Sociology 456_Lesson 5 Discussion

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Sociology

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Feb 20, 2024

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For this discussion CHOOSE 1 of the following to discuss: Option 1 Recall an incident where you behaved within the norms of gendered behavior in leadership (i.e., behaved as a female is “supposed to” or as a male is “supposed to”) without thinking, then later realized what you had done. In 1-2 pages total: 1. What were your thoughts? What led up to that? 2. In retrospect, how would you have spoken up, spoken less, made a statement instead of a question, asked more questions, interrupted more or less? 3. Describe the incident (one paragraph); explain the behaviors that were based on socialization (one-half page) and reflect on what you might have done differently. (one- half page) Option 2 Advertisement analysis 1. For a few days, pay attention to the advertisements you see on billboards, in the newspaper, on television, and on the Internet. 2. Pay particular attention to those that suggest a workplace or educational setting. 3. Select two or three advertisements that intrigue you . 1. For each, describe the advertisement in one to three sentences (e.g., a billboard advertising a telephone long distance service shows a white female at a desk wearing a telephone headset). 2. Then discuss cultural stereotypes that the advertisement reflects about race, gender, and occupations. Although we have not discussed age and class, feel free to add those qualities to your analysis. 3. Compare the advertisements in terms of how they treat men and women differently (one to two pages total) Vocational Schools Everest College is an advertisement that has always stood out for me. These commercials are inspiring positive testimonials from ‘real’ students discussing their experiences

at the school. Also, the benefits and perks of completing programs are pointed out during the testimonials. This particular ad is targeting the lower class minorities in both race and gender by using testimonials from that demographic and only providing testimonials that would be of interest to the single mom of color. The language and body language both demonstrate laissez-faire approach as being a warm and casual setting which could draw more minority women into the school. The occupations that are offered are those generally classified as female-type jobs such as in the medical assisting and/or clerical fields which are highlighted in the hand-on/short period of training focal points of this advertisement. Progressive Insurance -Black and White Commercial is another advertisement that stood out. In this commercial, Flo is a woman sitting in a kitchen while the narrator comments on the Progressive tools with very gender biased comments. This advertisement had a 1960s feel to it with the main character, Flo, is a middle class white housewife who handles the finances therefore was relevant to be included with rate yourself tool. There were a lot of gender typing and stereotyping comments during the commercial that would definitely command your attention because it is not verbiage that is heard often. The use of the pre feminism perspective points out racial, gender, class and occupational disparities of that time but highlights the growth post feminism. Allegheny Health Network has a commercial that seem to be geared towards opening the eyes to young woman and the potential health risks that have increased over time. The major focus of this commercial seems to be women’s health but it includes gendering and race disparities throughout. All of the ‘patients’ were young white women (possibly middle class) eluding to being married with children. The surgeons were white male doctors. For a more caring or empathetic nurturer, physical therapy was performed by a possible Indian American medical professional. She was also the only person of color represented in the commercial. It gives a clear picture of what the experience in this health network might look like which unfortunately is common in other health systems. The target audience of this ad is geared more to the middle white class, feeding into the stereotypes that go along with having white male doctors, Indian and female medical professionals. All of these advertisements are eye opening to the disparities among women and men. The education and health network advertisements seem to be encouraging to women to be more empowered in the labor force and personal managed care. Whereas, neither of these ads really cater to the needs or growth of men. It is clear that women are the target audiences but the option for men to use these services have not been deterred. But men are not featured but are more so in the background as support. It’s like a paradox of what once was when women were in the background of everything while men were the feature. The insurance ad also can be encouraging to women but it accentuates the huge shift in paradigm and belief system. As far as women and men in comparison, this ad encourages equality in the sense that ANYONE can use this product while the others did not address men at all. Response I

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