Woman Magazine: Lesson 2

Woman Magazine

Patriarchal hegemony- the idea that hegemonic norms are put in place by the men that rule society
Hegemony- society's norms

Ideology- the beliefs and values of the producer

Hegemony - the socially accepted rules of society

Anchorage- where meaning is weighed down and reinforced by media language

• her feminine nature is further reinforced by her flowery dress
• a time of change for women as they were starting to receive some rights, but critically lacked certain rights
• campaigns started for equal rights, and focused on issues such as equal pay, the right to education, equal job opportunities, etc
• objectifications in the media was particularly strong in advertising, with sexist slogans and sexually objectified representations being considered hegemonically acceptable
• the rise of second wave feminism and the women's liberation movement, who actively protested against patriarchal hegemony - in particular, marriage came under criticism because it was such a limiting institution
• unmarried women were looked down upon in society
• marriage was criticised by the woman's liberation movement for legitimising rape and controlling behaviour over women
• peace movement, the Beetles, emergence of counterculture → changing attitudes to sex and the introduction of the contraceptive pill
• the producer of woman magazine demonstrates a straight forward and conservative mindset, representing women as housewives
• use of a hegemonically attractive cover model suggests to be successful you need to be pretty
• title of the magazine is further anchored through the selection of the cover model and selection of cover lines. reinforcing the stereotypical target audience

David Gauntlett's Theory of Identity- audiences can pick and mix which ideologies suit them and completely ignore the elements of the product which they do not agree with

hey gals