By Joyce Kryszak
Buffalo, NY – In the days of early art, women were, most often, portrayed merely as the focus of what is called "the male gaze." Today, women are seen much more frequently in the numerous venues of modern art and media. But the increased exposure hasn't necessarily improved their image. The American Association of University Women is hosting a panel discussion tonight on the Portrayal of Women in Mass Media.
The dissonant harmony of Archie and Edith Bunker singing "Those Were The Days" wasn't the only thing that made audiences uncomfortable in the 1970s. "All in the Family," the most biting satire ever to hit TV, challenged stereotypes of race, class and gender. And that caused considerable squirming among the post-"Father's Knows Best" crowd. But Dr. Elayne Rapping, a UB professor of Women's Studies and a media scholar, says it was a time of progressive thinking in America - particularly for women. And that, she's says was reflected by the media.
"Women said we don't want to see Mrs. Cleaver anymore," Rapping said. "We want to see images of strong, powerful role models. And the media responded by giving us much more of that than people remember, I think."
Along with rather reluctant feminists like Edith Bunker, the push for women's rights ushered in such TV characters as Mary Tyler Moore, Murphy Brown, Cagney and Lacey, and later, the brash Roseanne. Rapping says the cry for social change also influenced the making of TV movies, such as the provocative "The Burning Bed," the first movie to tackle domestic violence.
The classes that Rapping teaches at UB are centered around putting these social shifts into historical context. She says that's important, because young women and men need to be aware of when and why changes in media representation occur. And in recent years, Rapping says there has been a decidedly negative sea change.
"If you look at the media today, starting with "Melrose Place" and "Aly McBeal," and now you've got all these shows "Friends" and so on, where it seems as though on television that women are doing just great," she said. "And I will hear women students say this, "oh it's all cool, you know."
But Rapping says it's not all cool. She says the growing tide of conservativism that began in the 80s has swelled even more since 9/11. And she says that has meant the silencing of dissonant voices like women in the media.
"Feminism tends to bloom and blossom in times of progressive social movement," Rapping continued. "And in times when social movements in general are being repressed, then feminism also tends to suffer."
So, she spends a lot of time educating her students abou the realities of fantasy. That old slogan "You've come a long way baby" has now become more like "Victoria's Secret." Rapping says, in the social vacuum, the media has focused on selling to women - now more than ever.
"You see this stuff, and you feel like you're not okay if you don't have it," she explained. "And so, there's a sense of great anxiety and stress, like these ads, 'don't hate me because I'm beautiful.' Well, people do hate her. And they try so hard, and they buy all these things, in order to create this fantasy world that we see on television."
And that sexy image is even targeted to those who are just learning what it means to be a woman.
"These little girls. They're marketing to kids who are eight to 12 years old now -- of buying this stuff that looks sexy. They want to look like Britney Spears and all that," Rapping said. "It's a rare child who has the inner strength and confidenceto resist those images."
That's why, she says, it's so important that parents watch TV with their daughters, and their sons, to correct the distorted feminine images. In fact, Rapping believes, women's studies should be taught beginning in kindergarten. UB student Liz Hogan agrees. Hogan says Rapping's class has been a real eye opener.
"I think that we take the media for granted," Hogan said. "And we think that everything around us is very innocent and benign. I think there's more to it, I think we need to know about it, and this is how you do it."
The American Association of University Women, along with the YWCA and several other local women's organizations are sponsoring the panel discussion Friday night at Samuel's Grande Manor. Professor Rapping and and three other presenters will talk more about the portrayal of women in the media, both nationally and internationally.