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Feminism Evolution in Mass Media: Representation and Eradication of Gender Stereotypes

Explore the impact of mass media on shaping gender roles from the pre-war era to the present day, analyzing the portrayal of women as weak and passive, and men as dominant. Unveil the semiotic power of advertisements targeting women, with a critical look at products and imagery.

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Feminism Evolution in Mass Media: Representation and Eradication of Gender Stereotypes

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  1. PRE-WAR

  2. WAR-TIME

  3. WAR-TIME

  4. WAR-TIME

  5. POST-WAR

  6. POST-WAR

  7. POST-WAR

  8. 1960s-70s 1960s-70s feminism Sue Sharpe Just Like a Girl 1970s “the mass media produce a series of ideal images which force comparison on the recipients” “The man’s activities are ‘outward-directed’ and a woman’s inner directed”

  9. 1960s-70s Angela McRobbie Feminism for Girls 1970s “Instead of having hobbies, instead of going fishing, learning to play the guitar, or even learning to swim or play tennis, the girl is encouraged to load all her eggs in the basket of romance and hope it pays off”

  10. 1960s-70s

  11. 1960s-70s

  12. 1980s

  13. 1990s

  14. The new man The new lad Girl Power 1990s

  15. 1990s

  16. Today

  17. Today

  18. Today

  19. Today

  20. Today

  21. Today

  22. Identities are never unified and in late modern times, increasingly fragmented and fractured; never singular but multiply constructed across different, often intersecting and antagonistic discourses, practices and positions Stuart Hall

  23. However... • Hypothesis • Women are represented as weak, passive, inner-directed and concerned with appearance • who adverts represent • what products are targeted at women • signifiers • body language • narrative

  24. Who adverts represent Cumberbatch Statistics 1990 In adverts... Men out-number women by 2:1 89% of voice-overs are by males 75% of men were over 30/25% of women were over 30 34% of women were blonde 64% of women were ‘attractive’/22% of males were ‘attractive’ 45% of women were likely to be doing housework

  25. Who adverts represent

  26. What products are targeted at women perfume make-up With what shall I play? diet food clothes

  27. signifiers Semiotics denotation-connotation signifier-signified

  28. signifiers pink red - love soft

  29. signifiers blue freedom powerful

  30. signifiers natural white pure innocent

  31. signifiers natural Green

  32. signifiers MEN are WOMEN are signified signifier signified signifier dominant body upsubmissive body down strong low angle weak high angle active set outpassive set inside rational facts emotional feelings active (do) doingcommunicative talking

  33. signifiers

  34. signifiers

  35. signifiers

  36. signifiers

  37. body language

  38. narrative WHERE BEEN? WHERE GOING? WHO GOING TO? HAIR COLOUR? ISLAND- SHIPWRECK HELICOPTER/SAFETY HANDSOME PILOT BLONDE

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