UNIT 1 Culture and Civilization PDF

UNIT 1 CULTURE AND CIVILIZATION English Culture and Civilization Patricia Coloma Peñate, PhD Degree in Primary Education ÍNDICE CONTENIDOS 1. Definition of culture 2. Definition of civilization 3. Cultural representations 2 2. DEFINITION OF CULTUR...

UNIT 1 CULTURE AND CIVILIZATION English Culture and Civilization Patricia Coloma Peñate, PhD Degree in Primary Education ÍNDICE CONTENIDOS 1. Definition of culture 2. Definition of civilization 3. Cultural representations 2 2. DEFINITION OF CULTURE Nota. Ada ptado de NIÑOS DEL MUNDO por https://www.freepik.es/vector-gratis/ninos- mundo_987327.htm#page=1&query=diversidad%20cultural&position=4 3 INTRODUCTION TO CULTURAL STUDIES Vídeo 1 The Danger of a Single Story Is it easy to define culture? Who is able to define culture? Can you define your own culture? This video shows Chimamanda Adichie’s TED Talk Youtube: https://www.youtube.com/watch?v=D9Ihs241zeg 4  A difficult endeavour… There are multiple ways to define culture. An example of this is American anthropologists' Kroeber & Kluckhohn compilation of 164 different definitions of culture. Apte (1994: 2001): “Despite a century of efforts to define culture adequately, there was in the early 1990s no agreement among anthropologists regarding its nature.” 5 Definitions of Culture “the complex whole which includes knowledge, belief, art, morals, law, customs, and any other capabilities and habits acquired by a man as a member of society” (Tylor, 1975: 21). Culture is “the study and pursuit of perfection” (Arnold, Culture and Anarchy, 1869). “the collective programming of the mind which distinguishes the members of one group or category of people from another” (Hofstede 1994: 5). 6 Definitions of Culture “a fuzzy set of basic assumptions and values, orientations to life, beliefs, policies… that are shared by a group of people, and that influence (but do not determine) each member’s behaviour and his/her interpretations of the ‘meaning’ of other people’s behaviour” (Spencer-Oatey 2008: 3). ‘... the set of attitudes, values, beliefs, and behaviors shared by a group of people, but different for each individual, communicated from one generation to the next’ (Matsumoto 1996:16). 7 A Historical Overview of the concept of culture In order to narrow down these approaches to the definition of culture, it is necessary to highlight that HISTORICALLY culture has been interpreted in 3 different ways: - As an intellectual or artistic product - As a universal quality intrinsic to mankind - As a specific knowledge that is acquired through socialization 8  Culture as an artistic product Matthew Arnold, Culture and Anarchy (1867).: He promoted an elitist and somewhat elitist view of culture. "Culture being a pursuit of our total perfection by means of getting to know, on all the matters which most concern us, the best which has been thought and said in the world”. (Culture and Anarchy (1869) preface.): 1. The ‘cultural elite’ (a combination of elements of the aristocracy and educated middle class) felt they could still command cultural deference (and thus control). For Arnold, against the rapid social changes brought by the Industrial Revolution culture was a mean to keep social order and authority. Through cultural deference and subordination. He was NOT INTERESTED in popular culture. F.R. Leavis and Queenie Leavis (known as ‘the Leavises’) in the 1930s: The Leavises’ perspective on ‘Mass civilization’ and ‘mass culture’ (popular and middle class productions) threaten to put society into ‘irreparable chaos’. They proposed that schools and universities implement “training in resistance [to mass culture]…[by a culturally] armed and active minority” ***These two theories illustrate the anxieties of the ruling class during the Industrialization period, the rise of the middle and popular classes. They lamented the spread of ‘democratic sentiment’ which made possible the reversal of the traditions of taste and the canon of culture ‘by popular vote’. Such ‘popular power’ threatened traditional social order. 9  High vs Low Cultures according to the Leavises Walton, David. 2008. Introducing Cultural Studies: Learning through Practice. London: SAGE(p.37). 10 High vs Low Cultures according to Adorno While the Leavises thought that low culture would lead to cultural disintegration and anarchy, marxist critic Theodor Adorno saw it as a way to further impoverish the lower classes, the true victims of industrialization: For Adorno, mass culture (culture industy) was a powerful tool to control society. It constitutes a mechanism through which social consciousness can be manipulated. Mass culture produces a reality that shapes individuals’ perceptions. 