Advertising

Question 1

What are Coughan’s 2013 notes on Hegemonic Gender Identity in Advertising?

Answer 1

Coughlan (2013) notes that there is an increased sexualisation of images of women in the media, such as in pop music (P.I.M.P – 50 Cent) and even in video games (GTA). The media tend to focus on the objectification of women, emphasising the importance of appearance and attractiveness for girls and women.

Question 2

What are Tebbel’s 2000 notes on Hegemonic Gender Identity in Advertising?

Answer 2

Tebbel (2000) found that there are more than 10 times more adverts and articles about weight loss in women’s magazines compared to men’s magazines.

Question 3

Key Areas of Evidence that supports the view that the media reinforces hegemonic gender identities:

Stereotypical images of men and women in Comics
Women

Answer 3

Pretty, romantic, emotional, dependent on men etc…

Question 4

Key Areas of Evidence that supports the view that the media reinforces hegemonic gender identities:

Stereotypical images of men and women in Comics
Men

Answer 4

Strong, Independent, Unemotional, Assertive etc…

Question 5

Key Areas of Evidence that supports the view that the media reinforces hegemonic gender identities:

Stereotyped Gender Identities in TV

Answer 5

Children’s TV reinforces traditional, identities
70-80% of TV advertising voice-overs are male voices, suggesting ‘authority’

Question 6

Key Areas of Evidence that supports the view that the media reinforces hegemonic gender identities:

Gendered Images in Advertising

Answer 6

Promotes ‘beauty myth’ – the idea that women should be assessed primarily in terms of their appearance

Question 7

Key Areas of Evidence that supports the view that the media reinforces hegemonic gender identities:

Gendered Media

Answer 7

Stories are gendered, genres are gendered, and magazines are gendered.