Face-ism in the media

Face-ism, or facial prominence, is the tendency of the media to show the face of men and the body of women in still or moving photographic portrayals. Our textbook defines face-ism as “the tendency to represent people in terms of their face or head as opposed to their body.” The researchers who have conducted research in this field have found that the higher the facial prominence, or the more the face is focused on, the more positive the perceptions of the person in photo are.

I agree with the text that this may be because photos with high facial prominence focus on the head, where the brain is, which makes people believe that the individual is more intelligent. I think this may also be due to the fact that women’s bodies have always been the focus in advertising in the media, causing the perception of the full body photo to change.

Obviously, the groups that have the lowest facial prominence are African Americans and other minorities including women. This is documented in art, photographs, moving pictures, and even postage stamps. Women and Blacks are more often depicted with less facial prominence, i.e. more of their body is shown. Research has indicated that the photos with higher facial prominence signify more dominance. This means that in a very subconscious and sneaky way, the media is telling us who is dominant and who to like more by simply deciding how much of a person’s body to show.

What consequences that could result from using this technique in political advertising? What about in advertising different medical treatment options, or even in choosing a doctor? Without being aware of the ways in which media is used to manipulate society, then we have no way to protect ourselves from that exploitation.

Below are photographic examples of face-ism in the media.

Head to hips Hayden

Magazine cover 1947 (Full body woman)

Current magazine ad (Head to thigh photo)

Another head to thigh shot

Retro women's fashion ad (full body)

MEN'S PHOTOS

Head shots of men like Andy here illustrate the intelligence and prominence of the man pictured. I just so happen to love all of Andy Samberg, not just his lovely noggin.

Current men's fashion ad (head only)Retro men's ad (head only)

Examine the difference in this men's cover and the women's covers from earlier.

Even in this Calvin Klein ad that was shot around the same time in the early 90s shows signs of face-ism even though the photos are almost identical. Kate brings her foot into frame, exposing more of her body, while at the same time Marky Mark's head is about twice the size of her's. This is a minor alteration that helps to maintain the prejudices set forth in the face-ism theory.

Mmmmm, Marky Mark....