each girl battles numerous obstacles to fulfill her dreams of obtaining an education, an invaluable ticket to succeeding in her respective country. The film is inspirational and encourages viewers to put their life and opportunities into perspective. Living in a country with countless opportunities to learn and succeed, American education can easily be taken for granted. Comparing the stories and experiences of two women, Suma and Ruksana, with women in America, the opportunities and situations are significantly divergent but many lessons can be learned from it. 

Suma is a young girl growing up in Nepal, who was a bonded laborer or "kamlari" since the age of six years old. Her family was poor and in need of money, so Suma was sent out to work in the homes of various masters while her brothers went to school. In each home, she was overworked from early in the morning to late at night, cleaning the dishes, doing laundry, and even working in the fields. She was mistreated by her masters and their families but looked to music as her escape. One day she was introduced to education from a social worker who conducted a night class for young bonded laborers. The social workers asked Suma and other kamlari about their duties and experiences and began fighting against this form of slavery. Suma was liberated from her duties but still pursues her passion for the art of music. Suma's story exemplifies the traditional views many people in developing worlds have of women not being worthy enough for an education. Women are kept from learning and forced into labor jobs as soon as they can walk. However, Suma proves that women are more powerful with an education. 

Ruksana is an 11 year old girl living in India, who like Suma, has a passion for art. However, her situation is much different from Suma's, because Ruksana lives in a family that supports her education. Her father works countless hours to send Ruksana and her siblings to school, to have a better future. Ruksana gets in trouble at school for using her notebook to draw rather than take notes. Instead of reprimanding her, her father takes her to get art supplies. Although the family is living on the streets, the father supports her passions, something rare in developing countries. Ruksana's safety is constantly at risk which is a constant battle everyday. However, she uses her art as a benefit, selling it on the streets of India. 

Suma and Ruksana's stories are inspirational and represent girls all over the world, struggling to succeed due to everyday obstacles hindering their abilities to become educated and rise in their communities. However, their positivity and passion is admirable and a lesson that everyone can learn from. In America, a majority of the country, both boys and girls, have the opportunity of education. Additionally, the equality between girls and boys is must stronger in our country than those of Suma and Ruksana. The education in our country helps foster dreams for many. We tend to take it for granted, where going to school and doing homework is a chore. Looking at Suma and Ruksana's strive for this so called "chore" puts education into perspective. Without education, we cannot succeed or fulfill our dreams.