Your research question – Is Goffman’s research still an accurate representation of gender related media images and/or of people’s behaviour?

Summarize Goffman’s ideas re: sex vs. gender (1 mark); gender as social construct vs “natural” sexuality (1 mark); male-masculine vs. female-feminine media portrayals (2 mark); and the impact of media images on social behaviour – i.e. commercial realism, perfection and social/sexual identity, normative gender codes, reading gender codes & the confusion surrounding androgyny, gender based violence, and the need for female athletes to confirm their “femininity” (6 marks)

Using Systematic Observation, observe and reflect on the people and advertisements around you as you go about your day. Make a list of at least 10 of your observations – this is your data collection, so use specific examples and state your sources.
4. Analyze your data, noting the presence or absence of the gender related behaviours. Which behaviours and/or portrayals of people and gender/sexuality support Erving Goffman’s analysis? Which do not?
5. Bracket your research by taking note of your own thoughts, attitudes and behaviours (i.e. how you “do gender” as you go through this research process (self-reflection).

Summary of Goffman’s ideas
According to the “Codes of Gender” by Erin Goffman. Goffman shows how our today’s culture reinforces for our society through social media. Goffman highlights the difference between sex and gender. He states that “sex” is the biological make-up of a person, male or female. While “Gender” is the role that is assigned to us that is illustrated by society. It discusses that people need to label others in categories because they need to know how to interact around them. People find discomfort if unsure if a person is a male or female. People have become defendant on labels to help them understand the way to behave if a person is a “male” or “female”. Female portrayed as vulnerable, powerless, and fragile, while men are tough, dominant and aware of their surroundings; prepared for whatever they come in their way.
Goffman highlights what roles that are expected from us. We learn a “script” that we need to stand by in life and a “code in gender”. He discusses that Gender codes in advertising and media plays a huge role in some way individuals act in society. It is fundamental for humans to distinguish between male and female, depending on the gender interaction that may be different. He explains that women in advertising are very commonly shown laying down, where they cannot defend themselves. They sexualized and powerless. Men laying down is incredibility rare, except it is seem more for homosexual men. Men typically stand and appear strong. Moreover, Women are made to be looked at by men as well as the homosexual men being watched by men. Because it is for the mans pleasure to watch. All these poses about codes of gender happen so frequently that they seem so completely normal now in the eyes of society.
Goffman explains that the use of “commercial realism” is an advertising the ads in which represents the world in ways that could be real. He stated that communication codes of gender display; “communicated quickly at glance”. He believes that our culture depicted in the media and advertisements needs to change and put an end to the reinforcement of gender roles and better represent the people that belong to our society.

10 examples of Systematic Observation
1.) In, West Edmonton mall, I saw an advertisement in Sephora for make up shoes. In the poster, a woman is holding a lipstick it is simply placed on her hands or lightly dangling between her fingers.
2.) In West Edmonton mall, Champs store has an advertisement in front of their store. In the advertisement, a man was holding a ball, his hands look strong and he is holding the ball firmly and tight.
3.) I saw an advertisement in vouge magazine, the models body posture is upright, yet a bit relaxed leaning back. The model’s body posture indicates her fragility.
4.) I was scrolling through my Instagram account, I often observe teens girls taking selfies lift their eyebrow, tilt their lips, and pout their lips slightly.
5.) I used to shop at bench and I would notice the attractive models, it drew me in and made me want to look like men who were getting the attractive women.
6.)

Analysis of the data

Self reflection
The Codes of Gender was a very interesting and eye-opening film which gives me questions and ideas that I had not previously considered. One of the most interesting information that I learned was how society need to distinguish if a someone is a male of female continue an interaction with them. In the film, Codes of Gender, Sut Jhally gives me an idea of gender is represented in a way that we have been establish to associate with the different gender identity of man and woman. It views my mind on how we have become accepted to the idea associated between of men and women. It helps me question what is natural about the communicated ideas of women and men gender identities. It helps me to engage the world passively and to have a choice of how we want to participate in the world we inhabit.

Summary
I conducted by using systematic observation to observe people and advertisement about image of gender in the society that we lived in. I observe that women can be analyzed within the media specifically photographs from magazines and advertisement through the variety of gender codes, as introduced by Goffman’s theories of gender displays. Although these gendered traits remain prevalent, slight adaptations have arisen to include both masculine and feminine within a single pose. This theory of gender and sex differences is an orthodox, conservative and imaginative theory now. In traditional times it… View the full answer