Abstract

Erving Goffman’s gender display framework is a typology of nonverbal posing codes that connote the subordination of women in commercial imagery and a prominent tool for assessing visualizations of gender stereotyping in mass media. Researchers have recently begun to apply the advertisement-based framework to a new context: user-generated social media photos. Despite findings that gender display appears prevalent in such images, deeper critical examinations of how the framework changes when applied across media contexts have not been meaningfully undertaken. Drawing from the interplay of Goffman’s concepts of hyper-ritualization and commercial realism, I argue that the manifestations and interpretive implications of gender display are contingent upon the standard of realism at play, proposing a standard of networked realism that differently modulates gender display in user-generated photography. Ultimately, I suggest that gender display must be more thoroughly contextualized in networked media research and provide a groundwork for future feminist studies of visual gender stereotyping.

中文翻译：

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超越“商业现实主义”：将Goffman的性别显示框架扩展到网络媒体环境

摘要

欧文·高夫曼（Erving Goffman）的性别显示框架是一种非言语摆姿势的类型，表示商业形象中女性的从属地位，也是评估大众媒体中性别陈规定型形象的重要工具。研究人员最近开始将基于广告的框架应用于新的环境：用户生成的社交媒体照片。尽管发现性别显示在此类图像中很普遍，但是对于框架如何在跨媒体环境中应用时如何发生变化的更深入的批判性检查尚未有意义地进行。从戈夫曼的超仪式化和商业现实主义概念的相互作用出发，我认为性别展示的表现形式和解释性含义取决于所发挥的现实主义标准，提出了一种网络现实主义标准，该标准可以不同地调节用户生成的摄影中的性别显示。最终，我建议在网络媒体研究中必须更全面地了解性别显示，并为未来的女权主义视觉性别定型观念研究打下基础。