Womens Ralm Flashcards
How does women’s realm reflect the context in which it was made in the atrixo hand cream advert?
The roles of husband and wife are very evident - in the atrixo hand cream advert, the wife is seen cleaning the mess that her husband has made conducting more labourous jobs
How would audiences react to the construction of women in women’s realm, refer to hall
The personality is that of the domesticated housewife which hall states is constructed through the encoding and decoding of this stereotype
At the time this would have been understood from the dominant hegemonic position and audiences would agree with these representations
Within a more modern context, the construction is extremely sexist and people would take an opposition to the construction of women
How does women’s realm address its audience, refer to Gerbner
Exposure to repeated representations can influence the way in which people perceive the world around them
Women’s realm makes use of direct address and repetitions of representations to build a connection between the magazine and the audience
The audience may begin to identify with the representations constructed, therefore cultivating the readers into an ideology or constructed personality archetype that has been developed by the producer
Explain the ownership of woman’s realm, refer to Curran and seaton
Owned by Ipc and was created through the intergration of many smaller companies in an attempt to dominate the market - profit and power
Apply Curran and seaton to women’s realm
Ipc saw the success of women’s lifestyle magazines and so released many different versions with similar content - minimising creativity
Apply bell hooks to woman’s realm - women as domestic
Clear representations of women as being suited to the domesticated role - feminism is the struggle to end patriarchal oppression and is more of a political commitment as the conglomerate in charge of production are producing this typical archetype and displaying it to a vast amount of people to be accepted as the norm, this can only be combatted politically
Apply gauntlet to women’s realm
It provides a singular straightforward representation for women to construct their identities, discouraging individualism
Apply Barthes naturalisation theory to women’s realm
Significant use of cultural codes with frequent references to shared external knowledge would have helped construct relatability
The healing power column relies on audiences understanding of Christianity. It draws the understanding of god as an omnipotent. The ideas of masculinity and power here assist in reaffirming the patriarchal ideas prevelant winpthin society at the time.
Presenting the connections the ideology that men naturally have more power than women is naturalised by the media
Apply Levi Strauss to the atrixo advert
Binary oppositions play a role in the production of the ideological meaning
The ad instructs an ambiguous set of binaries regarding the roles deemed socially acceptable for men and women during the period the female hand is posed more passively, while the gesture codes of the man allude to a more active role. Encourages acts of passive femininity for its female readership
Apply Strauss to the Sunday cooks advert
Men wear suits whilst women serve them. The ideological implications of this binary presentation are explicitly clear, with the mother’s joy, creating a clear sense of acceptance with her limited role.
The illustration legitimises female power in that the boy and husband are positioned at head of table, their body language commanding their female counterparts, the mother bows in acknowledgement of their superiority
