Selling Sanity Through Gender: The Psychodynamics of Psychotropic Advertising

This paper provides a brief visual history of the ways women patients, and specifically women patients whose marital status is identified in conjunction with their “illness,” have been constructed as abnormal in the images of advertisements designed to promote psychotropic medications to an audience of psychiatrists. The advertisements I discuss come from the two largest circulation American psychiatric journals, The American Journal of Psychiatry and Archives of General Psychiatry, between the years 1964 and 2001. I use the ads to focus on two concomitant narratives. On one hand, I show how the advertisements situate the rise of “wonder drugs” in the context of an era described as the “golden age of psychopharmacology,” during which time drug treatments helped revolutionize the diagnosis and treatment of anxiety, depression, and other outpatient mental illnesses in the United States. On the other hand, the advertisements also illustrate the ways in which these new scientific treatments could not function free of the culture in which they were given meaning. In the space between drug and wonder drug, or between medication and metaphor, the images thus hint at the ways psychotropic treatments became imbricated with the same gendered assumptions at play in an American popular culture intimately concerned with connecting “normal” and “heteronormal” when it came to defining the role of women in “civilization.”     

Boxing Helena and Corseting Eunice: Sexual Rhetoric in Cosmopolitan and Playboy Magazines

This paper analyzes the sexual rhetorics of Cosmopolitan and Playboy magazines to consider how sexuality is constructed in similar ways by sources directed to men and women. We use Goffman's classifications of gender in advertisements to compare how each magazine uses its pictures to provide cues to readers about sexuality and sexual relationships and to trace changes within each magazine over time. We conclude that both magazines converge on a single construction of sexuality for women. Playboy addresses men and Cosmopolitan addresses women, yet the visual rhetorics of both magazines reflect the male gaze and promote the idea that women should primarily concern themselves with attracting and sexually satisfying men.     

Indigenous Women’s Ways of Knowing and Healing in Mexico

ABSTRACT

This article focuses on examples of Indigenous ways of knowing in three communities of northern and southern Mexico. It centers on dialogue conducted with Indigenous women from Northern Baja California (Arcelia, the cultural healer from the Kumiai community of San Jose de la Zorra), Oaxaca (Maria Sabina through textual analysis of the only book that houses her healing wisdom), and Chiapas (the Lacandon community of Lacanja Chansayab). It then highlights ways in which the author—an academic woman—brought the wisdom of Indigenous cultures to the center of academic discourse, and how Indigenous women apply their knowledge and wisdom to heal their communities. Lastly, the article concludes with lessons learned from the dialogues with Indigenous women, how they have applied innovative research and healing strategies that depart from Euro-American paradigms, and how they creatively contribute to the development of Indigenous psychologies that are anchored in feminist, popular power.     

The Effect of Thin Ideal Media Images on Women’s Self-Objectification, Mood, and Body Image

Objectification theory (Fredrickson and Roberts, Psychology of Women Quarterly, 21, 173–206, 1997) contends that experiences of sexual objectification socialize women to engage in self-objectification. The present study used an experimental design to examine the effects of media images on self-objectification. A total of 90 Australian undergraduate women aged 18 to 35 were randomly allocated to view magazine advertisements featuring a thin woman, advertisements featuring a thin woman with at least one attractive man, or advertisements in which no people were featured. Participants who viewed advertisements featuring a thin-idealized woman reported greater state self-objectification, weight-related appearance anxiety, negative mood, and body dissatisfaction than participants who viewed product control advertisements. The results demonstrate that self-objectification can be stimulated in women without explicitly focusing attention on their own bodies.     

Race and Beauty: A Comparison of Asian and Western Models in Women's Magazine Advertisements

Over the past 30 years, the literature on how women are depicted in advertising has been strongly influenced by studies conducted in the U.S. and Europe and may not fully describe the ways in which women are depicted in advertising across cultures. In this study we analyzed advertisements collected from women's fashion and beauty magazines in Singapore, Taiwan, and the United States to compare the ways in which Western and Asian models were portrayed in print advertisements. We found that although demure dress was used most often for both races, Western models were shown more frequently than Asian models in seductive dress. Western models were also posed more often than Asian models as the Seductive beauty type. Product categories also differed. Asian models were used more frequently in advertisements for hair and skin beauty products, whereas Western models dominated the clothing category. The findings suggest that Western models are used more than Asian models in advertisements which are “body” oriented, and that Western models are used in advertisements in Asia when the underlying marketing strategy is that “sex sells.”     

