Hipersexualizacion mediatica da feminidade: as novas trampas do patriarcado neoliberal

• Autores: María Lameiras Fernández, María Victoria Carrera Fernández, Yolanda Rodríguez Castro
• Localización: Revista Internacional de Comunicación y Desarrollo (RICD), ISSN-e 2386-3730, Vol. 1, Nº. 2, 2015 (Ejemplar dedicado a: Revista Internacional de Comunicación y Desarrollo), págs. 111-119
• Idioma: gallego
• DOI: 10.15304/ricd.1.2.2655
• Títulos paralelos:
  • Media hypersexualization of feminity: the traps of neoliberal patriarchy
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • galego

    A cultura da "imaxe" define a postmodernidade e o corpo convértese na súa icona máis singular. Un corpo convertido en obxecto de "consumo" e centro neurálxico da comunicación mediática. A través do percorrido diacrónico das imaxes proxectadas na publicidade podemos explorar os "usos" e "abusos" que se teñen inscrito sobre os corpos sexuados, e confirmar así a crecente obxectivización na que están a encallar estas mensaxes, nas que quedan atrapados cada vez en maior medida os corpos dos homes. Unha obxetivización que contrariamente ao que sería esperable non só non se detén nas últimas décadas senón que está a se expandir, até consumar unha realidade sexualizada que se subliña de forma significativa sobre os corpos das mulleres. Álzase así unha realidade hipersexualizada que está a prescribir hoxe en día a feminidade "máis" moderna, que sen desprenderse da imaxe de fraxilidade e dependencia que colonizou a imaxe das mulleres desde a conceptualización máis tradicional, incorpora unha feminidade saturada pola súa dimensión sexual. Explorar as oportunidades ou limitacións que esta hipersexualización ten para as mulleres enfróntanos a un necesario debate ao redor das propostas postfeministas sobre a "elección" como exercicio da autonomía individual.

  • English

    Postmodernism defines the culture of “image” and the body becomes the most singular icon. The body become the object of “consumption” and epicenter of communication in the media. A historical analyisis of images projected in advertising let us explore the “uses” and “abuses” that have enrolled over sexual bodies, and thus confirm the increasing objectification, too for men. An objectification that contrary to what would be expected not only not stopped in recent decades, in fact it is expanding, more remarkably for women’s bodies. Hypersexualized reality today is prescribing the “more” modern femininity, without leaving image of fragility and dependence, which has colonized the image of women from the more traditional perspective, incorporates a idea about femininity saturated of its sexual dimension.

    Explore the opportunities and limitations that this hypersexualization has for women confronts us with a necessary debate on the postfeminist proposals about the “choice” as an exercise of individual autonomy

