Welcome to Lesson 2!

In this lesson, we will take a look at the advertising and media industry, and how these industries shape notions of gender. We will learn about what we now call theconstruction of gender-the ways in which terms like sex, gender, masculinity, and femininity are all regarded, in feminist theory, not as a static category but rather as a process, an always changing one at that. One of the most interesting and revealing reflections of a culture's dominant beliefs is advertising, although you probably already know that! Have you ever thought about the role advertising plays in reinforcing gender norms?  And, have you thought about why?

Additionally, in this lesson we will also discuss a critical concept in Women's Studies, the distinction between sex and gender. As we have learned, a person's sex refers to the biological designation a person receives, according (usually but not always) to one's genitalia. And, you've learned that gender, is constructed-that is, it's something we learn, not something we are born with. Finally, we will learn more in this lesson about gender performativity.

Gender performativity refers to the notion that gender, the expression of masculinity and femininity, is not hardwired to our sex, male or female; rather that gender is a kind of "act" or performance that follows a social script. That script reflects a gender ideology, deep-seated assumptions about what "real men" or "real women" are, how they-how each us-"should" behave.

Don't think you act according to an unconscious script? What would happen if you suddenly began to express characteristics of the opposite sex? 

Throughout this course, we'll be looking at the ways in which sex and gender, race, and class-all those intersectional categories mentioned in your readings-come together to inform market forces and advertising's genius in creating consumer desire.

On the What is Feminism page from Lesson 1, you will see a Reflective Exercise asking "Are you a feminist?" In the shaded box answer the question, "Do you agree that women should ..." do or be able to do a list of things. If you skipped over that, go back to that section now. Take a scrap of paper, and as you review the list, put either a "+" or a "-" sign for each one on the paper. At the end, count up the plusses and minuses. Which bulleted items did you disagree with? If you disagreed with any, note what they are; these are questions YOU have about feminism. You should be thinking about and talking through these questions over the course of the semester.

For this posting:

Tell us about your agreement/disagreement with this bulleted list and explain how your answers relate to the Full Frontal Feminism reading. Additionally, what does this exercise tell you about your own "feminist" profile? Are you a feminist and didn't know it? In your posting, provide an explantion about why or where this comes from (e.g., family/upbringing, religion, personal experience - if you have not thought about this before, what are your thoughts now?)

Finally, which of the required readings most challenged you or helped you think about what you have in common with feminism and/or what you don't have in common with feminism? Identify the reading or readings and explain why you choose the reading. Note: Answering this question is required. If you do not answer this question, you will be deducted one-half of a point. 

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