1.2

 the changing role of women

- more and more accessing education and higher education - hegemonic norms and roles for women typically involved housework and work in the domestic sphere

contraceptive pill 


ideology - producer's beliefs and ideals


hegemony - dominance over a group of people~


anchorage - you can tell its for women because it is called "woman"


David Gauntlet - Audiences are not passive, and media products  allow the audience to construct their own identities
Media allows us to construct our identity to the world around us

Audiences can use this knowledge to interact with other audiences

pick and mix theory - audiences can pick and choose which bits of a media product they interact with - for example they may choose to ignore ideologies which they do not agree with


a present for your kitchen spread - different ways to improve your kitchen
article presents three different price points appealing to three very different audiences - pick and mix of different things

detailed article handholds target audience of women through every stage of improving kitchen, perhaps assuming that the target audience has limited intelligence

"it slots so any girl can assemble it quickly" - diminutive, condescending, infantilization
Reflects patriarchal values of the time, but suggesting that 'girls' should give it a go is actually surprisingly progressive

heteronormative - "get the man in your life"

The double page spread constructs housework and kitchen work as being part of an exciting and glamourous lifestyle

reinforces patriarchal hegemony

-------

present for your kitchen - sexist, but maybe ownership? can make decisions and home improvements


- prices shown, maybe the women can buy the products? and are learning to be savvy?
-"any girl can assemble it" - still heteronormative, patriarchal hegemony, but instead it isnt saying that women cannot assemble it at all
- lots of words - suggests ta is educated, Working class audience, yet requires a fair degree of literacy in order to read and engage with
-assumption that the ta has a lot of time on their hands

polysemic reading - "any girl can do it" sexist // progressive

encouraging female target audience to engage in DIY (saucepan store)

woman shelling peas with her son - mise en scene of small boy shelling peas could provide female TA with the pleasure of challenging sexist and hegemonic behaviour
a singular and straightforward ideological message about women - surprisingly progressive, with references to DIY and even occasional nods to gender equality 

 If woman magazine is so sexist and straightforward, why is this the case?
- conforms to hegemonic norms, dominant ideological perspective of the time, makes the most money

By presenting a singular and straightforward ideoigy to a mass audience, Woman magazine guarantees it's financial success 

Woman magazine conforms to the dominant ideology


subjugate - to "put down" or to "put in their place"

Feminist argument: woman magazine reinforces patriarchal hegemony

cultivates self-fulfilling prophecy 

"they're like snow capped volcanoes" 
'after years of selecting, grooming and directing some of the most beautiful actresses in the world'


alfred hitchhock - director
psycho
the birds
vertigo
north by northwest
rear window





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