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Representation: GENDER - Coggle Diagram
Representation: GENDER
Perspectives
Feminism
LIBERAL
Media representations are slow to change, 'cultural lag' due to women rarely achieving high positions in media e.g. few females editors in British newspapers.
LAUZEN= in 2014 women accounted for 27% for creators, editors and directors
Media representations fail to identify the reality of women's social and economic circumstances.
Acknowledge that representations of women have improved in the last thirty years, scope for equality still remains a tall order
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MARXIST
The reason for the stereotypical representations of men and women in the media are economic.
- Media conglomerates need to make a profit
Male-dominated media aims to target the largest audience possible, and this results in an emphasis on traditional roles of men and women portrayed in television.
RADICAL
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WOLF= media deliberately dupe women into believing in the 'beauty myth' -> look a certain way
women encouraged to see these as goals central to their personal happiness rather than competing with men for positions of power
creates false consciousness
MCROBBIE= media constitues a form of 'popular feminism' that promotes 'girl power'
new generation have developed own language for dealing with sexual inequality e.g. shagging
Post-modernist
GAUNTLET= Mass media today challenges traditional definitions of gender and encourages a diversity of masculine + feminine identities
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Pluralist
Symbolic annihilation (refers to the under-representation of women in a limited set of social roles) underestimates women's ability to see through gender stereotyping
Claim that there is no real evidence that women take any notice of media content- if women had a problem with representation then they wouldn't consume/buy the content, products
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Female Representation
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WOLF- dominant media message= women bodies are in constant need of improvement
Media presents a 'beauty ideal'
KILBOURNE- women often represented as mannequin in advertising to promote cosmetics, health products etc.. focusing on appearance rather than self esteem
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Male Representation
MCNAMARA80% of male representations were negative (thugs, violent, aggressive)
-> looked at tv, videos and magazines
Men and boys shown as irresponsible risk takes, incapable of communicating their feelings or controlling anger
CHILDREN NOW- characters seen on TV+ movies= men are violent, leaders,problem solvers, funny, dont cry, successful, athletic and go to work
more than 1/3 boys interviewed had never seen a man do chores on TV
representation still stereotypical
GILMORE- the media stereotype men into ‘the provider, the protector and the impregnator’.
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