Media History: 19th century to present
The Emergence of 'Sexualization' as a Social Problem
Draft only; Social Politics
The article explores the history of the way the idea of ‘sexualization’ has been problematized – situated as an object... more The article explores the history of the way the idea of ‘sexualization’ has been problematized – situated as an object of concern – in the USA and UK. My focus here will be on media discourses, having analysed policy and sociological discourses on sexualization elsewhere. I document that, from the early 1980s in the USA, the term ‘sexualization’ came to describe a mal-socialisation which causes the precocious entry by the child into adult forms of sexual subjectivity and desire. I will argue that the media problematization of sexualization has been the result of a ‘discursive coalition’ between a number of conservative and feminist commentators, who for quite different reasons wished to justify measures to protect and regulate the sexuality and morality of young women. Underpinning this coalition is an inadequate account of sexual and commercial choice, as either simply present or absent for young women.
From the Screen to Me, 1984-2008: Computer television commercials and three phases of the human-computer relationship
by David Gruber
published in 'Media History,' Aug. 2010
This paper explores Apple and Microsoft television commercials from the last 25 years and argues that they visualize... more This paper explores Apple and Microsoft television commercials from the last 25 years and argues that they visualize three phases of the human-computer relationship through the changing positions of the computer and the human body. The three phases are: disembodied cyberspace, embodied hybridity and ubiquity. Ultimately, what becomes apparent is the extent to which these television commercials demonstrate what Henry Jenkins calls a 'cultural convergence' in relation to the human-computer relationship and why this convergence experienced a shift from phase one to phase two around the turn of the millennium. The paper ends by examining more recent Apple and Microsoft television commercials in order to explore the possibility of a new, third phase in the human-computer relationship.