Running as a way fat women re-story their bodies and construct a runner identity in a North American sociocultural context

AimThis research sought to identify the process by which women who identify as fat or as not having a typical athletic body construct an athletic identity and persist in their running and other athletic endeavors despite body size-related barriers.MethodsFrom an online recruitment effort, 19 North American women runners in larger bodies completed interviews in which they told the story of how they had become runners. A narrative analysis with a feminist, constructivist approach was conducted to identify story types.ResultsFour narrative types were identified: reclaiming the body, reclaiming health, space-making, and future-imagining. Through finding a size- and pace-inclusive running community, running persistently, and completing races, women relinquished the stories they’d believed that their bodies were not athletic since childhood and constructed an identity of runner in a fat body.ConclusionsThese women’s engagement in running is a personal form of resistance against those who define athletic and healthy as “thin” or “fit.” They have found a welcoming athletic community and have moved on to leadership where they are working to make running accessible to other women in bodies like theirs. Those reading these narratives should consider ways in which fat bodies have been excluded from athletics, as well as ways to support the work being done by women runners in fat bodies to redefine health and athleticism.     

Dependency and Counter-Dependency in Couples

SUMMARY

There is a tendency on the part of many men in couples to deny their dependency needs, and for the women in these couples to view themselves as excessively needy. These uneven subjective perceptions are examined, as are the ways contemporary gender socialization interferes with the attainment of the ideal of mutual dependency in couples. Some implications for couples therapy are explored.     

Gender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness

In an initial experiment, men and women with varied gender-role orientations evaluated gender-stereotyped and nonstereotyped advertisements for gendered products that are actually used by both sexes. Consistent with a gender-role congruence model of advertising effectiveness, traditional participants (masculine men; feminine women) responded more favorably to traditional (i.e., gender-stereotyped) than to nontraditional advertisements, whereas nontraditional participants (androgynous individuals; feminine men; masculine women) reacted somewhat more favorably to the nontraditional advertisements. Experiment 2 revealed that when encouraged to self reference, traditional participants became much more responsive to nontraditional advertisements, even more so than were the nontraditional participants. Practical implications of these results are discussed.     

Some Factors Related to Social Success in College

Abstract

Preferences for age of partners of heterosexual and homosexual men and women were investigated. Personal advertisements were collected from newspapers in the United States and analyzed for the difference between the age of the advertiser and the age of the preferred partner. Heterosexual men tended to seek women younger than themselves, whereas women sought partners near their own age or older. The preferences of homosexual men and women were similar to those of heterosexuals, although more homosexuals stated a preference for a partner younger than themselves.     

Asian Indian Women: Domestic Violence,Mental Health,and Sites of Resilience

ABSTRACT

Culture is foundational to human experiences. As such, different cultural contexts and systems create different realities and lived experiences. Psychological knowledge and experiences within this context are then subject to socio-cultural systems, historical events, the distribution of economic and political power, and privileged positions of people within the system. This article highlights Asian Indian women’s lived experiences with domestic violence and their ways of healing. In particular, we present personal, political, social, and cultural factors that contribute to vulnerability and resilience in Indian women both in India and within the diaspora and note the role of community as an important indigenous source of healing.     

Changing Patterns of Gender Portrayals in Portuguese Television Advertisements1

The purpose of this study was to identify patterns in Portuguese television advertisements and interpret changes in the portrayal of gender roles using data collected 7 years apart: 1996 and 2003. We grouped 11 attributes of the central figure displayed in 623 evening commercials using a k‐means cluster procedure. There were 4 distinct groups of advertisements that emerged, 2 of them characterizing a predominantly male central figure and the other 2 a female central figure. The overall increase in women portrayed in advertisements from 1996 (32.9%) to 2003 (40.8%) is reflected in a shift toward an increase of advertisements with a female central figure in the typically male “narrator” cluster. Practical implications of these findings are discussed.     

The Stereotypes of Black and White Women in Fashion Magazine Photographs: The Pose of the Model and the Impression She Creates

We examined the portrayal of women in magazine advertisements and fashion spreads. In Study 1, photographs were selected from Cosmopolitan, Glamour, and Vogue (N = 226), and a content analysis showed that the incidence of stereotyping is still prevalent. However, counter to our hypothesis, Black models were portrayed significantly less often in explicitly sexual poses, but significantly more often in submissive poses, than White models were. In Study 2, 64 students gave their impressions of eight models from either advertisements or fashion spreads whose race, immigration status, and stereotypic pose varied. The results showed that the impression of Black models in advertisements was counter to the stereotype of Black women. Within fashion photographs, Black or immigrant models in a submissive pose and White or non-immigrant models in an explicitly sexual pose were judged to be particularly intelligent and achievement-oriented. The implications of these results are discussed.     

