CHANGING/POSITIVE REPRESENTATIONS OF FEMININITY

Question 1

gill

Answer 1

• Argues that there is a significant shift in advertising representations of women in recent years rather than being presented as passive objects of the male gaze
• There are 3 core ways in which feminity is now presented in advertising:
  -Heterosexual desires midriff
  -Vengeful sexy woman
  -Hot lesbian

Question 2

westwood

Answer 2

• instead of being presented as passive, dumb, unintelligent sex objects.
  -Women are now presented as active, beautiful, smart, powerful sexual subjects

Question 3

glascock

Answer 3

• representations of gender have changed and refers to transgressive female roles in British tv.
• Transgressive refers to the idea that females are now presented in a way that means they are breaking hegemonic social and moral constraints and gender roles.
  -They can now be seen as empowering women

Question 4

gauntlett

Answer 4

• relationship between the media and identity. He stated that the media now provides alternative gendered images
• ideas which are producing a greater diversity of choice for people when constructing their gender identities.
• Younger audiences are now more open to having female as well as male leads