Synergy of the floor
Is this assessment consistent with the above differences in the main characteristics of communicators, men and women? In our opinion, no. No, because, as the questionnaire showed, as well as a control check during a number of discussions in the professional environment, as we said earlier, even for the strictly "female" and & quot; masculine & quot; According to the declared format of publications and programs, there are always about 30% of an audience of a different gender - so-called "curious". Their arguments, more often than not, consisted in the fact that in this way the respondents want to: "satisfy natural human curiosity", "expand their horizons", "understand the psychology of members of a different gender", "prepare for a future family life", & quot; make sure the worthlessness of members of a different gender & quot; and so on
The arguments were very diverse, but in fact the position of the majority of respondents turned out to be ambiguous: on the one hand, in their opinion, the gender approach to journalistic creativity is an objective reality, which ideally in a legal, democratic state "get rid of", on the other - at the level of representation of the natural mass-communication interests of the sexes, this situation should be maintained. The logic of the respondents at first glance becomes even less understandable if we analyze their arguments in the context of the responses to the third question - and which examples of "sex discrimination" in the media can be?
Their opinions were divided. Most respondents (I recall that almost 4/5 of them were female) took the issue as an opportunity to "settle scores" with the predominance of men in the media, the smaller (I assume that most of them were the remaining 1/4 of the respondents) - reasoned again about the "naturalness" of this situation.
Respondent K.: & quot; Read the announcements, no-no yes appearing in the media or on the bulletin board of our faculty: "Reporters are required ..." And necessarily stressed - "men". Although everyone agrees that we are more conscientious, often more talented, more accommodating in the team, but the threat of marriage and, as a consequence, the birth of the child scares the owners and editors. "
Respondent P.: & quot; Today, Russia is a male world. As it is not adapted for people with disabilities, it is often alien to women's worldview and worldview. In the media, the dominance of politics and the non-analytic economy, everything that we call social issues-scandals over the division or theft of the released money, the theme of culture is almost always given the homosexual context, and so on and so forth. Look at what successful women look like from the filing of journalists (and both sexes) - they are successful, because they accepted the rules of the game of men and act according to male models of behavior. "
Respondent Anonymous: & quot; Is it possible to call discrimination what characterizes the natural development of modern journalism? The traditional formula of domesticity and exemplary women of the industrial society "kitchen, church, children" simply found the following replacement in the information society: "office, TV, man-of-dreams." Modern mass media and do everything to satisfy the interests of such an average woman: to the best of her information, moderately entertained and slightly forcibly treated with commercial advertising, and most importantly - "women's stories" and "progeny same talk show", and therefore gives hope to meet with the "ideal" in her submission a man. "
Respondent P .: & quot; Discrimination is when the predominance of feminist programs in the radio and television is given for an objective reflection of reality. "
Respondent G.: & quot; The seal is addressed primarily to men, television to women. It's not discrimination, it's an objective circumstance. "
We note that we do not have the opportunity to bring all the answers received, but, summarizing them, we can say that the respondents of the first group focus on the contradictions, in their view, objectively preventing representatives of different sexes from equally realizing their potential (formerly all creative) abilities. The participants in the survey from the second group that we identified as having a special emphasis focused mainly on the difference of mentality and certain "traditions" and & quot; compliance with moral norms & quot ;. In other words, we are talking about some kind of normality, which, in the opinion of a certain part of the respondents (15% of the respondents), sets the standard for mass communication activities. Under & quot; reference & quot; we in this context understand the characteristics or components of a generalized mass-communication image of the person or representative of a particular social group that have become normative for a certain period of time for the majority of the media audience. So, for example, you can cite a lot of examples from Russian journalism, when femininity is determined through normativity, and the core of normativity is family relations, loyalty to the husband, historical traditions, patriotism.
The analysis of the questionnaires once again demonstrated that the gender factor influences the creativity of the journalist/communicator and further on the media audience in a complex combination with other social characteristics. And the opinions of the respondents, as we found out when analyzing the signed questionnaires, could coincide or not coincide, regardless of gender.
