WEBVTT 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 0:00 - 0:04 99:59:59.999 --> 99:59:59.999 "I'm a Barbie girl in a fabulous world." ¶ 99:59:59.999 --> 99:59:59.999 0:04-0:10 최근에 니콜리디안과 카툰넷워크(미국 만화)을 보는데 시간을 보냈다. 찾은 걸보여줄께요 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 0:10 - 0:14 99:59:59.999 --> 99:59:59.999 “Nerf’s N-Strike arsenal has a specialized blaster for any mission” 99:59:59.999 --> 99:59:59.999 0:14 - 0:17 99:59:59.999 --> 99:59:59.999 “4 Ever Kidz pets. It’s snap on fashion play” 99:59:59.999 --> 99:59:59.999 0:17 - 0:23 99:59:59.999 --> 99:59:59.999 “Dirt, mud, we don’t care. These trucks go almost anywhere” 99:59:59.999 --> 99:59:59.999 0:23 - 0:28 99:59:59.999 --> 99:59:59.999 “…Barbie girls and we’re making the scene. Our jammin’ jeep wrangler is one glam machine” 99:59:59.999 --> 99:59:59.999 0:28 - 0:31 99:59:59.999 --> 99:59:59.999 말도 아되! 뭡니까? 99:59:59.999 --> 99:59:59.999 0:31 - 0:36 99:59:59.999 --> 99:59:59.999 내가 어릴적 학교 끝나고 집에 달려가 만화를 본건 꽤 오래된일 인건 분명합니다만 99:59:59.999 --> 99:59:59.999 0:36 - 0:40 99:59:59.999 --> 99:59:59.999 저는 이러한 상업광고가 얼마나 성유형화되어있는지에 놀랐습니다. 99:59:59.999 --> 99:59:59.999 0:40 - 0:42 99:59:59.999 --> 99:59:59.999 그것들이 변한걸까요? 제가 전에 단지 알아채지 못했었던 것일까요? 99:59:59.999 --> 99:59:59.999 0:42 - 0:45 99:59:59.999 --> 99:59:59.999 이러한 광고에서의 메세지들은 완전히 제한되지고 99:59:59.999 --> 99:59:59.999 0:45 - 0:49 99:59:59.999 --> 99:59:59.999 남아와 여아의 발달을 다양한 방향으로 심각하게 제한하고 있습니다. 99:59:59.999 --> 99:59:59.999 0:49 - 0:53 99:59:59.999 --> 99:59:59.999 광고들은 남아와 여아의 사회적 역할과 능력을 99:59:59.999 --> 99:59:59.999 0:53 - 0:56 가지고 있음을 묘사하고있습니다. 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 0:56 - 1:00 99:59:59.999 --> 99:59:59.999 남아들을 대상으로 한 광고에 대해서 더 알아보도록합시다. 99:59:59.999 --> 99:59:59.999 1:00 - 1:04 99:59:59.999 --> 99:59:59.999 “Battleground. Prepare to attack. Fire” 99:59:59.999 --> 99:59:59.999 1:04 - 1:09 99:59:59.999 --> 99:59:59.999 “Whose gonna win? Whose gonna win? YA” 99:59:59.999 --> 99:59:59.999 1:09 - 1:13 99:59:59.999 --> 99:59:59.999 “Arc light powered up. 3 in 1 repulser. Ready for action.” 99:59:59.999 --> 99:59:59.999 1:13 - 1:16 99:59:59.999 --> 99:59:59.999 “Close combat pistol. Rapid fire blaster” 99:59:59.999 --> 99:59:59.999 1:16 - 1:20 99:59:59.999 --> 99:59:59.999 “Always ready for action, G.I. Joe. Are you in?” 99:59:59.999 --> 99:59:59.999 1:20 - 1:23 99:59:59.999 --> 99:59:59.999 “Defend the castle! Imaginx Adventure” 99:59:59.999 --> 99:59:59.999 1:23 - 1:27 99:59:59.999 --> 99:59:59.999 남아들은 힘이 있고 활동적이며 파괴하는 것을 좋아합니다. YA! 99:59:59.999 --> 99:59:59.999 1:27 - 1:32 99:59:59.999 --> 99:59:59.999 이런 상업광고는 남아에게 경쟁을 강조하고 힘을 갖고. 99:59:59.999 --> 99:59:59.999 1:32 - 1:35 정복하고 명령하는것에 가치있게 여기도록 합니다. 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 1:35 - 1:40 99:59:59.999 --> 99:59:59.999 그러한 가치들은 남아들이 감정적으로 표현하도록 허락한 허용가능한 선택사항들을 제한합니다. 