How Posing Bleeds Into Gender Norms

 Codes of Society on Gender

The documentary, Codes of Gender, examines the relationship between a woman bending her knee versus a man power-fisting through Erving Goffman’s findings on society’s relationship with gender. Feminine and masculine have been perceived as the norm and placed as a standard societal practice. The gender codes in advertising establish the gender norms and practices society has adopted. Highlighting the way women versus men are posed in photographs constantly restores the gender codes Goffman examined.

Feminine Contrasting with Masculine

Women are often shown as weak, vulnerable, easily dominated through the poses of lying on their backs, exposing their necks, and sexualizing anything that can be. 

As shown here, the model is looking away, knee popped, with the clothing falling off her shoulder. She appears to be aloof and unfocused. Under Goffman's examination for codes in advertising, this female model would be unprepared, unbalanced, and not in control of her environment. 

On the other end, the majority of society is used to seeing men in a power stance–– arms crossed, eyes focused forward and intense. Or as simple as a fist slamming into a surface to assert power. 

When a male is posed in the same position as a female, it shakes up the norm.  Here is a male model touching his head and in a rather feminine position with the knee popped as well. 

Goffman noted that when the norm is shaken up, that's when an audience or the consumer notices the weirdness of the original pose. 

Through mass media and advertising, there are significant examples to show each side of the gender coin. When the two sides no longer matter, like women showing up as superheroes or single, childless, and happy, the norm is challenged. 

Society isn't always prepared to jump on the bandwagon.

Advertising the Gender Norms in Media

Goffman spoke on several codes addressing the perception of what makes a man –– a man. The strength, no emotions to be had, and controlling the environment are only some observations.

Advertisers, as noted in the documentary, feel the need to be cautious when advertising jeans as Ambercrombie & Fitch did with wanting to assure those male models with six-packs assured the continuation of strength equating to being a "proper" man.

The same goes for actors in Hollywood. When an actor bulks up for the newest superhero movie, the press and audience hold an admirable gaze. The press has to ask questions about how they succeeded in the new addition to their image. As if it's a new development on their resume. They are applauded.

Even People magazine, who notoriously pick the "Sexist Man Alive," it's nearly always someone who is muscular and dominant in their field. Actors like George Clooney and Chris Hemsworth, including last year's Micheal B Jordan, have been picked to be on the cover. They are obvious picks who fit into the norm of what consumers are used to seeing –– good-looking, strong men who women tend to faun over. 

However, in 2017, Blake Shelton caused a stir by being picked. He, in the world of Hollywood or in the media, does not fit in the norm of what an audience is used to seeing due to the way men are advertised. He's not overly bulked out for a role or necessarily attractive to the Hollywood standard. He challenged the norm. 

This is why having an actor like Justin Baladoni, known for his role in Jane the Virgin, speak out against these norms can be vital to showing how detrimental the gender stereotypes can be to society. Justin Baladoni openly spoke about the pressure "to be a man" in his TED Talk.

Watch Justin Baladoni's TED Talk on "Why I'm done trying to be 'man enough'"

Normalization on Social Media

Foucault states, “Power is everywhere.” Gender roles and norms go hand in hand with power because of the language advertisers, celebrities, and those who society places on a pedestal use as examples to reintegrate those roles and norms.

Social media influencers pose in front of a camera constantly. It's how the majority keep consistent with a following and build a following. Looking at individuals like the Kardashian family, whether we want to admit it or not, they have a massive influence on the perception women hold or should hold in today’s world. 

The normalizing power advertisers hold on how women pose has bled into the world of Instagram. Similar poses and filters create the fantasy or the illusion of the “ideal.” Even though social media influencers are most likely posing themselves, women like Addison Rae can pay for professional photos. Those photos look similar to the photographs Goffman examines.

One can find pictures of women looking over their shoulders, not looking straight into the camera, and usually sexual while also being photoshopped or face-tuned, which is a whole problem on it's own.

Social media has added a stir to the gender norms set in place, while also normalizing the power advertisers already had. Influencers, Instagram models, and celebrities can now post photos, whether highly photoshopped or real, to perpetuate the cycle of already established norms or to go the exact opposite.

Either way, social media continues the cycle Goffman examined and the power Faulcaut spoke about.

Photograph Citations:

Amjad Afridi . January 31, 2018. Photograph. Wikimedia Commons. https://commons.wikimedia.org/wiki/File:Amjad_Afridi,_male_model_seated.jpg.

Blake Shelton . July 1, 2017. Photograph. Wikimedia Commons. https://commons.wikimedia.org/wiki/File:Blake_Shelton_July_2017_(cropped).jpg.

Chris Hemsworth . July 22, 2017. Photograph. Wikimedia Commons. https://commons.wikimedia.org/wiki/File:Chris_Hemsworth_(35409306124).jpg.

Congleton , Nathan. Kim Kardashian West. June 13, 2018. Photograph. Flickr. https://www.flickr.com/photos/nathancongleton/40988773440.

Female Model . Photograph. Max Pixel . Accessed September 4, 2021. https://www.maxpixel.net/Female-Model-Woman-Model-Posture-Portrait-Sexy-5660060.

Gisele Bundchen . Photograph. Wikimedia Commons. Accessed September 3, 2021. https://commons.wikimedia.org/wiki/File:Gisele_Bundchen2.jpg.

Hand. March 12, 2017. Photograph. Ph. https://pxhere.com/en/photo/1105720.

Instagram Symbol . August 10, 2016. Photograph. Pixabay. https://pixabay.com/illustrations/instagram-symbol-logo-photo-camera-1581266/.

Restroom Bathroom Sign . June 14, 2014. Photograph. Pixabay. https://pixabay.com/vectors/restroom-bathroom-sign-ladies-304987/.