Tags: gender, marketing/brands, sexism, representation, subtitles/CC, 06 to 10 mins Year: 2009 Length: 7:19 Access: YouTube Summary: This clip is taken from TED Talks, a non-profit which hosts presentations related to ideas of technology, entertainment, and design. The clip features Jane Chen, the CEO of a company called Embrace. In the talk, she promotes a life-saving and inexpensive incubation technology for premature infants. The clip would work well in a class on the sociology of gender, as it demonstrates that women are often paired with technologies related to care taking and nurturing. This clip works will with an advertisement for the iPad (here), which demonstrates that men are often paired with high technology thought to be associated with logic. Submitted By: Lester Andrist
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Tags: gender, marketing/brands, sexism, representation,subtitles/CC, 06 to 10 mins Year: 2010 Length: 8:00 Access: YouTube Summary: This clip for the iPad is ostensibly a casual chat with four men involved with R&D at Apple. Women are conspicuously missing from this clip. This clip would be useful in a class on the sociology of gender because the exclusion of women reveals a natural affinity between male logic and technological innovation, at least in the United States. Perhaps Apple intuitively understands that if they featured an exuberant woman in the ad, it would suggest that the iPad’s programming is logically flawed. This clip works well with Jane Chen's talk at Ted (here), which suggests that women are often paired with care taking technologies. Submitted By: Lester Andrist Tags: consumption/consumerism, marketing/brands, media, multiculturalism, race/ethnicity, 00 to 05 mins Year: 2009 Length: 1:00 Access: YouTube Summary: This commercial nicely exhibits multicultural marketing strategies, portraying a largely racially/ethnically ambiguous (i.e., "multicultural") cast in order to broaden the consumer base and make implicit claims that appeal to colorblind race logics. The commercial serves as a nice companion piece to: Minjeong, K., and Chung, A. Y. 2005. "Consuming Orientalism: Images of Asian/American women in multicultural advertising." Qualitative Sociology 28(1). Submitted By: Valerie Chepp Tags: gender, emotion/desire, marketing/brands, masculinity, representation, sexism, 00 to 05 mins Year: 2010 Length: 1:03 Access: YouTube Summary: This car commercial was shown during the 2010 Superbowl. The commercial pokes fun at the idea of women emasculating men. Women are depicted as nagging relatively powerless men. In the clip, men are redeemed through driving a sports car. The ad makes a clear connection between masculinity and driving fast but also represents the desires of men as antithetical to the desires of women. Therefore, this clip might be useful for demonstrating the social construction of desire as a process that works within a gender binary. Submitted By: Lester Andrist |
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