The researcher AA Khlyzova quite rightly focused attention on the fact that the "cultural concept" woman "is constructed inside and through images, represented by the media. At the same time, special attention should be paid to stereotyped and ideal female images that have the greatest influence on the sociocultural notions of a "real" woman. Under the ideal, women (or men) are generally understood to be the best, most perfect image that is the result of a sociocultural generalization and/or the absolutization of external and internal characteristics, abilities, norms and rules of behavior, recognized by a particular society as a model or reference in a certain period of time and quite difficult to implement by real people in real life. It is important that often ideal images are constituted by any dominant groups and/or state, reflect their interests and are supported by various authoritarian mechanisms, including mass media. "The peculiarity of journalistic, mass communication and modern practice today, in our view, involves, in addition to the general methodological problems of creativity, the consideration of problems of communication and understanding, the processes of generation, transmission and reception of information, synergetic aspects of social contact, etc.
Many foreign specialists in the field of PR clearly formulate the six basic rules for legitimate effective communication with the mass consciousness:
• control the flow of information;
• a certain sequence of messages;
• repeated repetition;
• All media should create one voice;
• Restricting access to an "alien" journalists;
• Active offensive tactics.
If we & quot; impose & quot; this & quot; stencil & quot; on the creative activity of a considerable number of mass media actively forming and spreading today gender stereotypes (which is also confirmed by the results of our poll), then a very disturbing trend will be presented - most of the works that are broadcast to the audience and are not relevant to journalism. They can be attributed to advocacy speeches, to activities in the PR, lobbying interests of certain groups, etc.
The essence of our research of gender aspects of mass-communication creativity can be briefly formulated as a search for "key" To decipher this kind of imagination, widely represented in the world of mass communication. Public consciousness is full of distorted perceptions of insoluble contradictions, constant confrontation between the sexes, collective myths, assumptions, guesses, gossip, rumors; one of the main tasks of the mass media is to destroy them, replacing them with reliable facts. And the journalist's task is primarily to restore all the diversity of factual links.
L understanding of creativity as an attribute property of a person gives grounds to consider creative not only an activity that ends with the obtaining of a material result, but also accompanied by the complication of the most cultural and spiritual "field" personality.
To finish this fragment of the textbook is possible by the statement of one of the respondents. The girl signed her profile "My name is Gender", moreover, during the discussion on this issue she formulated, as they say, the notion of dialogue relations, "discarding female prejudices."
Respondent Gender: & quot; I've been waiting a long time for such a program as the "School of Slander." I was not interested in the talk show "I myself" because of its earthiness, bitchiness, "babskosti", I was simply killed by the creative level of "My family" or "Windows", irritated by some kind of socialist blindness and correctness of the heroine Oksana Pushkina. And finally, my program. The brilliant Tatiana Tolstaya and Dunya Smirnova made me not only look at half a eye and listen half-heartedly to something, but constantly to be in an intellectual form. But what is this? I was interested in one, two, and ... the interest disappeared. Not because there were boring interlocutors, not because I was disappointed in the leaders. I just realized very quickly that they are very close to me in spirit. They asked "my" questions, shone with "my" jokes and podcasts, broadcast "my" thoughts. So, at first it delighted me, and then it became boring. Because listening to "their own" answers, expressed by "their own" words, only spoken in another voice, is not interesting. It's interesting to look at another person, to marvel at his dissimilarity towards you, to other ideological approaches. In a word, to comprehend it as a person, especially if it really is a Person. Only this is the real dialogue relationship. Now I often, what is called "for the soul", I read the men's magazines and look addressed primarily to the opposite sex of the program. Is there a gender in creativity? Of course, there are, for exactly these creations and interesting its opposites & quot;
In this context, as it seems to us, it is not just about the organization of dialogue relations, but about the problem of Freedom. Freedom of the individual and freedom of journalism as a kind of social activity.
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