Naslov
The Construction of Negative Gendered Stereotypes in the Media

Autori
Šikić-Mićanović, Lynette

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
International Scientific Colloquim / Stigmatization and Identity of Marginal Groups in the Culture Globalization Process / Banovac, Boris - Rijeka : Pravni fakultet Sveučilišta u Rijeci, 2002

Skup
Stigmatizacija i identitet marginalnih grupa u procesu globalizacije/ Stigmatization and identity of marginal groups in the culture globalisation process

Mjesto i datum
Opatija, Hrvatska, 10.05.2002. - 11.05.2002

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
advertisements; stereotypes; representation of women

Sažetak
This paper considers contemporary representations of gender in media discourses in Croatia, that is, how representations of femininity are constructed in relation to representations of masculinity. Specifically, focus is on the woman subject and how these subject(s) are represented in advertisements. This discourse has been chosen because advertising images are some of the most ubiquitous and influential elements in our everyday lives that express and model social representations of gender and unquestionably provide socially sanctioned models of gender for society to emulate. Analysis shows that in most cases the woman subject in advertisements is depicted in the following ways: i) advertisements redefine her beauty making it an almost unattainable goal towards perfection and suggest that it is the only way in which happiness and success can be achieved ; ii) emphasis is on her weaknesses, that is, she is shown as submissive, confused and in constant need of improvement and iii) she is often portrayed as a mere sex object, that is, as fragmented body parts. The implications of these depictions for both men and women are also discussed.

Izvorni jezik
Engleski

Znanstvena područja
Sociologija, Psihologija

POVEZANOST RADA