• Referencias bibliográficas
  • American Psychological Association (2007). Task Force on the Sexualization of Girls. Washington, DC: Author. Recuperado de www.apa.org/pi/women/...
  • Brown-Bowers, Amy, Gurevich, Maria, Vasilovsky, Alexander T., Cosma, Stephanie, e Matti, Sarde. (2015). Managed Not Missing: Young Women’s...
  • Attwood, Feona (2009). Mainstreaming Sex: The Sexualization of Western Culture. London: I.B. Tauris.
  • Baker, Christina N. (2005). Images of Women’s Sexuality in Advertisements: A Content Analysis of Blackand White-Oriented Women’s and Men’s...
  • Bem, Sandra (1974). The measurement of psychology androgyny. Journal of Consulting and Clinical Psychology, 42, 155-162. DOI: 10.1037/h0036215
  • Berger, John (1972). Ways of seeing. London: British Broadcasting Corporation and Hammondsport, U.K.: Penguin.
  • Bordo, Susan (1999). The male body: A new look at men in private. New York: Farrar, Straus, and Giroux.
  • Burgeon, Shelley (2015). Individualized feminity and feminist politics of choice. European Journal of Women’s Studies, 1-16. DOI: 10.1177/1350506815576602
  • Brandt, Jessyca (2013). Sexually suggestive songs and singers: music media and its effects on the sexualization of women (Thesis). University...
  • Calogero, Rachel M. e Tylka, Tracy L. (2010). Fiction, Fashion, and Function: An Introduction to the Special Issue on Gendered Body Image,...
  • Courtney, Alice E., & Lockeretz, Sarah W. (1971). A woman’s place: An analysis of the roles portrayed by women in magazine advertisements....
  • Eisend, Martin (2010). A meta-analysis of gender roles in advertising. J. of the Acad. Mark. Sci., 38, 418-440.
  • Fallon, Elizabeth.A., Harris, Brandonn S., e Johnson, Paige (2014). Prevalence of body dissatisfaction among a United Stated adults sample....
  • Ferguson, James (2009). The uses of neoliberalism. Antipode, 41(1), 166–184.
  • Ferguson, Michaele L. (2010). Choice feminism and the fear of politics. Perspectives on Politics 8(1), 247-253.
  • Fiske, Susan T., Cuddy, Amy J. e Glick Peter (2007). Universal dimensions of social cognition: warmth and competence. Trends in Cognitive...
  • Foucault, Michel (1994). Technologies of self P. Rabinow, N. Rose (Eds.), The essential Foucault (pp. 145-169). The New Press, New York.
  • Franzoi, Stephen (1995). The bodyas-object versus the body-as-process: Gender differences and gender considerations. Sex Roles, 33,417-437.
  • Fraser, Nancy (2009). Feminism, capitalism and the cunning of history. New Left Review, 56, 97-117.
  • Fredrickson, Barbara L., e Roberts, Tomi-Ann (1997). Objectification theory: Toward understanding women’s lived experience and mental health...
  • Gill, Rosalind (2008). Empowerment/sexism: Figuring female sexual agency in contemporary advertising. Feminism and Psychology, 18, 35-60.
  • Goffman, Erving (1979). Gender advertisements. New York: Harper and Row.
  • Gonick, Marnina (2006). Between “Girl Power” and “Reviving Ophelia”. Constituting the Neoliberal Girl Subject. NWSA, 18(2) 1-23.
  • Hakin, Catherine (2011). Capital Erótico. European Sociological Review, 26(5), 499–518.
  • Hatton, Erin, e Trautner Mary N. (2011). Equal opportunity objectification? The sexualisation of men and women on the cover of Rolling Stone....
  • Hesse-Biber, Sharlene, Leavy, Patricia, Quinn, Courtney E., e Zoino, Julia. (2006). The mass marketing of disordered eating and Eating Disorders:...
  • Hirshman, Linda R. (2006). Get To Work: A Manifesto for Women of the World. New York: Viking.
  • Kang, Mee-Eun (1997). The portrayal of women’s images in magazine advertisements: Goffman’s gender analysis revisited. Sex Roles,37, 979-997.
  • Klassen, Michael L., Jasper, Cynthia M. e Schwartz, Anne M. (1993). Men and Women: Images of Their Relationships in Magazine Advertisements....
  • Krassas, Nicole R. Blauwkamp, Joan M., e Wesselink, Peggy (2003). “Master your Johnson”: Sexual Rhetoric in Maxim and Stuff Magazines. Sexuality...
  • Krassas, NicoleR., Blauwkamp, Joan M., e Wesselink, Peggy (2001). Boxing Helena and Corseting Eunice: Sexual Rhetoric in Cosmopolitan and...
  • Laqueur, Thomas W. (1994). La construcción del sexo . Sexo y género desde los griegos hasta Freud. Madrid: Cátedra.
  • Lazar, Michelle M. (2006). Discover the power of femininity!”. Analyzing global “power femininity” in local advertising. Feminist Media Studies,...
  • Levinton, Nora (1999). El superyo femenino. Apertures Psicoanalíticas, 1, 1-17.
  • Lindner, Katharina (2004). Images of women in general interest and fashion magazine advertisements from 1955 to 2002. Sex Roles, 51, 409–421.
  • Lipovetsky, Gilles,. e Charles, Sebastien (Eds) (2006). Los tiempos hipermodernos. Barcelona: Anagrama.
  • MacDonald, Myra (1995). Representing women: Myths of femininity in the popular media. London: Edward Arnold.
  • MacKinnon, Catherine A. (1989). Sexuality, Pornography, and Method: “Pleasure under Patriarchy” Ethics, 99 (2), 314-346.
  • Mager, John, e Helgeson, James G. (2011). Fifty Years of Advertising Images: Some Changing Perspectives on Role Portrayals Along with Enduring...
  • Pope, Harrison, Phillips, Katharine A, e Olivardia, Roberto (2000). The Adonis complex: the secret crisis of male body obsession. New York:...
  • Reicher, Tom e Carpenter, Courtney (2004). An Update on Sex in Magazine Advertising. 1983 to 2003. Journalism & Mass Communication Quarterly,...
  • Rottenberg, Catherine (2014). The rise of neoliberal feminism. Cultural Studies 28(3): 418–437.
  • Rousseau , Jean-Jacques (1973). Emilio , o de la Educación. Barcelona: Fontanella (orixinal 1762).
  • Rudman, William J., e Verdi, Patty. (1993). Exploitation: Comparing sexual and violent imagery of females and males in advertising. Women...
  • Shields, Stephanie A. (2008). Gender: An Intersectionality Perspective. Sex Roles, 59, 301-311.
  • Solvi, Anette S., Foss, Kaja, von Soest, Tilmann, Roald, Helge R., Sholleborg, Knut C., e Holte, Arne (2010). Moti- vational factors and psychological...
  • Soley, LawrencenC. e Kurzbard, Gary (1986). Sex in Advertising: A Comparison of 1964 and 1984 Magazine Advertisements. Journal of Advertising,...
  • Spence, Janet T., Helmreich, Robert L, e Stapp, Joy. (1974). The Personal Atributes Questionnaire: A measure of sex-rol stereotypes and masculinityfeminity....
  • Tolman, Deborah L. (2012). Female Adolescents, Sexual Empowerment and Desire: A Missing Discourse of Gender Inequity. Sex Roles, 66, 746–757.
  • Thompson, Laura, e Donaghue, Ngaire (2014). The confidence trick: Competing constructions of confidence and self-esteem in young Australian...
  • Watson, Laurel B., Marszalek, JacobM., Dispenza, Franco, e Davids, Chrstopher M. (2015). Understanding the Relationships Among White and African...
  • Winship, Janice (1987). Handling sex. En Rosemary Betterton (Ed.), Looking on: Images of femininity in the visual arts and media (pp. 25-41)....