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1、Research, Trends and New Visual LanguageGender Bias in Advertising“This Girl Can” campaign from Sport EnglandIn 2017, discussions around gender and media have reached a fever pitch. Following a bruising year at the ballot box, fourth- wave feminism has continued to expand. From the Womens March to h
2、igh-profile sexual harassment trials to the increasing number of female protagonists gaining audience recognition in an age of “peak TV,” women are ensuring that their concerns are heard and represented.GENDER BIAS IN ADVERTISING2H The Tale of Four, a poetic rumination on dignity in crisis by Gabour
3、ey Sidibe; Come Swim, a surreal vision by Kristen Stewart; and 50/50, a timely womens rights documentary by Tiffany Shlain.Girlgaze, a project by the English photographer and media entrepreneur Amanda de Cadenet, bills itself as “the first multimedia platform committed to supporting girls behind the
4、 camera.” The project aims to help women break into the photography industry by raising awareness of how women tell visual stories. It features curators including supermodel Amber Valletta and photographer Inez van Lamsweerde. Contributors include Yara Shahidi, an idol for generation Z, dancer Maddi
5、e Ziegler, and TV host Alexa Chung, while a roster of female-identifying photographers rounds out the group.Jamillah by Bree Holt 11GENDER BIAS IN ADVERTISINGEmbrace by Jamie Pearl 12GENDER BIAS IN ADVERTISINGXxxxxxxThalia Mavros, founder of media platform The Front, places female ownership at the c
6、ore of her business model. “Even though we see a huge disparity in ownership, we still had a few potential investors aggressively challenge the importance of investing in female media entrepreneurs,” says Mavros. “A few heated arguments and door slams later, I am proud to say we are founded and run
7、by women, our investor has a female chief executive at the helm, and even our board of directors is all-female.”Heldman notes that this year the number of female leads in the top-grossing Hollywood movies broke 30% for the first time since the Geena Davis Institute began measuring the percentage. Bu
8、t she cautions that in Hollywood, even a huge success like Wonder Woman may not be enough to tip the scales in favor of more women-led action films.As in so many other areas, it will come down to whos making the films. “I think Hollywood could be making a lot more money if they did a better job of t
9、elling more and more authentic stories of womens lives,” Heldman says, “but without more women behind the scenes, we wont see more women on the big and little screens.”Grossman agrees: “Everyone likes great storytelling, and we all empathize with nuanced characters. But were more likely to see that
10、sort of work created about women if it is created by women.”Top left: Photography by Thomas Barwick. Courtesy Getty Images Bottom left: Photography by Hero Images. Courtesy Getty Images13GENDER BIAS IN ADVERTISINGMolly Cranna / Refinery29 for Getty ImagesTRENDS14GENDER BIAS IN ADVERTISINGGhostbuster
11、s, 2016 editionIts no secret that Hollywood has a diversity problem, but the industry may finally be taking steps to address its shortcomings and become more relevant to the women and minority groups that also buy tickets. And Wonder Woman is only the latest in what looks like a Hollywood sea change
12、.In 2016, a variety of minority-directed movies were critically acclaimed, including Moonlight, a coming-of-age story about a young African-American man, and Fences, starring Denzel Washington. In January, The Birth of a Nation, the story of the Nat Turner rebellion, smashed Sundance records when Fo
13、x Searchlight bought it for $17.5 million.2016 also saw advances for women in lead roles. There was a female-led Ghostbusters reboot, and women will also front the upcoming Oceans Eleven spin-off, while 2019s Captain Marvel with Brie Larson will ensure that more female leads are added the superhero
14、blockbuster genre.DIVERSE HOLLYWOOD15GENDER BIAS IN ADVERTISINGStar Wars: The Force AwakensStatistical analysis blog FiveThirtyEight has found that films that pass the Bechdel test had a higher return on investment than the median (a film passes if it contains dialogue between two women about someth
15、ing other than a man).The same trends play out at the box office: The female-fronted Star Wars: The Force Awakens was 2015s highest-grossing movie, taking more than $2 billion worldwide. Rap biopic Straight Outta Compton made almost $200 million, becoming the highest-grossing biopic of all time. And
16、 according to data from the Geena Davis Institute, out of the top 100 films of 2015, female-led films generated nearly 16% more at the box office than movies with a male lead.“If you try to be diverse for the sake of being diverse, its going to fail,” Jeff Shell, chairman of Universal, the studio behind Straight Outta Compton, told Variety. “The real reason to do it is that its good business. Our audience is diverse.”16GENDER BIAS IN ADVERTISINGHotdog magazineRecent years