99:59:59.999 --> 99:59:59.999 1:40 - 1:44 99:59:59.999 --> 99:59:59.999 저는 아직 남아들이 돌보고 양육하는 광고를 본적이 없습니다. 99:59:59.999 --> 99:59:59.999 1:44 - 1:48 99:59:59.999 --> 99:59:59.999 남아들은 문제에 대해 어떻게 반응하고 어떻게 충동을 해결해야 하는지 잘 모릅니다. 99:59:59.999 --> 99:59:59.999 1:48 - 1:51 99:59:59.999 --> 99:59:59.999 그들은 싸우도록,경쟁하도록,공격적이도록 가르쳐집니다. 99:59:59.999 --> 99:59:59.999 1:51 - 1:56 99:59:59.999 --> 99:59:59.999 저는 이외에 반복되는 메세지들이 남아들을 위한 광고에 스며져 있었음을 알게되었습니다. 99:59:59.999 --> 99:59:59.999 1:56 - 2:02 99:59:59.999 --> 99:59:59.999 “Bat cave building power. Trio building system lets you build the ultimate Trio bat cave. YA!” 99:59:59.999 --> 99:59:59.999 2:02 - 2:05 99:59:59.999 --> 99:59:59.999 “You can build the massive Neptune sub.” 99:59:59.999 --> 99:59:59.999 2:05 - 2:09 99:59:59.999 --> 99:59:59.999 “You can build up and customize your heavy duty truck with tons of parts” 99:59:59.999 --> 99:59:59.999 2:09 - 2:15 99:59:59.999 --> 99:59:59.999 “You decide how much firepower to arm your ships with then build your fleet and battle your way to victory.” 99:59:59.999 --> 99:59:59.999 2:15 - 2:20 99:59:59.999 --> 99:59:59.999 이러한 광고는 남아들이 더 나은 세상을 만들도록, 상상력과 창의력을 사용하도록 격려됩니다, 99:59:59.999 --> 99:59:59.999 2:20 - 2:23 99:59:59.999 --> 99:59:59.999 그들은 활발히 짓고 만듭니다. 99:59:59.999 --> 99:59:59.999 2:23 - 2:26 99:59:59.999 --> 99:59:59.999 이것들은 어른이 되어서 창의적이고 만족스러운 삶을 사는데 필요한 훈련 도구가 됩니다. 99:59:59.999 --> 99:59:59.999 2:26 - 2:30 99:59:59.999 --> 99:59:59.999 만들고 짓는 행위를 통해 얻어진 이런 자신감은 99:59:59.999 --> 99:59:59.999 2:30 - 2:34 99:59:59.999 --> 99:59:59.999 여아들을 대상으로 하는 광고에서는 나타나지 않고 있습니다. 99:59:59.999 --> 99:59:59.999 2:34 - 2:36 99:59:59.999 --> 99:59:59.999 “The Liv girls have a flair for hair” 99:59:59.999 --> 99:59:59.999 2:36 - 2:39 99:59:59.999 --> 99:59:59.999 “I can make my own magic snow” 99:59:59.999 --> 99:59:59.999 2:39 - 2:42 99:59:59.999 --> 99:59:59.999 “Change the colour, change the style, add the gel and look at the glitter” 99:59:59.999 --> 99:59:59.999 2:42 - 2:46 99:59:59.999 --> 99:59:59.999 “The easy way to make designer cakes. Bake your cake in the microwave in 30 seconds.” 99:59:59.999 --> 99:59:59.999 2:46 - 2:51 99:59:59.999 --> 99:59:59.999 “… beauty of the bride, share the gown and light up ring, handsome groom and everything” 99:59:59.999 --> 99:59:59.999 2:51 - 2:56 99:59:59.999 --> 99:59:59.999 “Go Go and me we’re walking round, Go Go and me we’ve hit the town.” 99:59:59.999 --> 99:59:59.999 2:56 - 3:00 99:59:59.999 --> 99:59:59.999 “Baby alive is so real, you can feed her. ‘I made a stinky.’ 99:59:59.999 --> 99:59:59.999 3:00 - 3:02 99:59:59.999 --> 99:59:59.999 And then she leaves an uh-oh in her diaper.” 99:59:59.999 --> 99:59:59.999 3:02 - 3:08 99:59:59.999 --> 99:59:59.999 여아들은 빤짝이 풀을 갖고 놀고 베이킹을하고 아기릐 기저귀를 갈아줍니다. 99:59:59.999 --> 99:59:59.999 3:08 - 3:09 99:59:59.999 --> 99:59:59.999 우아!