11 High vs Low Cultures according to Adorno 12 Culture as a universal quality intrinsic to mankind Edward Tylor, Primitive Culture (1871). “the complex whole which includes knowledge, belief, art, law, morals, custom, and any other capabilities acquired by man as a member of society” (1871, p. 1). A. He is considered the father of “cultural anthropology” B. He analyzed the relationship between “primitive” and “civilized” societies, and social groups were arranged from “savagery” to “civilization” 13 Culture as a specific knowledge that is acquired through socialization Franz Boas (20th century): "civilization is not something absolute, but... is relative, and... our ideas and conceptions are true only so far as our civilization goes" He reacted against Arnold and Tylor by emphasizing “CULTURAL RELATIVISM”: The notion that “all systems of morality and ethics, which vary from one culture to another, are equal and that no one system is superior to another. A person’s beliefs and value system should be understood in the context of their own culture, not according to the criterio of another culture”. (Arat 2022,1) For Boas Culture is a unique phenomenon of each civilization. His view was Non- ethnocentric and fought against racism. 14  How do cultures evolve? Vídeo 2 How Do Cultures Evolve? - featuring Edward Burnett Tylor — Edward Tylor Anthropology Theory #1 Unilineal view of evolution Societies evolve from older barbaric forms to civilization. Those that don’t evolve are “stuck”. Vs Franz Boas Multilineal view of evolution Cultural relativism https://www.youtube.com/watch?v=9M7pKi-3o18 34 BUT HOW IS IT SEEN NOW?? A FEW PERSPECTIVES Anthropologically speaking and according to Kenneth J Guest, culture is now understood as “a system of knowledge, beliefs, patterns of behaviors, artifacts, and institutions that are created, learned, shared, and contested by a group of people” (Guest 2023, 40). 1. Culture is CREATED, INVENTED 2. CONTESTED…(to understand this idea check the exercise in the next slide) PRACTICE EXERCISE 1- Critical analysis of cultural definitions Read Wen Shu Lee’s definitions of culture (document is uploaded on CAMPUS VIRTUAL- UNIT 1) and answer the following questions: 1. What do Lee’s definitions of culture show us? 2. What is her specific point when analyzing them? 3. Which one does she prefer? Why? 4. What does Lee describe Guest’s “contested” idea? What metaphor/ action does she use to describe contestation (dispute) ? 17 Levels of Culture In analysing culture, one must distinguish between 3 different levels: A) Observable artifacts: How do people behave? B) Values: Why do people behave in a certain way, according to them? Debatable, exposed values. C)Basic underlying assumptions: Why do people really behave in a certain way? Non- debatable, taken-for-granted values. 18  Edward T Hall (1970s) suggested that culture is analogous to The Iceberg Model an iceberg in that only about 10% of the iceberg is visible at any given time and that a large part of it is hidden beneath Vídeo 2 the surface. Cultural Iceberg Culture has components that are external facing or above the surface and visible, and most of the culture, about 90%, is hidden below the surface. The iceberg analogy of culture is highly referenced as it illustrates how much of culture is invisible and intangible. It also demonstrates that values and beliefs are deeply set. The cultural iceberg, like any analogy, is limited. For example, the image of the iceberg is static and fixed, while culture is dynamic and complex. Culture is not a 'thing' as this image suggests, and the iceberg is used as a means of illustrating a concept. This video summarizes t Hall’s Iceberg notion https://www.youtube.com/watch?v=woP0v-2nJCU 16 Defining the limits of culture Culture is learned, not inherited Culture influences biological processes Culture is associated with social groups Culture is both an individual and a social construct Culture is learned through socialization Culture is subject to gradual change 20 Culture is learned *Culture derives from one’s environment. It should be distinguised from human nature (the universal mental software). * Human nature is feeling emotion, culture is managing those emotions. * Personality is also a mental software which is specific to a person. 21 22 Culture influences biological processes Human nature is eating to survive. What we decide to eat, however, is part of our culture. Culture is associated with social groups: For something to be considered cultural, it must be shared by some type of social group: Nation Social class Region Role category Gender Job category Generation 23 Culture is both an individual and a social construct Individual differences can be found within cultures. Our self-conscience contributes to the acceptance or rejection of a certain culture, and to what extent. The failure to recognize the existence of individual differences in culture has led to the creation and maintenance of stereotypes. 