Changing Representations Of Gender

Question 1

What does Gill argue?

Answer 1

• argues that there has been a significant shift in advertising representations of women in recent years, such that rather than being presented as passive objects of the male gaze, young women in adverts are now frequently depicted as active, independent and sexually powerful
• Gill found three core ways in which femininity is now presented in advertising

Question 2

What are the 3 ways Gill found femininity is presented in advertising?

Answer 2

1. The image of the heterosexually desired ‘midriff’
2. The ‘vengeful sexy woman’ set on punishing her male counterpart for his
   transgressions
3. And finally as the ‘hot lesbian’, almost always depicted as kissing or holding onto
   another woman

Question 3

What is a media example for Gill?

Answer 3

Amy from Big Bang Theory- she’s a neuroscientist

Question 4

What did Westwood argue?

Answer 4

• argued that representations of gender have changed and refers to ‘transgressive female roles’ in British television

Question 5

Define transgressive

Answer 5

refers to the idea that females are now presented in a way that means they are breaking hegemonic social and moral constraints / gender roles

Question 6

What is a media example for Westwood?

Answer 6

Jodie Whittaker as female doctor who

Question 7

What did Glasscock argue?

Answer 7

• supports Westwood
• explains there is now a range of femininities portrayed in the media such as ‘independent women’

Question 8

What is a media example for Glasscock?

Answer 8

Lara Croft from Tom Raiders- strong, intellectual, athletic archaeologist

Question 9

What did Gauntlett argue?

Answer 9

• states that the media now provides alternative gendered images and ideas, which are producing a greater diversity of choice for people when constructing their gender identities
• found that younger audiences are now more open to having female as well as male lead characters in films
• for lead female roles, a heavy importance is placed on appearance
• notes that in contemporary Hollywood films, although male characters are often heroes, they now have a more sensitive, thoughtful and caring side and that also women have become ‘tougher’

Question 10

What is a media example for Gauntlett (movie)?

Answer 10

Spider-Man 3

Question 11

What else did Gauntlett argue?

Answer 11

• found that magazines aimed at young women emphasised that women should do their own thing and be themselves
• set of media messages from a range of sources suggest that women can be tough and independent whilst being ‘sexy’

Question 12

What is a media example for Gauntlett (music)?

Answer 12

Lady gaga- song born this way encourages women to be themselves