08.02

 Reinforcing hegemonic norms – constructing representations of femininity

meritocratic society 


Liesbet van zoonen: men and women are represented in different ways in media products




What messages about female identity are encoded in to Woman magazine?
-all are housewifes / look after the house
- all are heterosexual
-expectation to be perfect
-ok to objectify them - hegemonically acceptable
- maintaining attractiveness is important
- woman's role to look attractive



What impact could this have on the target audience (and who is the target audience)?
white, working class heterosexual British women aged 30-50
- pressure to act and look a certain way


What functions does the woman’s magazine serve?
It reinforces certain hegemonic stereotypes



What potential advantages are there for reinforcing hegemonic notions of gender In a primarily female reader base?
-Magazines can create insecurities, which then encourage women to buy the magazines in order to feel better about themselves
(The purpose of advertising is to make the audience feel marginally dissatisfied with his own life)

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Key theory 9 - Feminist theory - bell hooks - deliberately lowercase

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

Feminism is for everyone


60s adverts 
- less able than men
- all are mothers
- unable to do things without a man
- incompetent 
- more likely to make mistakes

Adverts often used humour to reinforce gender stereotypes, and to make it seem ridiculous to subvert them

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advertising in magazines

Magazines generate revenue primarily through sales of copies (print and digital) and through advertising.

Advertising accounts for approximately one third of total revenues across the industry. It is, therefore, vitally important that the magazine and advertising content target the same audience in order that the advertising brands benefit from increased sales as a result of advertising in the magazine.


1. Women’s place in the home – wife and mother

2. Women don’t make important decisions

3. Women are dependent on men for acceptance and protection

4. Women as sexual objects, and inferior to men



how is the representation of women constructed in the breeze soap advert?

-women need a soft and delicate soap - suggesting their skin is more sensitive?
-" to be sure you're all over feminine" suggesting all women are feminine











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