24 Some key terms: STEREOTYPE: (COGNITIVE): How go I categorize and label a person? Pre-fixed ideas -generally unfavorable- on the ways of being of members of a group. PREJUDICE: (AFFECTIVE)- How do I feel about a person? What are my attitudes towards him/her? Devalues certain groups because of their behaviors, values or attributes. People are prejudiced towards another group when they support stereotypes on certain groups and apply it to individuals. People who pre-judge, assume that all members of the group will act “as they are supposed to act” (in accordance to the stereotype) and interpret a wide spectrum of individual behaviors as evidence of the stereotype. They use these behaviors to confirm their stereotype (and low esteem) of the entire group. 25 DISCRIMINATION: (Behavioral)- How do I act towards a person? Refers to the policies and practices that harm a group and their members. It can be de facto (practiced but not legally determined) or de jure (part of the legal framework). RACE: A cultural category that dividesthe human race into subspecies on the basis of supposed biological difference. However, according to Lalueza (2001) races are a social invention, with no supporting biological basis. There are no objective reasons to divide human beings in any other category than species: races are empty categories. 26 Culture is learned through socialization 27 Culture is subject to gradual change - Culture is not static - Culture experiences a gradual process of change - Most ideas and behaviour patterns of a culture have their origin in another culture: cultural diffusion. 28  CULTURAL DIFFUSION In her sociological definition of CULTURAL DIFFUSION Ashley Crossman (2019) notices how it is : A. “a social process through which elements of culture spread from one society or social group to another, which means it is, in essence, a process of social change.” That is, cultural elements are transferred from one culture to another: B. “It is also the process through which innovations are introduced into an organization or social group, sometimes called the diffusion of innovations.” Modern cultures as we know them now also SHARE changes and innovations (think about technology! TV platforms!). WHAT THINGS DO THEY SHARE? C. “Things that are spread through diffusion include ideas, values, concepts, knowledge, practices, behaviors, materials, and symbols.”  General Principles of Cultural Diffusion 1.The society or social group that borrows elements from another will alter or adapt those elements to fit within their own culture. 2.Typically, it is only elements of a foreign culture that fit into the already-existing belief system of the host culture that will be borrowed. 3.Those cultural elements that do not fit within the host culture's existing belief system will be rejected by members of the social group. 4. Cultural elements will only be accepted within the host culture if they are useful within it. 5. Social groups that borrow cultural elements are more likely to borrow again in the future. REFERENCES: Arat, Andrew. 2022. Global Journal of Sociology and Anthropology ISSN 2756-3456 Vol. 11 (3), pp. 001, September. 2022. Crossman, Ashley. “How Cultural Diffusion Changes Our Societies.” ThoughtCo, ThoughtCo, 6 Oct. 2019, www.thoughtco.com/cultural-diffusion-definition-3026256. Guest, Kenneth J. Essentials of Cultural Anthropology: A Toolkit for a Global Age. WW Norton & Co Spencer-Oatey, H. (2012) What is culture? A compilation of quotations. GlobalPAD Core Concepts. Available at GlobalPAD Open House Walton, David. 2008. Introducing Cultural Studies: Learning through Practice. London: SAGE 31 DEFINITION OF CIVILIZATION 32 2. DEFINITION OF CIVILIZATION https://images.pexels.com/photos/5819235/pexels-photo- 5819235.jpeg?cs=srgb&dl=pexels-lachcim-kejarko-5819235.jpg&fm=jpg 33 What is civilization? If we look at a dictionary’s definitivo of Civilization, we come accross the following one“the action or process of civilizing or of being civilized; a developed advanced state of human society” (Oxford English Dictionary). BUT??? What does “advanced” mean? Higher intelligence? OR A high level of cultural and technological development? 34 What comes to mind when we hear the word civilization? Imagen civilización adaptada de: https://images.pexels.com/photos/6723863/pexels-photo- 6723863.jpeg?cs=srgb&dl=pexels-lan-yao- 6723863.jpg&fm=jpg 35 Etymologically speaking… The word civilization comes from the Latin term civitas, or “city”, which is why it is normally related to urban societies, discriminating against nomadic people or people who live in settlements that are not considered urban or do not have a state-level organization. 36 Anthropologically speaking… -Traditionally, civilization has been used as an opposite to the word barbarism and a synonym of the word culture: “Chinese civilization”, “Egyptian civilization”…. -Arnold equated mass culture to barbarism, and high culture to civilization. -During the late 19th century and early 20th centuries, it was widely believed in Europe that human communities were involved in a process of progression or advance towards civilization. 