http://www.youtube.com/watch?v=E-anmVGZv2c&list=UUIj3qdm8ZUQIcQKFTXq3PwA&index=3
The commercial creates a very heteronormative view on how couples are supposed to be. This is a way that is socially constructing views on what couple are supposed to look like, and how they are supposed to live. It talks about a man and a woman, and it even talks about their future children. The commercial is creating a sexual script that tells the viewers that they are supposed to marry the opposite sex, and have children. It romanticizes this particular couple as well, even though they are advertising toothpaste.
Even children's networks have commercials that advertise heteronormative views. Children learn so many of their social norms from the media, and these commercials create the heteronormative views. Many of the shows on these networks advertise in their commercials about the crushes that the main characters have (on the opposite sex). The article Elementary School Girls and Heteronormativity by Myers and Raymond talks a lot about young girls crushes. They discuss how these young girls have crushes and they are only reinforced by their peers if they are heteronormative ideas. Many of Disney channel shows are based on plots about girls having crushes on boys. This is a way that the TV is creating these sexual scripts for young kids. The article discusses how young girls only have crushes on boys, and these shows are just reinforcing and affirming those ideas.
Austin & Ally Commercial-http://www.youtube.com/watch?v=AMP4Zy-xUyw This is a commercial for one of Disney's newer shows. It's plot is very much based on a girl/boy relationship. Also, the following picture is from the Disney Channel Show, Good Luck Charlie. These shows and images are reinforcing the idea that all couples are heteronormative, and young kids, especially young girls learn a lot of their social scripts from shows like this.
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From commercials directed towards young children to advertising to adults, heteronormativity is seen in every way. Thinking about the bigger picture, I don't think I have ever seen a commercial advertising for a product, or kid shows that have a same-sex couple in it. Almost all commercials advertise with heteronormative views. Is this something new that will change as more and more states allow same-sex marriage, and it becomes more of a social norm to be all inclusive? We have started to see some shows that highlight same-sex couples, but they are not family-directed shows. I think all children's shows have heterosexual couples. Do you think there will be a time when we will see heteronormativity in children's shows? Are there ways that children can be shown other sexual scripts that are not all heteronormative?
It is very rare to see relationships outside the confines of heteronormativity represented on television. Thinking back to my childhood, it's difficult to think of any programs I watched that honored varying relationships. I think we're slowly beginning to see a change in the relationships presented on television. There have been a few commercials launched (for clothing I believe) that imply the actors are a same-sex couple. Interestingly, the animated children's film ParaNorman (released 2012) featured a buff, masculine character (Mitch)that was the object an attractive female character's affections. At the end, Mitch responds to the female's invitation to a movie, "You're gonna love my boyfriend. He's like a total chick-flick nut!"
ReplyDeleteMaybe we're on the right path?
I think you are right. I have definitely seen some shows that have introduced different forms of family, so I believe we are on the right track. I don't believe anything in our childhood even started to question these norms, and I have seen that a little too.
DeleteAlso that is interesting about that movie. I haven't seen that movie, but it sounds like it is defying some heteronormative norms. It is also interesting that it is a children's movie because I feel like they are the furthest from starting on the right path.
I really wanted to say i enjoyed reading your blog post!! Moreover, i agree with Meghan when she talks about how hard it is to think of programs that show any other relationships besides the heteronormative relationship. In fact i cant think of one. As time went on it seems to be present in many of the programs on ABC, with at least one couple being in a homosexual relationship. Also i hope that eventually there is a couple like this on a childrens tv show but i feel that so many people feel that children dont need to be influenced in that way. What i mean is so many people feel if children are around homosexual people they will influence their judgment.
ReplyDeleteYes, I agree with you on the children's shows. I think people are weary to talk about other forms of relationships with children because of the influence it would bring. I really hope that they start to pick up some different forms of families, so that children that are living in other family structures could see something on TV that are similar to what their expereiences are. I know that there have been a couple TV shows, but I wish they were more family appropriate, so at least families could start having conversations about different family structures. Thanks for your comment!
