Reinforcing hegemonic norms - constructing representations of femininity
What messages about female identity are encoded into 'Woman' magazine?
- The man walks over to the woman because she is putting the makeup on - connoting that because she is applying makeup she is attractive.
- The woman is stereotypically attractive connoting that if you wear the makeup you will be stereotypically attractive.
- Both well dressed, as if they are at a special event and so are middle class.
- Woman is smiling symbolising her happiness to wear the makeup.
- Woman has a neat and fashionable hairstyle for the 1960s.
- Mise-en-scene of the location connotes their class.
- Mid shot makes it seem realistic as if it is a story and we are there
- The layout is a lot like a comic - the use of panels create a sequential narrative for the target audience to follow = suggests that the audience are young and have a low level of education.
- "Creme Puff by Max Factor" - is in a large font at the bottom of the magazine connoting it's importance = also part of the Z line which makes it streamlined and easy to read.
- "A moment's notice" makes it seem easy to use and anyone can buy it and use it - also suggests that it's close to hand and will always be with a woman which reinforces a hegemonic norm as woman have to wear makeup
- A very clear assumption that a woman not wearing makeup is ugly and lazy because it's made to look so simple.
- This advert creates a clear insecurity for the target audience - if you dont wear makeup you aren't pretty etc. Max Factor are manipulating you to make you feel ugly.
- Black and white connotes classiness.
- This is also like a restoration of the equilibrium and it being the end of romantic film - advert makes vague use of intertextuality.
- The man is looking at the woman and the woman is looking at the makeup - he is interested in her in a sexual way.
- What is happening is also quite creepy because the man just walked up to the woman from behind as if he is creeping up on her.
- In some ways the advert is subversive because she doesn't look at the man and isn't giving him any type of attention.
- The compact mirror is brought into their narrative because she is looking at him through it.
- This could have an impact on men as it suggests that they are the ones who have to go up to the woman - makeup is just for woman and that men can't wear it
- Attractiveness is dependent on a product. "now you can be sure of your beauty always"
- Female is passive
- Woman needs makeup when she is meeting an 'exciting someone' - needs to be beautiful for a male - dependent on male for acceptance
- She is the object of his gaze
- Male behind her - sense that he is in control and protecting her.
POSITIVES OF STEREOTYPING =
- If woman do buy this product they will feel confident.
- An advantage for stereotypes is that they give the producer a target audience and it also makes it much easier to make a media product.
- Makes a product much easier to sell
- Might not always be like a bad stereotype - can be a positive stereotype - men are strong and powerful
- Argument about patriarchy is that woman are safer - they don't need to fight in the war, have a job etc.
- Uniformative - they make life nice and simple - if we are all the same that makes life easier = collectivism.
- Stereotypes also help us make sense with the world - if there is a stereotype about a certain area, it is unlikely that you will go to that place etc.
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Brand identity =
"brand identity is how a business presents itself to and wants to be perceived by the consumers".
- That women should wear makeup because ALL of the women in the magazine are clearly wearing makeup. The mise-en-scene of the images of the woman with makeup on connotes that woman have to wear makeup to be pretty. It's a hegemonic norm.
- One stereotypical representation of woman is that they are all good at cooking and men are not - This is reinforced by the image of the woman standing next to the sink, the image repeated over and over again normalises and cultivates this idea - 2 page spread about kitchens and how you can make your kitchen better.
- Woman have plenty of spare time - they don't have jobs, stay at home majority of the day etc. However there is a picture of a mother teaching her child how to cook and smiling showing that woman are happy to do the cooking
What impact could this have on the target audience (and who is the target audience)?
- Could make woman feel like they have to wear makeup to be pretty.
- Magazine presents certain ways you should act if not you won't be accepted into society - this is shown time and time again.
- In order to be attractive you have to be young. This is reinforced by the image of Alfred Hitchcock'c wife who is old and stereotypically not attractive.
What functions does the woman's magazine serve?
- It enables woman to look into other woman's life - voyeurism
- Another function is that woman are able to get information - learn how to make your kitchen look good for a small amount of money etc.
- Apply it to your life.
- Gains social interaction for woman because they can speak about it to other people
What potential advantages are there for reinforcing hegemonic notions of gender in a primarily female reader base?
- That women will begin to follow the beliefs of the magazine.
- There is a reality to stereotypes - if someone creates a belief about a group of people they may feel the need to fulfil this role = self fulfilling prophecy
- to make money
- it reinforces their place in society.
- it reinforces patriarchal hegemony (a society where men are in charge) This magazine would've been created by men which reinforces how men are above women in society
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Key Theory 9 - feminist theory - bell hooks
- feminism is a struggle to end patriarchal hegemony and the domination of women.
- feminism is not a lifestyle choice: it is a political commitment.
- race, class and gender all determine the extent to which individuals are exploited and oppressed.
- shows that whatever woman can do, men can't do
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Advertising in magazines
- Magazines generate revenue through sales but also advertising
- Advertising accounts for approximately one third of total revenue across the industry - it is therefore, vitally important that the magazine and advertising context target the same audience in order that the advertising brand benefits
- The woman in the advert is stereotypically pretty - which makes the target audience want to buy the soap because if you buy it, you will become stereotypically pretty.