37  WHO IS MORE CIVILIZED??? Civilization and Ethnocentrism There is a tendency to use the word civilization to refer to a certain type of society with a certain type of values. Evaluating a culture according to the standards and expectations of a different culture is problematic, and is called ethnocentrism. It is problematic because it risks developing the idea that some cultures are better than others and, in extension, that some races are superior to others. The notion of White Man’s Burden The White Man’s Burden (Apologies to Rudyard Kipling)” Judge, April 1, 1899 Author: Victor Guillam Source: https://commons.wikimedia.org/wiki/File:%22The_White_Man%27s_Bur den%22_Judge_1899.png 38 Civilization and Racism Is race a biological or a social reality? Race is “the idea that the human species is divided into distinct groups on the bases of inherited physical and behavioural differences. Genetic studies in the late 20th century refuted the existence of biogenetically distinct races, and scholars now argue that ’races’ are cultural interventions reflecting specific attitudes and beliefs that were imposed on different populations”. Extracted from https://www.britannica.com/topic/race-human While race refers to physical features, ethnicity refers to religion, traditions, customs, nationality and tribal affiliation of a particular group of people. 39 Modern Civilization Many authors claim present society has seen a rise in individualism, which has caused the detriment of solidarity, social relations and, therefore, individual happiness. Rebecca G. Adams and Graham Allan in (1998) claim it is the contemporary neoliberal capitalist market that has influenced the current dynamics of social relations. Individuals are driven towards consumerism and are more independent (people don’t need each other anymore for physical survival in urban cosmopolitan areas). 40  AN ANTHROPOLOGICAL EXAMPLE: The Swedish Theory of Love : A documentary Directed by: Erick Gandini- 2015/76 min Audio Tracks: ENG/SWE Sweden is typically portrayed as having a perfectly organized society in which everyone has equal opportunities for an independent existence. One upshot is that people don’t need to ask anyone else for help or favors, bringing contact between individuals to an absolute minimum. Half the population lives in single households, and more and more women are choosing for single motherhood through artificial insemination. Meanwhile, the number of people dying alone is continually on the rise. The woeful succession of sperm banks, deserted neighborhoods and forgotten deaths casts a disturbing light on the downside to an independent society in which the only truly social activity appears to be searches for missing persons. 41 The film raises the fascinating question of why a life lived in such security and safety should turn out to be so unsatisfying. Some Swedes are putting up courageous resistance: young people are organizing gatherings in the woods to surrender to emotions and caresses; a successful surgeon moved away to Ethiopia, where despite the lack of material wealth he relearned the value of community. In conclusion, maverick sociologist Zygmunt Bauman explains why a trouble-free life isn’t necessarily a happy one. Source: https://www.idfa.nl/en/film/991c8d0a-be48-4dd3-a9b7-51244046f148/the- swedish-theory-of-love 42 3 Cultural Representations and Misrepresentations: Popular Culture SOURCE:https://images.unsplash.com/photo-1631404359645- ccf07f3694d6?ixid=MnwxMjA3fDB8MHxwaG90by1wYWdlfHx8fGVufDB8fHx8 &ixlib=rb-1.2.1&auto=format&fit=crop&w=800&q=80 43 The Rise of Popular Culture Origins in the 19th century. Political and social disruption. 20th century: influence of mass media and rise of Capitalism DEFINITIONS OF POPULAR CULTURE: John Storey, Cultural Theory and Popular Culture (2019), provides six definitions of the term: 1. A product that is widely favored 2. Everything that is not High Culture 3. Commercial objects produced for mass consumption 4. Folk culture, something that arises from the people and is anti-elitist 5.Pop culture is negotiated: partly imposed by the dominant classes, partly changed by the lower classes. 6. A neutral product that is there only for leisure, and people may accept or reject it. 44 Global examples of pop culture One of the effects of globalization is the rise of global “pop culture” which some refer to as a process of Americanization because the US is by far the biggest producer of popular culture goods. One of the most common examples: Disney. 45 Representations of Low Culture SOURCE: https://irdefense22012.wordpress.com/tag/low-culture/ 46 Low culture in the UK: The “chav” Vídeo : Ri se ofthe chav A chav is a “young person of a type characterized by brash behaviour (usually with connotations of a low social status)”. 