Gender Representation in New Media Through Global Calendar Photographs

Gender Representation in New Media Through Global Calendar Photographs

Zaliha İnci Karabacak, Özlen Özgen
Copyright: © 2022 |Pages: 19
DOI: 10.4018/978-1-6684-4511-2.ch027
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Abstract

New media that enables access to more people is a preferred platform by Lavazza for bringing together consumers from all around the world within the framework of coffee culture by means of photography. Lavazza calendar photos (1993-2012) have been analysed using Dyer's non-verbal communication means and lines of appeal under the following headings: “Sexually Highlighted Female Body in Lavazza Calendar Photos,” “Different Sexual Orientations as Secondary Emphasis of Lavazza Calendar Photos,” “Idealized Body Look of Models of Lavazza Calendars,” “Roles of Women and Men in Family in Lavazza Calendar Photos,” “Queens and Superheroines in Lavazza Calendars,” “Widespread Representation of White Race in Lavazza Calendar Photos,” “Italian Cities and Italian Local and National Items in Lavazza Calendars,” “Signs of Different Geography, Culture and Life Styles in Lavazza Calendar Photos,” and “Lines of Appeal in Lavazza Calendar Photos.” According to the findings, both non-verbal means of communication in terms of gender and lines of appeal in Lavazza calendar photos in new media have changed over the years.
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Background

Body Culture

Female body is associated with the earth in many cultural traditions. A metaphorical relationship has been established between the earth - which is considered as a source of life - and the fertile female body. In the patriarchal order, the earth (female body) is regarded as a means of carrying the seed (sperm of the male) which lost this positive meaning (Berktay, 1996). Men, who took over the dominant role in social life, caused values and meanings attached to women to change.

It is stated that two important developments shaped the culture of the body in the post-17th century epoch and have continued into the modern period. The first development is the psychological and biological differentiation of the body through the innovations in medicine. The second one is gendering of the body from a sociological perspective. It is emphasised that the female body is the opposite of the male body representing rationality and is expressive in service to male aspirations and ideology (Joy and Venkatesh, 1994: 341). In this sense, the female body is seen as subordinated to the male body.

The body is under social control in terms of the transmission of cultural values, rewards and punishments (restricting the activities, hurting or even killing). This control is observed to be more intense on the female body (User, 2010: 137).

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