Dove - Representation

 

Dove - Representation

Consider the relationship between the following ideologies and our Dove Ad, writing down at least one sentence for each. 

In what ways are these ideologies encoded? Or are they subverted? Are stereotypes or countertypes evident in this ad? Reference theory where applicable.

  • Consumerism
  • Celebrity culture
  • Feminism
  • Multiculturalism




Questions

Let's spend some time thinking about these questions together and writing notes. Consider film form and our media theories in your analysis.

How does the advert enforce or challenge stereotypes of motherhood?

How does the advert enforce or challenge stereotypes of gender?

How is middle-class domestic life represented?

How is ethnicity represented in the advert?


Theories

Apply each of these in 2-3 sentences
  • Hall's Representation and Reception theories
  • Gauntlett's Identity theory
  • hooks and intersectionality
  • Van Zoonen and the male gaze
  • Gilroy and postcolonialism
  • Butler and gender performativity





REMINDER

Stuart Hall Reception Theory

Hall explores the concept of stereotypes. Stereotypes are over-simplified representations of social groups. They serve a purpose - particularly id advertising.

Even though, as a contemporary audience, we desire progressive values that challenge sexist & patriarchal ideologies. However, when it comes to advertising, the producer relies on stereotypes to encode a lot of information in a short space a time (high impact, instantly).

Some people will argue that stereotypes can be both positive and negative. What do you think?



van Zoonen Feminist Theory

According to Van Zoonen the media represent women with stereotypical images and this behaviour reinforces ideological concept of what it means to be a woman. The media does this because they believe it reflects dominant social values (dominant ideology) and male producers are influenced by this. All of this contributes to the concept of a patriarchal society.

How might we apply van Zoonen's feminist theory to our Dove ad? Does it reaffirm dominant values about gender?



Task

Consider van Zoonen's feminist theory (outlined further below) in relation to our Dove advert. Plan a 10 mark response and write this for homework. 

How effective is Van Zoonen in understanding how representations of motherhood are constructed? Refer to Baby Dove 'Too Many Cooks' in your response. [10]


Liberal Feminism


It is essentially a reformist approach, which tends to see more equal gender relations being brought about by equal opportunities policies and affirmative action programs. It does not appear to question the power dimensions in society that maintain male superiority of status and female inferiority. Instead it concentrates on sex role stereotypes, prescriptions of sex-appropriate behaviours, appearance, interests, skills and self-perceptions (Van Zoonen, 1991: 121 ).

Patriarchy a social system in which all men are assumed to dominate and oppress all women, accounts for women’s position in society. Radical feminists have been in the forefront of exposing male abuse of women and politicizing issues formerly considered as private, such as domestic abuse and more recently, sex tourism and trafficking in women.

Van Zoonen believes the media strategies of radical feminism are straightforward: women should create their own means of communication and try to free themselves completely women have to cut off all ties with men and male society.


https://media-studies.com/van-zoonen/



Task

Consider the Dove representation of motherhood in comparison to this Hallmark advert from the 1960s.

Reading: 


https://theconversation.com/keeping-mum-in-the-kitchen-representations-of-mothers-in-ads-havent-changed-in-six-decades-126877

https://www.socialsamosa.com/2023/05/expert-speak-narratives-of-motherhood-in-advertising/

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