47 Vicki Pollard / Chavs - Advert Vicky Pollard, popular character from English tv show Little Britain. She is a moody, obnoxious Bristol teenage girl incapable of doing anything but gossiping. Here she inpersonates a CHAV. 48 Representations of old legends and myths SOURCE: https://www.freepik.com/free-vector/cute-mermaid-with-animal- sea-theme-scene-cartoon-style- isolated_9136186.htm#page=1&query=little%20mermaid&position=14 49 The mermaid Stories about mermaids date back as far as 1000 B.C. and appear in a variety of cultures. Traditionally they are known for their beautiful singing, which enchants people, especially men (they have been blamed for causing shipwrecks). The most famous mermaid story is Hans Christian’s fairy-tale The Little Mermaid, but its original version is more macabre than Disney’s. In the original adaptation, the prince marries another person, forcing the little mermaid to choose between killing him and going back to being a mermaid or becoming sea foam. In the end, her love is so pure that she becomes a spirit of the air. 50 Hercules Disney erased the darker side of Greek mythology in its adaptation of the figure of ‘Hercules’. In the original story, Zeus commits adultery with a human woman and Hera puts a curse on Hercules, causing him to lose his mind and murder his wife and children. Sources: image 1. https://www.muycomputer.com/2020/05/04/hercules/Image 2: https://redhistoria.com/hercules-el-heroe-tebano/ 51 The vampire The evolution of the vampire legend: from an object of fear to the teenage superhero. The image of the vampire has evolved into a completely different category: In the 21st century, there is a lack of Gothic mood when it comes to vampires. Bram Stoker’s Dracula is frightening (sharp nails, covered in blood), whereas Meyer’s Edward Cullen has an “angelic” beautiful appearance. The correlation of vampires with beauty is meant to seduce their prey. The contemporary representation of the vampire: no longer a complete evil stranger who wants to do harm. Instead, the vampire has become the figure of a superhero, a protector of humans with superpowers that are fascinating. 52 EXERCISE Can you think of other examples of myths or legends in contemporary culture? Find an example of a popular representation of a myth or a legend and explain its original meaning and how it has evolved. 53  What is Orientalism?? Video: Ori entalismo y poder: Podremos dejar atrás los es tereotipos? | BBCIdeas Edward Said, 1978. - The notion that Western society is the right type of culture, and is opposed to the Orient, an exotic and mysterious place that is defined according to Western values. - The Orient therefore becomes the cultural ‘Other’ and is considered inferior (stereotypical ’knowledge’). https://www.youtube.com/watch?v=ZST6qnRR1mY 54 The exoticness of the Middle East Disney has also been criticized for perpetuating Orientalist stereotypes, as can be seen in the movie Aladdin, which fails to portray the real Middle East. “The film was criticised for perpetuating Orientalist stereotypes of the Middle East and Asia. The American-Arab Anti Discrimination Committee saw light-skinned, Anglicised features in the heroes Aladdin and Jasmine that contrasted sharply with the swarthy, greedy street merchants who had Arabic accents and grotesque facial features.” http://www.bbc.com/culture/story/20170714-the-aladdin-controversy-disney-cant-escape SOURCE: https://www.freepik.com/free-vector/aladdin-lamp-shelf_4426489.htm#page=1&query=aladdin&position=26 55 EXERCISE Can you think of other examples of Orientalism in contemporary society? Find examples in contemporary discourse where the cultural ‘other’ is portrayed as stereotypical, as inferior to Western culture. You can look for advertisements, news, images, videos… 56 Popular culture: a tool for mass manipulation? 57 Pop culture is central to nowadays culture “Mass-produced popular culture is part of the disruptive process associated with urbanization and industrialization that erodes previously accepted social values, creating atomization and the possibility for mass propagandizing or a climate in which elites can employ the mass media in a systematic manner to exploit, manipulate, and persuade the people (Strinati, 1996:4–9) WORLD OF ADVERTISING (1950S) The primary goal of marketing companies and its affiliated media companies is to create a consumer generation dependent on the cheap way of entertainment. Properly targeted advertising can literally create a history for the products - the benefits are sideways... The enjoyment of shopping and ownership has become a synonym for happy life. Advertising is not only about promoting products and services, but also about promoting a certain way of life, a lifestyle that comes down to some conviction that the world of marketing wants to hit us. (Ambrosy , M. & Sokolovská, d.: 2018, 282) POPULAR CULTURE AND MASS MEDIA * Mass media have the capacity to influence people to a