DeleteI really enjoyed reading your post. Your analysis of gender norm presentations in media-especially differentiating between adult and children's television made your interpretation very well rounded. I think it would have been interesting to investigate a network like LOGO to see if the gender norms continue in a LGBTQIA friendly network setting and whether or not they air some of the same ads you referenced. You might also look at a YouTube video created by a little girl about the reversal of gender roles in a society linked here: http://www.youtube.com/watch?v=3ROXTFfkcfo&feature=share
ReplyDeleteThanks for the suggestion. I didn't even really know that these networks existed, and I do agree that it would be interesting to compare the commercials on these networks as well. I would be really interested to see how these networks show gendered norms in the different programs and commercials that they air.
DeleteThanks for the link. That video was really interesting to see the gendered norms from a different perspective. It really gets you thinking. Thanks!
I think you make some interesting points here about relationships. The media is one of the most prominent places where people view themselves and how they should be. We start watching television shows and people in the media starting at a very young age. We are constantly being told how to act and identify ourselves by our society's standards. Take any television show, you will see heternormative relationships throughout every episode. Rarely will you ever see a same sex relationship taking place. As time has progressed in our society, more same sex relationships are taking place in the media such as Modern Family and Grey's Anatomy. These shows portray two men in a relationship and two women in a relationship, but these are just a few. If we were to portray more of these types of relationships in the media, people would maybe not make such a big deal of these relationships that are taking place.
ReplyDeleteI think you have a great point. Just having more exposure to different family structures would allow people to begin to see these family structures as normal, and hopefully not make a big deal of them. I think starting with young kids would help tremendously, but it is such a touchy subject when people start to talk about what they are going to show their kids. It goes with Jordan's comment that people worry that it will influence their judgement. Thanks for your response!
DeleteI really enjoyed reading your Blog!! I thought you did a great job analyzing media's portrayal, and also the differences with children and adults's tv shows. I think we are moving in the right direction with media, I know shows like Modern Family and Glee which is geared towards young adults include gay couple and I think this is great exposure to youth that shows something other than heteronormative views. But overall media does a very good job of enforcing heteronormativity, so we certainly have a long ways to go in the US!
ReplyDeleteI definitely agree with you. There are a few shows that have started to break away from strict heteronormative views but it will still be a long time before many people are completely accepting of different families in the media. Thanks for your response!
DeleteKailaini, I agree with you completely that advertisements and commercials, whether targeted at adults or teenagers, promote heteronormativity and endorse heterosexual relationships.
ReplyDeleteI strongly agree Disney Channel endorses heterosexual relationships by featuring shows told from a female perspective whose main goal or focus is obtaining attention from boys that will result in a romantic relationship with boys. For the older female audience, chick flicks promote the same endorsement of heterosexual relationships by focusing the story on females obtaining romantic relationships with men or men romancing women.
Beyond teenage targeted television shows or female targeted chick flicks, a commercial endorsement of heterosexual relationships that is geared toward all ages is Valentine's Day and the way it is marketed. Whenever Valentine's Day rolls around every year, you will see advertisements geared toward finding that perfect gift for your significant other with that significant other always being represented as the opposite sex. The commercials are almost always targeted at men with the purpose of giving them ideas for that perfect Valentine's Day present for the woman they love and usually suggest gifts such as chocolates, flowers, and jewelry. Hardly ever do you see commercials displaying ideas for gifts for men, especially not for men to give other men. The Valentine's Day and romantic cards from Hallmark promote the same idea with most cards being written for an opposite sex partner with some even having images of heterosexual couples on the card.
This commercialization of heterosexual relationships in the media and in the stores ingrains in our heads the idea that we should be straight and be in a romantic relationship with the opposite sex because that is the socially accepted and endorsed image of a relationship. Unfortunately, until the media ceases to represent this solely heterosexual view of relationships, people will still struggle with accepting and embracing homosexual relationships within their own lives or within society.
Thanks for your response. I agree that chick flicks promote the same endorsement, and this just continues the media routine. Once females are done with Disney Channel, they start to watch chick flicks, and the cycle is perpetuated. I also completely agree with you about Valentine's Day. I think this holiday truly embodies heteronormativity, and it would be a step in the right direction if there was more media exposure of different couples at this time of the year. Many people would gain exposure different couple sturctures and associate them with Valentine's Day as well. This would be a huge step in the right direction for the media world, as well as the commercialized sphere as well.
