Magazines: Vogue Representation Flashcards
Introduction of Vogue
Vogue is a fashion and lifestyle magazine covering topics including fashion, beauty, and runway
Began as a weekly newspaper in 1982 in the USA, and is now a monthly publication
Vogue set text
July 1965 edition featuring model and actress Sophia Loren
Historical context
In the 1960s, gender equality was changing - women strived for equal pay and sexual liberation
Gender representation in womens magazines
The representation of gender in women’s magazines is a subject of much debate
Discussions have largely focused on the messages and values that magazines convey and the influence that they may have over audiences
Domesticity and Gender stereotypes in womens magazines
One of the main stereotypes in magazines of the past is the idealised figure of the perfect housewife
This has been prevalent al throughout history, as traditional magazines have often placed emphasis of a women acting within the domestic sphere
Imperial leather advert and construction of a domesticated woman
The text constructs a traditionally feminine woman who is framed via a two shot nurturing her young child
The visual codes of gesture and body language of the woman embracing her child promotes maternal instincts
Representations of female beauty
Women’s magazines play a key role in constructing cultural ideals of female beauty
Readers are constantly encouraged to scrutinise and evaluate their own physical appearance - measuring themselves up to the ideals of beauty that magazines construct
How is female beauty defined?
Beauty is seen as something that has to be constantly worked at, as the magazine frequently suggests that if the reader doesn’t invest the necessary time in her appearance she will lose her femininity
‘Are you woman enough to wear them?’
What role does Sophia Loren play?
The 1960s image of Sophia Loren clearly supports the objectification/sexualisation of women due to the emphasis on an attractive woman having to look a certain way
The cosmetics and alluring glance all form a desirable construction for women
Theory of Identity by David Gauntlett
The idea that audiences see themselves within a text and establish their role in society all through the power of the media
They can identify role models and base their identities on these people
Application of David Gauntletts Theory of Identity
The ‘Heatwave Holiday’ article frames the female against a minimalist backdrop using a medium long shot
Draws attention to the stylish and sophisticated garments that she wears which have connotations of high fashion
Female audiences may see her as a role model of sophistication and base their identity off her
Alternative representations of gender in the 1960s
Many magazines in the 1960s reinforced the message that a woman’s place was in the home, however others offered more progressive representations of gender
This reflects a growing sense of female independence and liberation
Feminist Theory by Van Zoonen
The idea that femininity is a construct that has evolved and transformed massively over decades and now offers more positive and empowering constructions of femininity
Application of feminist theory by van zoonen
The prop of the suitcase in the ‘Heatwave Holiday’ article promotes travel and shows that women are breaking free from the domestic sphere and are gaining independence from patriarchal control
Feminist Theory by bell hooks
The idea that race and class as well as sex can determine the extent to which individuals are exploited, discriminated against or oppressed
