Films by Loretta Alper
28:59It has been 30 years since Title IX legislation granted women equal playing time, but the male-dominated world of sports journalism has yet to catch up with the law. Coverage of women’s sport lags far behind men’s, and focuses on female athletes femininity and sexuality over their achievements on the court and field. While female athleticism challenges the narrative of gender roles, women athletes continue to be depicted in traditional roles that reaffirm their femininity as wives and mothers or sex objects. By comparison, male athletes are framed according to heroic masculine ideals that honour courage, strength, and endurance. Playing Unfair is the first video to critically examine the post-Title IX media landscape in terms of the representation of female athletes, using numerous media examples to catalyse debate among women and men, athletes and non-athletes, about the meaning of images in a world transformed by the presence of women in sport.
31:54Based on the book of the same title by Juliet Schor, The Overspent American scrutinises the form of consumerism ever-pervasive in this current era that is driven by upscale spending and debt; shaped and reinforced by a media system driven by commercial interests. We’re encouraged from all angles to spend money we don’t have, working longer hours than ever before. Illustrated with hundreds of examples, The Overspent American draws attention to both the financial and social costs of this giant consumption machine, where the frivolous and relentless search for “happiness” and identity is espoused by advertising.
1:04:21Class Dismissed examines the role of television in the ways in which race, gender, and sexuality intersect with class, offering a more complex reading of television’s often one-dimensional representations. The patterns inherent in the depictions of working class people are as either clowns or social deviants, stereotypical portrayals that reinforce the myth of meritocracy and have systemic social implications. By citing plenty of examples from today’s sitcoms, reality shows, police dramas, and daytime talk shows, Class Dismissed links television’s portrayals to negative cultural attitudes and public policies that directly affect the lives of working class people. A new media must be envisioned and created.
1:10:15Reaching into the Orwellian memory hole, War Made Easy exposes the some 50-year pattern of government deception and media spin that has dragged the United States into one war after another from Vietnam to Iraq. Using archival footage of official distortion and exaggeration from LBJ to George Bush, this film reveals how the American news media have uncritically disseminated the pro-war messages of successive governments — paying special attention to the parallels between the Vietnam war and the war in Iraq…
46:42Big Bucks, Big Pharma looks at the varied insidious methods of the multi-billion dollar pharmaceutical industry to manipulate—and in some instances create—psychological conditions for profit. Focusing on the advertising for psychotropic drugs, the film demonstrates the ways in which pharmaceutical marketing glamorises and normalises the use of prescription medication, and how this works in tandem with promotion and delivery by doctors. These practices combine to shape how both patients and doctors understand and relate to mental and physical health, as well as treatment. Ultimately, Big Bucks, Big Pharma challenges the viewer to ask important questions about the consequences of a society relying on a for-profit industry for collective health and well-being.