DeleteHi Kailaini,
ReplyDeleteI really enjoyed your blog. Before this class I had no idea what heteronormativity was. After taking this class, I have started critically analyzing my own gender norms, heternormativity being one of them. It is interesting that you included the commercial in your blog. I actually had a long conversation with some friends about how strange this commercial was. I thought it was really weird that a girl looked at a guy and immediately thought of the kids they will have. However, I never thought of the heteronormativity behind it.
Furthermore, I liked your discussion of the heternormativity of children's tv shows in relation to Meyers and Raymond's article. I think its crazy how these tv shows promote these romantic relationships for very young children. However, I never thought about the stereotypes that these children's channels perpetuates.
Even so, I still find it hard to think of how TV channels, like Disney channels could be any different. I think the best thing they could do, in order to not promote a heternormative perspective, would be to have parents other than the heterosexual parents. If you think about it, even adult media promotes heternormative stereotypes. I think in order to change children's media, we must first reevaluate our own. But, as you said, I also think that homosexual identity will become more accepted as more states promote same sex marriage (or at least as more states stop discriminating against homosexuality). It is our generation's responsibility to be more fight for equal rights for everyone.
I think you make a valid point about analyzing our own media. It is hard to analyze these children's networks, when a lot of our own networks aren't being inclusive either. I think that the media world in general has a long way to go, but is the place to start to bring equality to everyone. People are so influenced by the media, and exposure from the media would at least get some conversations started about different family structures and inequality that still exists. Thanks for your response!
DeleteKailani,
ReplyDeleteYou have made a very good observation in your blog. Off the top of my head I can only think of one thing on television that does not follow the heterosexual norms, Glee. As I totally agree with you that heteronormative television is shaping our society, I think that it is due to the fact that anything outside of heterosexual was not acceptable in society, especially on public television. So things such as Glee, would have never of made it on TV. As more and more states are legalizing same sex marriages and it is becoming more socially acceptable, I think that we are for sure going to start seeing more and more of it appear in things such as commercial and television shows and movies etc.
Playing Devil's advocate, I think the reason that you are not going to find same sex marriages on say the Disney Channel, at least for now, is because they may not understand such things, where old people have more knowledge about it, and in essence can make more informed choices. However, I personally think that we should expose it to our children at younger ages so they may grow up too see it being as more normal, but still along with heternormative relationships, and then possibly homosexuals will eventually not be so hated and looked down upon. It will be interesting to see what our future holds for homosexuality.
There are a couple, Modern Family, and NBC has a show called the New Normal. I think more equality in different states will help bring more appearances of homosexual couples, but the media is still really critical, and it might be hard to change what the media shows.
DeleteAlso, I agree that children should be exposed to different relationship structures. Like I mentioned in another comment, as we expose our children, we will start to create more equality views and perspectives, and hopefully start to see actual changes. I think, like Jordan said, that these networks are weary, because they are afraid of what the children are going to be exposed to.
After reading this post, I tried to think of a commercial that featured a couple that did not fit the heteronormative mold. However, I was unable to. I think that it demonstrates the fact that children and adults both see a very limited idea of what a successful relationship has to include. I remembered one of my African American friends posting a commercial on facebook featuring a biracial couple and the fact he was so excited about it is really sad. Even something that we accept as standard (interracial dating) is not represented heavily in the media. It goes back to the idea of the triangle and how few people can fit into that top space of what is "ideal". I also had friends in high school who would say that their parents would never support them dating a black man. I believe if these things were more normalized then they would not be looked down upon. I think that children should especially be exposed to more diverse relationships and even if they dont choose to date someone of the same gender or a different race, they will not be shocked or uncomfortable with the idea.
ReplyDeleteThat is really sad and frustrating about your friend. I didn't really think about interracial couples not being representing but it is alarming how true that is. I think exposure is the first step to these ideas being normalized, and starting with children I think is the best way, because they learn so much from the media. Once they are exposed daily, they will be able to start to normalize different couples. Thanks for your response!
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