significant degree, and not always in a positive way. The freedom of content in mass media is often only illusory because the agenda setting in media is often enforced. The aim of the media is to be a gateway to the surrounding world and the images in our heads, while introducing the idea of pseudo-environment – an outlook on the world that is, in confrontation with reality, always partial and often inaccurate. As such…It can lead to MANIPULATION Manufacturing Consent: The Political Economy of the Mass Media (1988)  PROPAGANDA MODEL The propaganda model is a conceptual model in political economy advanced by Edward S. Herman and Noam Chomsky to explain how propaganda and systemic biases function in mass media. The model seeks to explain how populations are manipulated and how consent for economic, social and political policies is "manufactured" in the public mind due to this propaganda. STRATEGIES OF MANIPULATION: 1. Media Concentration: When media is controlled by big corporations it restricts the public’s access to information. 2. Propaganda and Spin: Selectively presenting information, using emotional appeals, demonizing opponents, and distorting facts to shape people’s views in a desired direction. 3. Manufactured Crises: Governments and other powerful entities can exploit crises or create false crises to rally public support for their policies or actions. FEAR serves to create a sense of URGENCY and manipulate people. 4. Political Rhetoric and Demagoguery: Political figures employ a rhetoric – emotive language, use of stereotypes to create fear-that aims to manipulate public feelings. 5. Control of Language and Framing: Those in power control the dominant narratives and use euphemisms and framing to control public discourse and limit critical thinking. 6. Diversion and Distraction: diversionary tactics (sensationalized news stories, celebrity gossip, or trivial matters)are employed to shift public attention away from critical issues. 7. Control of Education: Education systems are used to shape generations according to their interests. 8. Surveillance and Control: Those in power aim to monitor and surveil (spy) the population’s behaviors, actions, dissent… Have you ever thought about how social media platforms can contribute and aid governmental surveillance ? No longer is surveillance necessarily interpreted as a threat but rather “as a chance to display oneself under the gaze of the camera” (Ernst, 2002: 461). 9. SUPPRESSION OF DISSENT: censorship, intimidation, character assassination, and legal actions to discourage or punish those who challenge the dominant narratives. THE BLACK OUT CHALLENGE The ‘Blackout Challenge’ Has Resurfaced On TikTok, And It’s Still Just As Dangerous As It Was 17 Years Ago The "blackout challenge" has been around since at least 2008, according to People, but it started making the rounds on TikTok again back in 2021. Experts have warned young users not to try the trend, which was linked to more than 80 deaths back when it first emerged, per the CDC. In November 2022, a Bloomberg Businessweek report linked the challenge to at least 15 deaths in children 12 and under in the previous 18 months, plus an additional five deaths in children aged 13 and 14. 64 Pop culture and Gender Does pop culture perpetuate stereotypes and gender roles? Adrienne Trier-Bieniek, in Feminist Theory and Pop Culture: “popular culture often degrades and objectifies women, creating unrealistic social expectations” (p.23). A woman must always try to improve the way she looks, and embrace her femininity. Femininity = power 65  POP CULTURE AND GENDER Vi deo:The House Bunny (2008) Check the following scene from the movie The House Bunny (2008). Does this scene seem conventional? Have you seen this type of scene in other movies? Context: Shelley, an aspiring Playboy Playmate, tries to help the members of a sorority who are considered socially awkward to attract boys and get back at the sorority that rejected her. 59 https://www.youtube.com/watch?v=61cBscxr69E  POP CULTURE AND GENDER How much does pop culture and Advertising and Pop Cultures Representations of Gender mass media influence us? Here are some examples of gender stereotypes that are represented in advertising. https://www.youtube.com/watch?v=3DOw4pklkNk 67  Gendered Marketing: GENDERED MARKETING | The Checkout Gendered marketing is dividing target audiences into the binary women and men categories and then building messages for both groups based on preconceived assumptions and notions that you have about men and women. a. Do you think that this type of marketing is still successful? b. Are gender roles so fixed actually? c. Can you think of an example? https://www.youtube.com/watch?v=3JDmb_f3E2c 68 References Storey, John. 2019. Cultural Theory and Popular Culture, 8th ed. New York: Routledge. 69 Thank you 70 Patricia Coloma Peñate [email protected] UCAM Universidad Católica de Murcia © UCAM