Representation- Magazines

Question 1

Representations- Vogue

Answer 1

• Construct the female identity- advice on various aspects of female identity (sex, beauty, relationships)
• Pressurize women of society- conveys to the reader who they are expected to be and what it means to be a woman via the content and representations so play a key role in shaping cultural understandings of gender identity. Domestic sphere
• ‘Imperial Leather Advert’
  -Traditionally feminine woman framed via two-shot nurturing her child
  -Themes of domesticity
  -Body language of the woman embracing with affection = maternal instincts
  -Gesture of holding her head against her son + facial expression of smile= protection and care for her son
• Not completely domesticated-
  -‘Soft skin’ conveys feminine values, of beauty subverting away from domestic expectations and mothers flawless makeup and hair.
• Female liberation evident-
  -Article about financial management - refocus of women as head of finances in the home,
  -Article suggests that single women are prevalent in 1965 so need financial advice.
• Magazine encourages women to evaluate their own physical appearance according to beauty standards which can be concerning as it doesn’t allow self confidence and creates insecurities
• Revlon advert-
  Targets women on defining their beauty through their eye-make-up.
  Direct mode of address to emphasize the importance of cosmetics
  “Create all the eye-illusions you need” suggests that women must become dependent on cosmetics to be considered desirable
• Female beauty defined as something that requires time, effort and money.
• Sophia Loren- 1960s image supports the objectification of women. Cosmetics, tan and alluring glance = construction of femininity.

Question 2

Vogue- Rep theory

Answer 2

• Theory of identity- David gauntlet
  -Heatwave article- medium long shot frames female model against a minimalist backdrop - attention on sophisticated garments. Emphasised by stylish sunglasses and summer hat- Maintains summer theme
• Feminist- Van Zoonen
  -Prop of suitcase connotes travel and freedom and suggests how women were breaking free from domestic sphere- independence from patriarchal control.
  -NOVA magazines (1965)= “new kind of magazine for new type of women” alternative to trad magazine
• Feminist- bell hooks
  -Close up shot of Italian actress wearing a middle eastern headdress- displays multicultural ethos- ethnic diversity, displayed as glamourous and exotic.

Question 3

The Big issue - Representation

Answer 3

• Charity advert- femininity:
  -TECH- long shot of a vulnerable young female victim, framed submissively to the right.
  -COLOUR- desaturated tones emphasises the lack of hope and colour in victims life + lack of colour is depressing and mirrors victims daily turmoil.
  -SETTING- symbolic of the homeless, the isolated outdoor location and the low-key light are key conventions of vulnerability.
  -BODY LANG- fetal position= weakness, + closed off and facial expression= fear, costume pulled up to neck= cold.
  -LANGUAGE- “The risk of being attacked”, and “the risk of being abused”, weakness and defencelessness of homeless females at risk from violent males.
  -DIRECT MOA- “Which would you choose?”, encourages audience to put themself in the pov of female for sympathy and emotional response.
  -ICONOGRAPHY- park bench= stereotypes of homeless seeking shelter, so audiences can infer the situation + lack of icon= isolation of female from rest of society
  -PERSONAL IDENTITY- audiences are encouraged to position themself as Emma, to show themself how priveleged they are OR people can relate to the experince so would contribute to charity.
• ‘The Big Issue Has Been An Incredible Force Of Good For Britain’ article:
  -TECH- mid-shot of the Prime Minister Theresa May as she engages the audience via a direct mode of address.
  -COSTUME- connotes status and wealth emphasised via expensive necklace- empowered
  -BODY LANG- empowered femininity through Scottish First Minister, Nicola Sturgeon who contributes to fight against homelessness.
  Empowered body language is reassuring to scottish homeless community.
  -LANG- headline- “The Big Issue has been an incredible force for good in Britain”, is positive rep as its hows the mag has been succesful and will continue to be.

Question 4

The big issue- Rep theory

Answer 4

• bell hooks- feminist (conforms and challenges)
  -representation of May and Sturgeon confirm the positive shift in gender roles and reinforces their leadership positions in a historical patriarchal political industry.
  -lack of positive representation amongst non-white female social groups. So there representation of Sturgeon and May highlights a lack of multi-culturalism in female leadership for British politics