Female representations in the media

  • Created by: jesskeayy
  • Created on: 12-05-17 21:19
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  • Female representation in the media
    • Representations emphasise women's domestic, sexual, consumer and marital activities
      • Working women portrayed as unfulfilled, unattractive, unstable and unable to maintain relationships
        • Often implied working mothers, rather than fathers, are guilty of the emotional neglect of their children
      • Achievements are reported as unimportant, unless they're attractive and have sex appeal
        • Content analysis of The Sun
    • MULVEY- MALE GAZE
      • Audience is assumed to be filtering content through the 'lens' of a heterosexual man e.g. transformers movie
      • Relegates women to the status of objects, only of interest for their physical appearance
      • Creates more patriarchy, as women often wind themselves utilising the male gaze- looking at other women through this
      • Passive audience may be influenced by this representation, seek to copy this and reproduce assumptions in reality
    • FERGUSON- CULT OF FEMININITY
    • WOLF- BEAUTY IDEAL
    • KILBOURNE- MANNEQUINS
      • Women often portrayed as mannequins- tall, slim, size zero, long legs, no blemishes
    • TEBBEL- SLIMNESS= HAPPINESS
    • Magazines organised around CULT OF FEMININITY
      • Promote traditional ideal where you achieve through caring for others, the family, marriage and appearance
      • Media encourage women to view their bodies as a project, in constant need of improvement
    • EVALUATION
      • Women now more likely to have aspirations for careers, education and income and the media is starting the present this
        • LIBERAL FEMINISTS
      • Media encourages women to be independent e.g. Beyoncé, strong powerful, independent women
      • GILL
        • Women are now seen as independent and sexually powerful agents, rather than subject to the male gaze
    • PLURALISM
      • Media does not promote female stereotypes
        • Such diverse sources of media means it is impossible to promote gender stereotypes
      • If the media does provide gender stereotypes, t is because this is what the audience wants to see
      • Products are created to suit the needs of the consumer demand
    • POSTMODERN
      • Media does not promote female stereotypes
        • We have free choice in media and choose what we are an audience to
      • Media messages are polysemic and audiences are active in their choices of what they want to watch
      • If there are female stereotypes, it does not mean they will have a negative impact on the audience

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