Representation of Gender Flashcards
gender feminity traditional
Gauntlett
Ferguson
Glascock
Gauntlett (femininity)
Traditional femininity
female roles, a heavy importance is placed on appearance.
Ferguson
Traditional femininity
Content analysis on women’s magazines and found that the ‘cult of femininity was present.
This means that there was a focus on beauty and women looking attractive to men. also focused on stereotypical female roles e.g caring for others, family and marriage,
Glascock ( tradtional)
Traditional femininity
When portrayed as aggressive in the media, males were more physically aggressive, whereas females were more verbally aggressive.
Westwood
changing femininity
Gender representations have changed - ‘transgressive female roles’ in British television. Transgressive- refer to the idea that females are now presented in a way that means they are breaking hegemonic social and moral constraints/ gender roles 0 this can be seen as empowering women e.g fleabag being sexually ‘free’
Glascock ( changing)
changing femininity
Now a range of femininity is portrayed in the media such as ‘independent women’.
Shuri from Black Panther - the brain of the operation behind Wakanda’s world-leading technological advancements, young women in science, technology engineering, maths, STEM
Gill
changing femininity
Within advertising, the depiction of women has changed from women as passive objects of the male gaze, to women being more active, independant and sexually powerful.
Masculinity traditional
Gauntlett
easthropre
Gauntlett (masculinity)
Masculinity traditional
in contemporary Hollywood films, despite male characters traditionally being portrayed as the heroes, they do now have a more sensitive, thoughtful and caring side.
found that female representations and characters have become ‘tougher’.
Easthope
Masculinity traditional
argues that a variety of media, transmits the view that masculinity based on strength, aggression, competition and violence is biologically determined and therefore, it is a natural goal for boys to achieve.
Masculinity changing
Nixon
Mort
Nixon
Masculinity changing
importance of the Levi’s ‘Laundrette’ advert - This saw the emergence of ‘the New Man.
Mort
Masculinity changing
Laundrette advert marked an increase and change in male consumption patterns - For the first time men were spending more time, money and effort on their appearance so there was a consumption increase in items such as toiletries and male beauty products.
Gender Feminity changes
westwood
Glascock
Gill
