Applying This to the Workplace

Throughout this semester, we have looked at the various uses of stereotypes and misrepresentation of  different minority groups, and how to avoid using these.  These lessons are applicable to virtually every career, but are especially important for anyone looking to work in public relations or advertising, because it is imperative that you represent not only yourself but your company in a way that is not offensive to anybody, and inclusive of everybody and not just the majority.  Learning how to use language that is not stereotypical will benefit all of us greatly in our future career, whatever it may end up being.  We also learned how to look at different types of media with a more critical eye, which is something that everyone should learn how to do.  Often times in our media, women, ethnic minorities, people with disabilities, and people of different sexual orientations are portrayed in ways that rely heavily on stereotypes and generalizations.  Being able to recognize that these stereotypes are often untrue is the first step towards our society becoming more equal and accepting of others.

Music Video Research Project

For my final project, I conducted a study that examined the difference between the way men and women were portrayed in music videos across four different genres, and if the genre of music had an impact on how women were depicted in the video.  The results of this study showed that the genre of music did indeed play a role in how women were portrayed.  In rap/hip-hop and pop music videos, women were significantly more often dressed in clothing that was considered suggestive or partially clad than men were.  The difference between genders was much smaller in country and alternative music videos, with alternative videos having the highest percentage of men and women dressed demurely, as well as the most equality between genders.  Similar patterns emerged when I looked at sexual dancing and behaviors as opposed to nonsexual dancing and other movements.

Above are screenshots from Nicki Minaj's music video for her song Anaconda and P. Reign's music video for his song DnF.  There is a clear difference between the way men and women dress in their music videos.  There is pressure from society for women in the entertainment industry to be not only talented at singing and dancing, but to also dress in a way that flaunts their bodies.  This pattern was most apparent in the rap/hip-hop genre, which is where both of the above songs fall.  

The music videos in the above screenshots were both from the alternative genre.  The women in these videos were dressed demurely for the majority of time, and the focus was almost always on their music and the story they were trying to tell, and not their body.  Even though this pattern was not universal, and there are still many music videos that objectify women and treat them as sexual objects, we can see that in some genres women are gaining the respect that is commonly given to men without having to show off their body in revealing clothes.

Listicle: American Apparel Adverstisements

The above advertisements for American Apparel women's clothing all employ one main marketing tool: sex.  The first two ads are both for shirts, yet what stands out most is the models' lack of pants and sultry gaze at the camera.  The third ad is for sweaters and socks, neither of which are known for being very sexy.  Yet the model is noticeably missing pants, which results in another extremely sexual ad.

These two American Apparel advertisements for men's clothing are significantly less sexual.  The man in the first ad is completely clothed.  The second ad, which is selling underwear, is less sexual than any of the women's ads, which were all selling shirts or sweaters.  One would expect some nudity in an advertisement for underwear, but the male model is pretty well covered, and is seated in a neutral pose, as opposed to the women who were often scantily clad and lounging in a bed or posed in an otherwise sexual position.

The billboards feature the same pattern.  The woman is clothed in very revealing clothing and appears to be lying across a bed.  The man is fully covered and this advertisement would in no way be considered sexual.  There is an obvious pattern of inequality in the portrayal of men and women in advertisements for American Apparel Clothing.