unit 1 sec b booklet 1 rep of fem/masc Flashcards
neg fem
what does tunstall say the media emphasises about femininity.
media emphasises women’s domestic, sexual, consumer and marital activities. Ignores the rest
neg fem
what does tuchman say about the role models for women in media.
narrow range of role for women lead to their ‘symbolic annihilation’. Media depicts them as mothers housewives and sex objects
neg fem
what does furgeson say about womens magazines
they show the cult of feminity which is were to achieve excellence they have to care for others marriage and family and apperence.
neg fem
what does glascock say about how females are rep compared to males.
males are presented as more physically aggressive whereas females are shown as more verbally aggressive.
pos fem
how does gill say women are now represented in advertising.
there has been a significant shift in advertising representations of women. Used to be presented as passive objects for the male gaze but now depicted as active, independent and sexually powerful.
pos fem
what new role does westwood say there is for femininity.
‘transgressive female roles’- female roles have now gone beyond gendered expectations. Transgressive means females are now presented in a way that means breaking hegemonic social and moral roles.
pos fem
what are glascocks new veiws of role models.
there are now a range of femininities portrayed in the media such as ‘independent woman’
pos fem
what does gauntlett say about new gendered images.
media now provides alternative gendered images and ideas, which are producing a greater diversity of choice. Superheroes now have a more sensitive side.
Magazines aimed at young women give ideas about how they should ‘ do their own thing’. Male and female representations have become more equal. Shown by tv show friends.
neg masc
what messages does katz say they recieve through media
‘symbolic annihilation’. Young men and boys receive constant messages . through games. Violent homophobic
neg masc
what does easthorpe say about hollywood films
hollywood films reinforce the idea that masculinity is based on strength, aggression, competition and violence. Natural goal for boys to achieve
neg masc
what does gauntlett say about male magazines
‘retributive masculinity’- many magazines aimed at men objectify women and present images of traditional men.
pos masc
what does easthorpe say about new male magazines in 1980
there was an emergence of a new breed of glossy magazine aimed at middle class young men. Content included: men are emotionally vulnerable, and should be more in touch with their emotional side. Treat women as equal, care more about appearance.
pos masc
nixon advert
levis advert 1985. Men being shown sexually.invention was a
male stripping down
into his boxers for the
levis advert in 1985
whilst other females
looked.
pos masc
mort advert
mort argued that changed in style which ‘new man’ fashions changes in male identity in contemporary
culture.
pos masc
what does whannel say about the representation of david beckham
David Beckham’s presentation is contradictory. They are fluid- his good looks, football skills, competitive spirit and his commitment mark him out as a ‘traditional man’.
There are representations that stress his metrosexuality. Emotional commitment to his family.
