Full Description
This book provides an innovative and policy-oriented analysis of gender stereotypes in advertising regulation from a socio-legal perspective.
Examining the law and policy of the European Union and three case studies in Sweden, Spain and the UK, the book draws on interviews, focus group data and desk research to critically assess the legislation and regulation on the use of gender stereotypes in advertising. Its focus is on the largely neglected question of the EU's competence in the area of gender. And to assess this, the book considers various forms of 'good practice' through legislation, regulation and policy. It also explores the proscribing of gender stereotypes in advertising through 'soft law' measures such as self-regulation at state level, and action programmes and roadmaps at EU level. Finally, it critiques the lack of progress in achieving a unified code on the regulation of gender stereotypes whilst imagining what such a code might look like.
The book will appeal to academics with research and teaching interests in EU law, gender equality and comparative law, as well as academics and practitioners involved with media and advertising regulation, anti-discrimination law and freedom of expression.
Contents
Chapter 1. Gender Stereotypes: A Contemporary Legal Problem, Current EU legislative framework Excavating the Past: The Goods and Services Directive 2004/113/EC Concepts, Themes and Frameworks, i) Legal Frameworks, ii) Conceptual and theoretical frameworks, iii) Socio-legal methods, iv) Images and Imaginations, v) Beyond the two-way mirror: developing a feminist perspective , vi) National Perspectives and Legal Cultures, Chapter 2. EU Competences, Introduction, Anti-discrimination competence, Gender equality competence, Post Lisbon - new and old inequalities, The Emerging European Media Competence, EU media and advertising competence, Advertising regulatory standards and free movement case law, Conclusion, Chapter 3. EU Gender Regime: Gender Stereotypes as a New Form of Discrimination, Introduction, International law, The Goods and Services Directive, The Audio-Visual Media Services Directive, The Digital Services Act, Soft law, i) The European Women's Lobby, ii) The FEMM Committee, iii) European Parliamentary Opinions, iv) The European Advertising Standards Alliance, Conclusion, Chapter 4. Theorising Gender Stereotypes, Introduction, Doing, performing and scripting, We 'do' rather than 'are', All the world's a stage, Exit stage left, Parameters of performance, Front stage as gender(ing) performance, Advertising: making the familiar strange, Observing themes in gendered advertising, Conclusion, Chapter 5. Teenage Voices, Introduction, Mothers, What's for tea, love? Mother the multitasker, Motherhood and irony, Women on the verge, The objectified self, Resistance and mockery, Conclusion, Chapter 6 Sweden, Introduction, Normative legal instruments, Conflicting legal principles, The Swedish system of government, Freedom of expression, The 'golden child' of Europe for gender equality, Self-regulation in Sweden: from prohibition to pillory, The Reklamombudsmannen, Conclusion, Chapter 7 Spain, Introduction, From dictatorship to democracy, Towards gender equality and the politics of la nueva via, The Gender Violence Act, Ryanair case, Self-regulation: Autocontrol, Austerity and the re-emergence sexual violence and femicide, Conclusion, Chapter 8 The UK, Introduction, Gender equality, Self-Regulation: Advertising Standards Authority, The Advertising Standard Authority's ethical codes, The American Apparel ruling, The Protein World ruling, The Asda Ruling, New 'harm and offence' rule, Conclusion, Chapter 9 Conclusion
