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Feministyle Objavljeno 21.04.2011. Lea Horvat Dokumentarac: Codes of Gender – Identity (video) Dokumentarac 'Codes of Gender, The Identity and Performance in Pop Culture' Suta Jhallyja, renomiranog kulturologa sa sveučilišta u Massachusettsu, na nizu izvrsno izabranih primjera istražuje kako reklama prikazuje muževnost, a... Dokumentarac ‘Codes of Gender, The Identity and Performance in Pop Culture’ Suta Jhallyja , renomiranog kulturologa sa sveučilišta u Massachusettsu, na nizu izvrsno izabranih primjera istražuje kako reklama prikazuje muževnost, a kako ženstvenost.U izdanju Media Education Foundationa , osnovna premisa dokumentaca je općepoznata, da je rod (za razliku od biološki određenog spola) društveni konstrukt, ponašanje koje se mora naučiti da bi nas društvo doživljavalo „normalnima“. Od nas se očekuje da uspješno šaljemo nedvosmislene rodne signale, ali i da znamo dešifrirati one primljene. U suprotnom, okolina je zbunjena, često prekida komunikaciju, a nerijetko je i agresivna.
Jhallyjeva se analiza temelji na primjeni teza sociologa Ervinga Goffmana iznesenih u tekstu Gender Advertisments (1979.) na reklame današnjice (uglavnom su korištene reklame 2000-ih; dokumentarac je snimljen 2009.). Iako se reklamama često prigovara da ne odražavaju stvarnu sliku svijeta (lica i tijela „dotjerana“ u Photoshopu), one ipak snažno govori o stvarnosti, ali na drugi, gori način. Reklama je instrument komercijalnog realizma ; ona nije slika stvarnosti, već projekcija snova i žudnji ciljane publike. Gotovo da nema reklame bez (barem dijela) ljudskoga tijela; tijelo postaje tekst koji nešto znači, prenosi određenu poruku.
Na pregršt materijala (inserti iz Seinfelda, Monthy Pythona i drugih filmova i serija, obilje reklamnog materijala iz časopisa i plakata) zorno se pokazuju razlike u prikazu muževnosti i ženstvenosti: muževnost znači snagu, inteligenciju i aktivnost; ženstvenost je ranjivost, krhkost i emocionalnost. Jedan od korištenih primjera je i razlika u prikazu između muških i ženskih ruku; Muške su ruke aktivne, njihovi su pokreti utilitarni i kontroliraju okolinu. Ženske su ruke dekorativne, dodir blag, one nemaju kontrolu
nad predmetom koji drže i naglašeno su slabe (objekte pridržavaju tek vrhovima prstiju).
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Ritualizacija ženske podređenosti još je upadljivija: Žena često leži u položaju koji otežava obranu (treba joj netko da je zaštiti) i ujedno signalizira seksualnu dostupnost, a kad stoji, iznimno je nestabilna (stoji na jednoj nozi, linija tijela je izvijena) – opet je ovisna o okolini. Ona je i psihički neuravnotežena i infantilizirana (s prstom u ustima!); nerijetko u svojem svijetu, zamišljena, ponekad čak i spava. Muškarac je definiran kao njezina suprotnost; uvijek spreman, neupitno odrastao, odvažno gleda ravno u kameru, linija tijela je naglašena vertikala (uspravnost i sigurnost), mišići jamče snagu.
Jhally uočava da je zadnjih nekoliko desetljeća došlo do određenih promjena; „ženstvene“ poze iz gay sfere prodiru u muške reklame pa je nova zadaća reklamnih kreativaca razbijanje homoerotičnosti; najjednostavnije – uvođenjem žene u skupinu muškaraca.
I „ženstvenost“ je doživjela slične kozmetičke promjene; sve su popularnije superjunakinje (Lara Croft u Tomb Raideru , Charliejevi anđeli …) i vrhunske sportašice , ali i one moraju dokazivati svoju ženstvenost fotografirajući se za (najčešće muške) časopise poštujući dobre stare rodne kodove. Dugovječnost dobrano zastarjelih kodova nije slučajna – oni su duboko povijesno uvjetovani; zato ne iznenađuje da se poze nevjerojatno slične onima u današnjim reklamama pojavljuju već u europskim uljima na platnu iz 17. i 18. stoljeća, a prelistate li ovogodišnji Cosmopolitan , Elle ili neki drugi časopis u kojem sa svake druge stranice na vas vrebaju reklame, odmah će vam biti jasno da se stvari nisu bitno promijenile.
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