Underline the key terms
Liesbet Van Zoonen argues that gender is constructed through a complex system of codes, and that representations of gender have changed over time. Evaluate the validity of this theory of representation. Make reference to Woman magazine and Adbusters [30]
Knee jerk reaction
Van Zoonen’s theory is extremely useful when considering representations of gender, and representations of gender and gender identity have become significantly more complex over time
Woman magazine is sexist, simple and stereotypical
Adbusters is complex, challenging and anti capitalist
Plan
Hegemony - is ideologies that we all follow through consent
Patriarchal - a society dominated by men
Woman magazine is a tool of oppression
“They’re like snow capped volcanoes”
“Groomed”
Westernised beauty ideals
Gilroy - postcolonial theory
Judith Butler - gender performativity - the ways in which our performance of gender influences the world around us
Binary oppositions
Coverlines
Anchorage
MES
Layout and design
Hyperreal
Intertextuality
Lexis
Gender roles
Androgyny - appearing neither male nor female
Content
How does the front page of woman present a simple sexist representation of women
The main image of the unnamed female model constructs a hyperreal representation of the hegemonically ideal woman to anchor and to position the target audience. This is reinforced by the fact that the cover model is stereotypically attractive. Her attractiveness is constructed through her flawless and the MES of her relaxed yet perfect hair. Furthermore, the coverlines of this front cover provide anchorage. The prominent lexis of ‘kitchen’ anchors the ideology that women should exist in the kitchen, which reinforces a patriarchal hegemonic standard. Here we see the representation of gender is simple, straightforward and sexist, and reflects the time in which the magazine was made. However, even at the time that this magazine was made, significant changes were happening in the country, and the emergence of the women’s liberation movement advanced the cause of feminism. However, the producers of this magazine have chosen largely to omit any reference to complicated representations of gender. [minimises risk, maximises profit]
How does the front cover of adbusters present complex representations of gender
However, Adbusters presents a complex and subversive representation of gender. The front cover is an excellent example of this. The MES of an angry and aggressive man creaming in the direction of the camera constructs an uncomfortable mode of address for the target audience. This sense of discomfort is anchored through the lexis of the coverline which reads simply ‘post-west’. While there is no anchorage to this headline, it constructs a sense of othering, by distancing non ‘western’ people from an ideal society. The producers a re presenting a challenging representation of masculinity that draws attention to hegemonically reinforced and racist ideologies that non-western men are violent, confusing, and ‘other’. This intentionally controversial mode of address is clearly designed to position the audience in an uncomfortable way, and to encourage complex discussions of gender identity.