재밌겠어요! 99:59:59.999 --> 99:59:59.999 3:09 - 3:14 99:59:59.999 --> 99:59:59.999 여아를 대상으로 하는 광고는 여아에게 아기를 돌보는 것을 가르치고 99:59:59.999 --> 99:59:59.999 3:14 - 3:18 99:59:59.999 --> 99:59:59.999 무엇을 만드는 것과 가사일, 가정일 ,인기, 자기이미지, 아름다움에 중점을 둔다. 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 3:18 - 3:24 99:59:59.999 --> 99:59:59.999 이러한 광고는 여성이 가지고 있는 상상력을 제한하고 지능보다 외모를 더 우선시하게 하다. 99:59:59.999 --> 99:59:59.999 3:24 - 3:30 99:59:59.999 --> 99:59:59.999 여아들은 창의서을 갖거나 만들고 짓고 환경을 제어하도록 격려되지 않는다. 99:59:59.999 --> 99:59:59.999 3:30 - 3:35 99:59:59.999 --> 99:59:59.999 여아들의 장난감들은 일반적으로 상상력을 제한시키고 놀이할때에 창의적요소가 적은데 99:59:59.999 --> 99:59:59.999 3:35 - 3:37 99:59:59.999 --> 99:59:59.999 이것은 아동의 발달에 치명적이다. 99:59:59.999 --> 99:59:59.999 3:37 - 3:42 99:59:59.999 --> 99:59:59.999 우리는 여아와 남아를 위한 장난감인데도 불구하고 남녀마케팅을 다르게 하고 있음을 볼수있다. 99:59:59.999 --> 99:59:59.999 3:42 - 3:49 99:59:59.999 --> 99:59:59.999 “Moon Sand is the amazing moldable, squishable, buildable, demolishable sand that never dries out.” 99:59:59.999 --> 99:59:59.999 3:49 - 3:55 99:59:59.999 --> 99:59:59.999 “Moon Sand is the amazing moldable, holdable, decoratable sand that never dries out.” 99:59:59.999 --> 99:59:59.999 3:55 - 4:01 99:59:59.999 --> 99:59:59.999 분명히 광고업자들이아동의 광고 마케팅을 위해 1년에 170억을 투자한다는 것은 우연이 아니다. 99:59:59.999 --> 99:59:59.999 4:01 - 4:03 99:59:59.999 --> 99:59:59.999 170억이다!!억단위!! 99:59:59.999 --> 99:59:59.999 4:03 - 4:09 99:59:59.999 --> 99:59:59.999 Young people are seeing more than 25,000 advertisements a year on television alone, 아동은 일년에 혼자 최소 25000개의 티비에서 상업광고에 접한다 99:59:59.999 --> 99:59:59.999 4:09 - 4:14 99:59:59.999 --> 99:59:59.999 and that doesn’t even include product placement which is so common on popular television shows. 99:59:59.999 --> 99:59:59.999 그리고 이것은 텔레비전 티비쇼들의 광고는 뺸것이다. 99:59:59.999 --> 99:59:59.999 4:14 - 4:21 99:59:59.999 --> 99:59:59.999 이러한 광고에 쓰이는 거대한 돈은 단지 광고를 내보내는데 드는 것이 아니라 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 4:21 - 4:26 99:59:59.999 --> 99:59:59.999 it’s also spent on the latest neuroscience research to find out EXACTLY what images, 99:59:59.999 --> 99:59:59.999 정확한 어떤이미지나 감정이나 대표가 아이들을 사로잡을지에대해 99:59:59.999 --> 99:59:59.999 4:26 - 4:30 99:59:59.999 --> 99:59:59.999 신경과학계의에서 연구하는 비용으로 사용된다. 99:59:59.999 --> 99:59:59.999 4:30 - 4:35 99:59:59.999 --> 99:59:59.999 우리의 사회성은 가족 ,사회, 또래 ,교회에서 영향을 받지만 99:59:59.999 --> 99:59:59.999 4:35 - 4:39 99:59:59.999 --> 99:59:59.999 미디어는 엄청난 중요한 역할을 한다. 99:59:59.999 --> 99:59:59.999 4:39 - 4:42 99:59:59.999 --> 99:59:59.999 아동을 대상으로하는 광고는 매우 위험하다 99:59:59.999 --> 99:59:59.999 4:42 - 4:46 99:59:59.999 --> 99:59:59.999 왜냐면 아동들은 텔레비전 프로그램과 광고의 차이를 구분하지 못하기 때문이다. 