- She's not wearing any clothes making the advert sexualised = appealing to men.
- Lexis of the slogan "all-over feminine... all-day fresh" connoting how it's specifically made for woman.
- Bar of soap is called "beauty soap" connoting that when you use this soap you will become beautiful
- "because you're a woman" - men feel alienated however men can use it - it's soap. They're gendering a product yet it is essential to use soap - interpolation/direct mode of address - assumption that only men use soap.
- The copy adopts a direct mode of address and supposed to be a woman talking to another woman in a friendly way.
- The soap is almost being compared to a kind human yet it's just used for cleaning - humanisation or personification - "will show you kindness"
"to be sure you're all over feminine" - using this soap will make you more of a woman. Suggests that if you smell then you are not a woman and you are unladylike.
- she is stereotypically attractive - well presented and wearing makeup - full breasts and slim body
- she is not in the bath - even though she is putting soap on herself - if she was sat in the bath we wouldn't be able to see her body.
- Target audience is straight woman because she is an aspirational figure because they want to sell the lifestyle - they are trying to make the audience want to be the woman so they need the soap.
- Sexual objectification of the woman
- She is aspirational.
- The man walks over to the woman because she is putting the makeup on - connoting that because she is applying makeup she is attractive.- The woman is stereotypically attractive connoting that if you wear the makeup you will be stereotypically attractive.
- Both well dressed, as if they are at a special event and so are middle class.
- Woman is smiling symbolising her happiness to wear the makeup.
- Woman has a neat and fashionable hairstyle for the 1960s.
- Mise-en-scene of the location connotes their class.
- Mid shot makes it seem realistic as if it is a story and we are there
- The layout is a lot like a comic - the use of panels create a sequential narrative for the target audience to follow = suggests that the audience are young and have a low level of education.
- "Creme Puff by Max Factor" - is in a large font at the bottom of the magazine connoting it's importance = also part of the Z line which makes it streamlined and easy to read.
- "A moment's notice" makes it seem easy to use and anyone can buy it and use it - also suggests that it's close to hand and will always be with a woman which reinforces a hegemonic norm as woman have to wear makeup
- A very clear assumption that a woman not wearing makeup is ugly and lazy because it's made to look so simple.
- This advert creates a clear insecurity for the target audience - if you dont wear makeup you aren't pretty etc. Max Factor are manipulating you to make you feel ugly.
- Black and white connotes classiness.
- This is also like a restoration of the equilibrium and it being the end of romantic film - advert makes vague use of intertextuality.
- The man is looking at the woman and the woman is looking at the makeup - he is interested in her in a sexual way.
- What is happening is also quite creepy because the man just walked up to the woman from behind as if he is creeping up on her.
- In some ways the advert is subversive because she doesn't look at the man and isn't giving him any type of attention.
- The compact mirror is brought into their narrative because she is looking at him through it.
- This could have an impact on men as it suggests that they are the ones who have to go up to the woman - makeup is just for woman and that men can't wear it
- Attractiveness is dependent on a product. "now you can be sure of your beauty always"
- Female is passive
- Woman needs makeup when she is meeting an 'exciting someone' - needs to be beautiful for a male - dependent on male for acceptance
- She is the object of his gaze
- Male behind her - sense that he is in control and protecting her.
POSITIVES OF STEREOTYPING =
- If woman do buy this product they will feel confident.
- An advantage for stereotypes is that they give the producer a target audience and it also makes it much easier to make a media product.
- Makes a product much easier to sell
- Might not always be like a bad stereotype - can be a positive stereotype - men are strong and powerful
- Argument about patriarchy is that woman are safer - they don't need to fight in the war, have a job etc.
- Uniformative - they make life nice and simple - if we are all the same that makes life easier = collectivism.
- Stereotypes also help us make sense with the world - if there is a stereotype about a certain area, it is unlikely that you will go to that place etc.
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Brand identity =
"brand identity is how a business presents itself to and wants to be perceived by the consumers".
- Both of them have a main image of the woman - woman on the cover of vogue has much heavier makeup on than the woman from woman magazine
- The woman on vogue is much more serious - not a friendly mode of address whereas on woman magazine the woman is smiling connoting happiness - mise-en-scene of the makeup connotes anger and unfriendliness because of her harsh cheek bones and heavy makeup
- Woman on vogue is not a housewife - not a stereotypical woman at that time.
- Both are mid-shots
- Vogue seems more glossy = high production value = Worth 3 shillings which is equivalent to £3
- On vogue the main focus is on the model so they don't want the cover lines to be too apparent - not selling through cover lines - selling through brand names
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- The woman on vogue is much more serious - not a friendly mode of address whereas on woman magazine the woman is smiling connoting happiness - mise-en-scene of the makeup connotes anger and unfriendliness because of her harsh cheek bones and heavy makeup
- Woman on vogue is not a housewife - not a stereotypical woman at that time.
- Both are mid-shots
- Vogue seems more glossy = high production value = Worth 3 shillings which is equivalent to £3
- On vogue the main focus is on the model so they don't want the cover lines to be too apparent - not selling through cover lines - selling through brand names
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