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
- Working women portrayed as unfulfilled, unattractive, unstable and unable to maintain relationships
- 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
- Women now more likely to have aspirations for careers, education and income and the media is starting the present this
- 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
- Media does not promote female stereotypes
- 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
- Media does not promote female stereotypes
- Representations emphasise women's domestic, sexual, consumer and marital activities
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