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 4:46 - 4:49 99:59:59.999 --> 99:59:59.999 아동들은 아직도 중요한 필수적인 스킬들을 발달시키고 있는 중이다. 99:59:59.999 --> 99:59:59.999 4:49 - 4:53 99:59:59.999 --> 99:59:59.999 아이들은 상업과 광고는 그들에게 성과 직업과 사랑과 관계와 미래의 창의적노력이 무엇을 가르치고 요구하는지무엇이가능한지 알아차리기 어려운 시간을 보내고 있다. 99:59:59.999 --> 99:59:59.999 이러한 광고들은 아동들에게 뭐가 기대 되어지고 요구되는지, 99:59:59.999 --> 99:59:59.999 4:53 - 4:57 99:59:59.999 --> 99:59:59.999 또 성과 직업,사랑과 관계와 미래의 창의적 노력에 뭐가 가능한지 99:59:59.999 --> 99:59:59.999 4:57 - 5:01 99:59:59.999 --> 99:59:59.999 알아차리는데 어려운 시간을 보내고 있을 수있다. 99:59:59.999 --> 99:59:59.999 5:01 - 5:06 이런한 메세지는 복잡하고 조심히 스며들어있어 99:59:59.999 --> 99:59:59.999 5:06 - 5:09 99:59:59.999 --> 99:59:59.999 어른들 조차 인지하기가 쉽지 않다. 99:59:59.999 --> 99:59:59.999 5:09 - 5:13 99:59:59.999 --> 99:59:59.999 As someone whose really interested in promoting and encouraging the use of technology in young women, 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 5:13 - 5:17 99:59:59.999 --> 99:59:59.999 어린아이들을 위한 기술이 남아와 여아에게 어떻게 다르게 작용하고있는지 알아냈다. 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 5:17 - 5:20 99:59:59.999 --> 99:59:59.999 Girls get a fun little purple computer that’s “hot” 99:59:59.999 --> 99:59:59.999 여아들은 핫한 작은 보라색의 컴퓨터나 요리하거나 99:59:59.999 --> 99:59:59.999 5:20 - 5:23 99:59:59.999 --> 99:59:59.999 예쁘게보일수있는 프로그램을 재밌게 생각한다. 99:59:59.999 --> 99:59:59.999 5:23 - 5:28 99:59:59.999 --> 99:59:59.999 “It’s the Bratz laptop with over 100 games, you can have fun learning. 99:59:59.999 --> 99:59:59.999 5:28 - 5:30 99:59:59.999 --> 99:59:59.999 It’s fun, smart and hot.” 99:59:59.999 --> 99:59:59.999 5:30 - 5:33 99:59:59.999 --> 99:59:59.999 “In my fashion mall, make pizzas, do makeovers and more, 99:59:59.999 --> 99:59:59.999 5:33 - 5:36 99:59:59.999 --> 99:59:59.999 and throw the ultimate pajama party.” 99:59:59.999 --> 99:59:59.999 5:36 - 5:38 99:59:59.999 --> 99:59:59.999 남아들은 온라인으로 할수있는 모험적인 게임을한다. 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 5:38 - 5:42 99:59:59.999 --> 99:59:59.999 “Become a pirate and join thousands online. 99:59:59.999 --> 99:59:59.999 5:44 - 5:48 99:59:59.999 --> 99:59:59.999 Captain your ship and command the seas.” 99:59:59.999 --> 99:59:59.999 5:49 - 5:56 99:59:59.999 --> 99:59:59.999 “Now you can be the hero and join your friends in an epic online adventure.” 99:59:59.999 --> 99:59:59.999 5:56 - 6:00 99:59:59.999 --> 99:59:59.999 성유형적장난감을 광고한는 마케팅 전략은 너무 염려스러운데 그이유중 하나는 99:59:59.999 --> 99:59:59.999 6:00 - 6:04 99:59:59.999 --> 99:59:59.999 어른여성의 기술분야의 통계에서 알 수 있다. 99:59:59.999 --> 99:59:59.999 99:59:59.999 --> 99:59:59.999 6:04 - 6:07 99:59:59.999 --> 99:59:59.999 Only 3% of open source programmers are women 단지 3%의 프로게이머들만 여성이다. 99:59:59.999 --> 99:59:59.999 6:07 - 6:10 99:59:59.999 --> 99:59:59.999 그리고 11.5%의 비디오게임 개발자만 여성이다. 99:59:59.999 --> 99:59:59.999 6:10 - 6:14 99:59:59.999 --> 99:59:59.999 Although as I stated, there are many factors that affect the jobs and careers people enter, 99:59:59.999 --> 99:59:59.999 6:14 - 6:18 99:59:59.999 --> 99:59:59.999 it is not hard to connect gendered advertising at such a young age 99:59:59.999 --> 99:59:59.999 6:18 - 6:23 99:59:59.999 --> 99:59:59.999 to the socialization of women who don’t feel confident or supported in 99:59:59.999 --> 99:59:59.999 6:23 - 6:26 99:59:59.999 --> 99:59:59.999 heavily male dominated and male identified tech fields. 