Creating and Reinforcing - Mass Media

Question 1

Gauntlet (2002) - MEDIA and ROLE MODELS

Answer 1

• TV, MUSIC, BOOKS and MAGS provide opportunities for young people to learn how to:
  ~ DRESS ~ BEHAVE ~ INTERACT
  according to their GENDER
  *CELEBS like DAVID BECKHAM and KATE MOSS - provide ROLE MODELS for young people

Question 2

Gill and Herdieckerhoff (2006) - ‘CHICK LIT’

Answer 2

• CHICK LIT persuades women that their BODY is the key source of their IDENTITY
• promotes that although chick lit HEROINES are FINANCIALLY INDEPENDENT, they also have to have a SEXY BODY
• the MEDIA still present that women need a MALE HERO
• *E.G - HSM

Question 3

Storey (2003) - ROCK ‘n’ ROLL

Answer 3

• rock and roll like ELVIS - helped to REINFORCE AGGRESSIVE MASCULINITY - to portrays a tough and physically challenging response to an UNCARING WORLD
• EMINEM continues this into 21st century

Question 4

McRobbie (1982) - JACKIE magazine

Answer 4

*magazine constructed a FEMALE world around the notion of:
~ROMANCE ~FASHION ~POP MUSIC
*this pushed onto young women that their PRIMARY TASK - get a MAN
-PRIMARY IDENTITY - getting a MAN
Everything else was SECONDARY

Question 5

Ferguson (1985) - COSMOPOLITAN

Answer 5

*found notions of FEMININITY were slightly DIFFERENT and offered NEW POSSIBILITIES of FREEDOM and INDEPENDENCE but also a new set of PRESSURES

Question 6

Marsh and Millard (2003) - GENDERED STORIES

Answer 6

• young children were able to pick out ways HEGEMONIC GENDERED activities were embedded in the STORIES
• when asked to produce a STORY that is NOT GENDERED - they found it DIFFICULT
• shows REINFORCEMENT of GENDER IDENTITIES by the MEDIA