I hope everyone’s had a great Spring Break so far!
In Eileen Meehan’s piece, Gendering the Commodity Audience: Critical Media Research, Feminism, and Political Economy, she notes that, in terms of television advertising, “The logic of profit should drive advertisers to demand shoppers regardless of the gender, social status, race, age, ethnicity, sexual orientation, etc.,” but points out the disregard advertisers tend to have for audiences that do not fit the mold of white, wealthy, young, and male. This form of the commodity audience displaces women and minorities to daytime soap operas and Lifetime, creating a disconnect between the goals of capitalism and the reach of patriarchal systems.
Meehan says that, though women have always worked and are viewed by the patriarchy as the main shoppers of the household, advertisers have just recently clued into their buying power, placing makeup and car advertisements on the same channel, or combining soap operas with more action-packed adventures. What are some real world examples you can think of where advertisers have brought women and/or minorities into the commodity audience (even just a bit)? Do you think it’s possible, according to this article, for advertisers to promote equality, and dismantling of the patriarchy while also feeding their capitalistic interests?