99:59:59.999 --> 99:59:59.999 6:26 - 6:31 99:59:59.999 --> 99:59:59.999 I was originally going to say that “We need to hold the media accountable for what they are teaching our young people” 99:59:59.999 --> 99:59:59.999 " 계정은 아동을 가르치는데 미디어는 필요하다"는 일반적인 얘기였는데 99:59:59.999 --> 99:59:59.999 6:31 - 6:33 사실 아니다... 99:59:59.999 --> 99:59:59.999 6:33 - 6:39 99:59:59.999 --> 99:59:59.999 아동을 대상으로 하는 직접적인 광고는 예외없이 지양되야한다. 99:59:59.999 --> 99:59:59.999 6:39 - 6:43 대통령은 이미 이런한 종류의 광고에 제한을 두었다 99:59:59.999 --> 99:59:59.999 6:43 - 6:47 99:59:59.999 --> 99:59:59.999 Quebec은 13세 미만의 아동들을 대상으로하는 인쇄물광고나 TV광고를 금했다. 99:59:59.999 --> 99:59:59.999 6:47 - 6:51 그리고 Sweden은 12세 미만의 아동을 대상으로하는 광고를 금했다. 99:59:59.999 --> 99:59:59.999 6:51 - 6:55 99:59:59.999 --> 99:59:59.999 In the mean time we need to encourage critical media literacy skills in people of all ages. 99:59:59.999 --> 99:59:59.999 6:55 - 7:02 99:59:59.999 --> 99:59:59.999 Ill leave you with an amazing remix created by some female youth at Reel Grrls during a workshop with Jonathan McIntosh. 99:59:59.999 --> 99:59:59.999 7:02 - 7:08 99:59:59.999 --> 99:59:59.999 They were able to actively resist these harmful media messages and really begin to talk back to the media 99:59:59.999 --> 99:59:59.999 7:08 - 7:11 99:59:59.999 --> 99:59:59.999 by simply swapping the audio and video of gendered commercial. 99:59:59.999 --> 99:59:59.999 7:11 - 7:14 99:59:59.999 --> 99:59:59.999 The results are hilarious and very illuminating. 99:59:59.999 --> 99:59:59.999 7:14 - 7:18 99:59:59.999 --> 99:59:59.999 “Nerf’s N-Strike arsenal has a specialized blaster for any mission. 99:59:59.999 --> 99:59:59.999 7:18 - 7:22 99:59:59.999 --> 99:59:59.999 You can improve your blasting speed with the maverick rapid fire blaster. 99:59:59.999 --> 99:59:59.999 7:22 - 7:26 99:59:59.999 --> 99:59:59.999 While the night fighters light beam targeting system allows for pin point accuracy. 99:59:59.999 --> 99:59:59.999 7:26 - 7:32 99:59:59.999 --> 99:59:59.999 And you can nail targets from long distance with Nerf’s long shot blaster. 99:59:59.999 --> 99:59:59.999 7:32 - 7:39 99:59:59.999 --> 99:59:59.999 Two blasters in one, quick fire clips and detachable scope, everything you need to blast your skills to the next level. 99:59:59.999 --> 99:59:59.999 7:39 - 7:46 99:59:59.999 --> 99:59:59.999 N-Strike, blaster sold separately, batteries not included. Nerf.” 99:59:59.999 --> 99:59:59.999