Vogue Flashcards
Who is the publisher of vogue
Conde nast
Set text publication
July 1965
Cost?
Three shillings
Distribution?
Globally 23 international editions
Distribution?
Globally 23 international editions
Current readership
925,000
Genre
Fashion magazine with articles on art finance and culture, travel and the home
(Womans magazine)
Printed?
Printed monthly creates desirability
‘Glossy’ magazine
Printed?
Printed monthly creates desirability
‘Glossy’ magazine
Readers of Vogue
Aspirational, financial independence , culturally aware
Rise in consumerism in 60s
Cultural context of 60s
Sexual revolution, women liberation 2nd wave of feminism
Introduction of contraception
‘Swinging 60s’
Audience appeal
AB women
Over 35
High disposable income,like luxury brands
Aspirers
Succeeders
Imperial leather advert
Stereotype of housewife, mother caring for child, smiling content w given role
Stereotypical notions of female beauty- blonde slim ‘soft’ ‘gently’ repeated women are weak/dependent
Revlon advert
Reinforce stereotypes- ‘fluff’ ‘softly’ women are weak/gentle
Please men- ‘you’re blushing’ ‘deliciously alive’ desire to look attractive
Multiple fragmented shots of womans face,eyes closed or looking up- subtly sexualised images
Adverts construct stereotypical representations
Womans place in the home- wife and mother
Women dont make important decisions
Women are dependent on men for acceptance and protection
Women as sexual objects inferior to men
Money article- Sheila black
Married womens propety act- allowed them to inherit money legal ownership of money earned
Who is on front cover
Sophia loren
Essentialism
The belief that gender and other aspects of identity are innate , natrual rather than socially constructed
Theory of identity
David gauntlett
Representation of gender more diverse and complex in modern media than in past
Media products provide us with tools to construct our own identities ,rather than manipulating
Take pick and mix approach
How can theory of identity be applied to womans magazines
In the past one narrative of what a woman should be was governed by the media
Now more diversification and options of media products offer more choice in what we believe a woman should be
Able to make own choices and decisions
Gender performativity
Judith Butler
Identity is manufactured through a set of acts
There is no gender identity behind the expression of gender
Performativity not singular act, but repetition and ritual
The repetition of oppressive gender norms in Vogue
Ethnocentric representation
Front cover- Sophia Loren costume code- regal exotic ethnic ambiguity
Picnics probable and improbable- model costume- gold kaftan,middle eastern attire, exotic setting-luxury cultured
Representation of race in magazines
Criticism for lack of ethnic diversity in models
Black icons now often appear on covers of magazines- Tokenism asian women under represented
Black models/celebs on covers- Whitewashed ,cultivate white ideal, fetishize culture mediated through white gaze
Under representation minority groups
Beverly Johnson
Beverly johnson first African American on front cover of Vogue 1974
Sucess helped breakdown racial barriers in fashion industry
However whitewashed
First black editor in chief of British Vogue
Edward Enninful-2017
More inclusive and diverse
