Codes that allow children to have a clear gender identity by around 5. Helps them to develop an idea of appropriate behaviour for their gender.
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Name Statham's gender codes.
Colour, appearence, toy, play and control.
2 of 20
Define colour codes/appearence codes.
CC - Typically blue for boys pink for girls. AC - Dress, hairstyles etc associated with males and females.
3 of 20
Toy codes/play codes?
TC - Gender specific toys support the idea of the expected future gender roles for girls and boys. Girls - motherhood, boys - action based. PC - Boys play boisterously, girls play nicer.
4 of 20
What are control codes?
Boys and girls subjected to different types of social control. E.g girls more interrogated over social lives than boys.
5 of 20
What is market segmentation?
When the market (brands) target specific audiences/genders.
6 of 20
What is gender contamination?
When a brand previously associated with one gender now makes products for the other gender. Buyers feel it has been contaminated by the other gender.
7 of 20
Define 'metrosexual'.
A 'feminisation' of males. Men caring for their appearence, using stereotypically female care products.
8 of 20
Define 'hypermasculinity'.
An extreme macho identity aimed at making men distinct from women along traditional lines.
9 of 20
Some typical masculine traits include being strong and the head of the family. Name at least 3 more.
Breadwinner, tough, hard, rational and logical.
10 of 20
Name some stereotypical feminine traits.
Maternal, pretty, emotional, soft, houseworkers and fragile.
11 of 20
From the 60's onwards, what did feminism intend to change?
Patriarchy. Sought to gain equality for women and argued that changing reps in the media was vital to do so.
12 of 20
How were gender roles changed due to feminism?
They became less defined, in real-life and in the media. Female roles became more counter typical, such as females being strong and independant.
13 of 20
What is the post-feminist era?
Where women have achieved equality and can choose their own role. Often includes what was once perceived as sexist roles, such as sex objects.
14 of 20
What did Kate Clark discover when she looked into coverage of violent crimes against women in the 80's?
Found that the lexical and syntactical patterning removed blame from the perpetrator of the victim. The women were demonized.
15 of 20
What is Halliday's ideational metafunction?
A tool to help people decontruct how gender has been constructed through language.
16 of 20
Name the 3 stages Halliday states that show gender representation.
Who and whom, is doing what and when, where and how.
17 of 20
What is the 'who and whom' stage?
Participants - actors who do things or have things done to them. (Nouns/pronouns).
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What is the 'is doing what' stage?
Processes - what has happened (verbs of actions/states).
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What is the 'when, where and how' stage?
Circumstances (adverbs, prepositional and adverbial phrases).
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