An Analysis of Hyper-Masculinity in Magazine Advertisements

Hyper-masculinity is a gender-based ideology of exaggerated beliefs about what it is to be a man. HM consists of four inter-related beliefs, namely toughness as emotional self-control, violence as manly, danger as exciting, and calloused attitudes toward women and sex (Zaitchik & Mosher 1993). Adherence to HM is linked to a host of social and health problems in North America, such as dangerous driving and violence toward women (Parrot & Zeichner 2003). Advertising is believed to play a role in constructing hyper-masculinity (Kilbourne 1999). In this study, eight U.S. men’s magazines published in 2007–2008, differentiated by readership age, education, and household income, were analyzed for hyper-masculine depictions in their advertisements. Using a behavioural checklist with good inter-rater reliability, it was found that 56 % (n?=?295) of 527 advertisements depicted one or more hyper-masculine beliefs. Some magazines depicted at least one hyper-masculine belief in 90 % or more of advertisements. In addition, reader age, education, and income were all inversely related to the prevalence of hyper-masculine beliefs, with HM depictions presented more often in advertisements targeting young, less educated, and less affluent men. Implications of these findings for the well-being of men and society are discussed.     

Men and Women in Indian Magazine Advertisements: A Preliminary Report

Studies from developed nations indicate that women are generally portrayed in advertisements as homemakers, dependent on men, and sex objects while men are portrayed as dominant, authoritative figures. However, very few researchers have examined role portrayals in ads from developing countries. This study examined the portrayal of women and men in Indian magazine ads. Over 1,100 magazine ads from a wide range of magazines in 1987, 1990, and 1994 were examined. Results indicate that although the portrayals of women and men in Indian magazine ads have changed over the period, they are still portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem to be influenced by the nature of the product being advertised. Similarities and differences between role portrayals in Indian magazine ads and those from other nations are also discussed.

     

Distancing Through Objectification? Depictions of Women’s Bodies in Menstrual Product Advertisements

Terror Management Theory has led to suggestions that humans may distance themselves from menstruation in order to avoid reminders of their own corporeality and mortality, and the objectification of women has received empirical support as one means to do so. A content analysis of 240 menstrual product advertisements published in Seventeen and Cosmopolitan over 12 years was undertaken to look for evidence of objectification. Idealized images of women were common, lending support to the idea that these tactics can be used to provide distance from reminders of our own mortality, but overtly sexualized images were less common. The fact that nearly half of the advertisements did not include images of women may provide even stronger support for this idea. This indicated that a sanitized female body is not just being paired with reminders of menstruation, we are, literally, removing the female body entirely in many instances.     

Selling Sex to Radio Program Directors: A Content Analysis of Radio & Records Magazine

This study was designed to examine whether radio format and musical artists' gender predict sexual content in trade advertisements geared toward radio program directors. Advertisements were coded from one of the leading music trade magazines, Radio & Records magazine, between 2002 and 2003. Results indicated that overall women artists used sexual content in trade advertisements more often and to a greater degree than did men. In some cases, advertisements in radio formats with younger demographic markets, such as pop or hip-hop, also used higher levels of sexual content. It is concluded that the organizational context of the commercial music industry helps to perpetuate status differences between women and men artists, which may then bring about a cognitive bias in the field that promotes women artists' over reliance on using sexual content in trade advertisements.     

Images of Women in General Interest and Fashion Magazine Advertisements from 1955 to 2002

This study was designed to examine the portrayal of women in advertisements in a general interest magazine (i.e., Time) and a women's fashion magazine (i.e., Vogue) over the last 50 years. The coding scheme used for this analysis was based on the one developed by sociologist Erving Goffman in the 1970s, which focuses primarily on the subtle and underlying clues in the picture content of advertisements that contain messages in terms of (stereotypical) gender roles. The results of this study show that, overall, advertisements in Vogue, a magazine geared toward a female audience,depict women more stereotypically than do those in Time, a magazine with the general public as a target audience. In addition, only a slight decrease in the stereotypical depiction of women was found over time, despite the influence of the Women's Movement.     

Finding Their Place: Women and the Environment for Worship

Abstract

The history of the intersection between women and their worship-spaces is both simple and complex. This article begins to identify ways in which women have responded to restrictions on them in liturgical space and how they have interpreted that space. This task poses serious methodological challenges, identified here, and raises questions about ways in which women have found a place in and around church buildings during a history characterized by their restriction and exclusion. Using a variety of primary and secondary sources, women's action through patronage, fundraising and benefaction, in disobedience and disorder, is explored, together with ways in which women have exercised the natural authority of their religious gifts and experience, when their temporal authority wis limited and indeed have reinterpreted the meaning of the term ‘liturgical space’.     

Social Construction of Illness

Abstract

There is no question that a diagnosis of cancer has a significant impact on anyone, however, certain aspects of American culture and particularly the medical culture exacerbate the impact. This article supports the notion that a woman's experience of cancer is, at least in part, socially constructed, political in nature, and therefore, uniquely disempowering to women. Those cultural forces affecting women with cancer include the stigma, the socially-embedded self-definitions, and the practices that dominate the medical-industrial complex. This article demonstrates how the use of social constructivist therapy can assist women in disengaging from these cultural forces while engaging in new ways of thinking and behaving that, in empirical studies, have resulted in decreased progression of disease, longer survival rates, and more effective coping with cancer.