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....

Sex in Media

The effect of media violence and sexualized content is an prevailing issue with media content. Since I was young, I feel like this is a debate that has been on going and pervasive throughout American society. Many times, people argue that in other countries, sexualized content is normal on television. So what is the issue in America? In the video that we watched in class, we were able to examine the use of sexual content to attract viewers. I feel that most of us already know and understand this concept. What was new however, was the real world effects that these now mainstream images have on real world events.

The problem with these sexual images is that they are typically from the eyes of a male dominated media culture. Women are reduced to their body parts and become ‘sex objects,’ rather than having an opportunity to present themselves as an entire person with thoughts and feelings.

I can’t see what real value these images have to us as a society as a whole. We have taken something as natural as our own naked body, and turned it into something taboo and something to hunger for. I think that these sexual images have more of a triggering effect rather than the safety valve effect discussed in the book.

The Puerto Rican Pride Parade in 2000 was an atrocious example of this. Many of the obscene actions these men took on the women in the crowd were seen as perfectly fine in the men’s eyes. An 18-year-old who was arrested for violating women at the parade maintains that he was just “having fun.” This is not surprising when one thinks about the kind of messages that music videos and television portray.

In music videos and sexualized television content, women are objectified and are seen to have one purpose- entertaining the men. The men demean the women in any way possible, throwing money or drinks on them, ripping off their clothes, even when the women protest they are shown as secretly ‘wanting it.’

Since much of what we learn about how to conduct ourselves in polite society comes from what we see on television, why then are we surprised when young men see no problem dousing women on the street with drinks and tearing their clothes off? As the Social Learning Theory (SLT) states, having this male fantasy played out so frequently in videos can have a disturbing effect on the psyche.

We are sexual beings by nature, and it is natural to see some level of sexual content in life as well as in media. However, when the media perpetuates the same misconstrued ideals, our sexuality becomes something unnatural. In this article, they highlight the ‘hottest’ music videos. They are filled with the sexual exploitation of women and all kinds of disturbing things. Try to listen to them on mute so that you aren’t distracted by the music (which is how these images are so invasive). I also found a interesting study on the effects of sex in the media.

Becoming a more observant media consumer relies on critical examinations of media and society like this. If we don’t examine our actions and the motives behind them we cannot progress and grow.

Media Deprivation = FAIL

So I really tried to avoid the use of media as much as possible, however, it wasn't even an hour after I woke up that I was checking Facebook and Gmail. Literally purely as a reflex, the first thing I did upon opening my laptop was check social networking. I have noticed that many times when I want to check my email or visit some other site, I instinctively start typing in Facebook, without thinking.

After class, I would normally troll the web or watch Netflix to relax before getting ready for work, so I tried to avoid this by occupying my time at the DDS. Without a book or anything to entertain me (except watching all the miserable people), I sat in the DDS for an hour and a half before getting my license. Sometimes I like to drive with no music, today I was more ADD than normal, and found it necessary to chat on the phone (rather than to myself) the entire trip there and to work.

At work while answering calls, it was difficult to pass the time without Wikipeding or Googling something my whole shift (my job is less work and more thumb twiddling). On the way home, I called my beau and made dinner plans so that I wouldn't sit at home on the computer. Since it was late, we ended up at Taco Mac with 50 TV's surrounding us the entire time. It was to chilly to eat outside, so there were times my eyes wandered to the screen, especially when Nick went to the bathroom. I couldn't resist looking at the televisions when there was no one to talk with. It almost felt as if I were being attacked by all of the televisions surrounding me. I guess the reason I gave in was because I needed to look occupied or just have something to do while I was waiting. When we got back, I realized what a bust this plan was, and in seeking entertainment and something to zone out to, we threw on Netflix and I hopped on Blogger to post.

Political Role of Mass Media

John Stewart on crossfire.

This clip officially made John Stewart my favorite television personality and ended a very long tie for first place with Bill Maher. What I like most about the clip is that he goes onto the show because he is promoting a book, and he ends up denouncing the entire news media.

When I look at America and wonder why the majority of the population ignorant and out of touch with the politics that affect them, I realize that I have to take into account all of the manipulation done by the news media.

The discord occurs because Americans believe that the news media actually wants to help us. As a country, we have a flawed belief that everyone has our best interests in mind. The media, the government, the USDA, the church, they all have their own agenda. Usually their agenda revolves around the acquisition of money, and they use us to attain that money. We assume that the media has our interests in mind and that they would let us know any and all important information. The reality, however, is that they have their own best interests in mind and will go so far as to omit entire viewpoints to protect those interests.

The media makes its money and gains its power thorough ratings and having a large fan base; politics works in a similar fashion. With that being said, it seems like they would be natural soul-mates. Since the news media has no moral obligation to its public, besides a self-imposed one, entire media entities have been set up with solely political basis.

Is this bad or wrong?

Not really since there is enough information available that people should do their own research and come to their own conclusions rather than sitting around waiting for someone else to tell them what to think. Unfortunately, this is America.

Characteristics of Social Science

When reviewing Mass Media effects, it is important to note some of the distinguishing factors of social science research.

Social Science Research is:

Logical

Deterministic

General

Simple(Parsimonious)

Specific

Testable

Intersubjective

Malleable

As I am a big fan of mnemonic devices, I have assembled the following saying from the list as a study aid:

Listen dude, go study stupid then imagine matriculating!

I like to create my own sayings, because in thinking up a good substitute for the first letter, somehow the word I am trying to remember gets visually etched in my memory!

~Here's to graduating soon!!