Rep of Gender in the Media today

Learning objectives:
Consider how gender is represented in Cosmopolitan Persil ads

Key terms:
Subversion of stereotypes - This is where a media text presents an alternative and different representation that 'plays with' or challenges audience expectations.

Key Figure: 
Laura Mulvey - is a feminist film theorist whose work on the sexual objectification of women through 'male gaze' can be used to analyse a range of media texts, films, ads, magazines etc.

When it comes to representation, you need to show that you have explored these areas:

• The role of selection, construction and anchorage in creating representations.
• How media texts use representations and the effect those representations have upon audiences.
• The points of view, messages, and values underlying those representations.
• You will be expected to have studied a range of examples of representations in media texts and you must be able to write about them using key media terminology.

Women:

The representation of women in the media has developed and adapted to reflect cultural and socialogical changes. As women's roles in society have undergone a transformation, this has been reflected in some areas of the media.

However, there are still some stereotypical representations of women where they are defined by how men see them and how society expects them to look and behave. 

Women still tend to be judged on their looks and appearance foremost.

Representations tend to concentrate also on their sexuality; emotions and narratives tend to be based around relationships.

The way in which the representation of women is constructed in texts like glamour magazines is unrealistic and instills unattainable aspiration in the audience.

In an examination response it is important that you explore the representation of gender at a sophisticated level and go beyond basic discussion of positive and negative, it is much more complex than that.

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The representation of Fearn Cotton as the cover image on Cosmopolitan (October 2011) magazine would appeal to both men and women.

In simple terms, women want to BE her and men want to BE WITH her.

The cover line related to her defines her very much in terms of a relationship and of emotions; 

'Being in Love'.

The image is constructed through visual codes, costume and mode of address. 

The image is ambiguous; her posture and body language are strong but she is also very sexualised.

She is defined in terms of her body image and her size.

By highlighting her 'firm thighs' the magazine presents this representation as that which every women should aspire to.

The other cover lines suggest the discourse of the magazine and represent women in terms of beauty, sex and consumerism.

The sell lines of 'miracle beauty buys' gives hope to those readers who do not look like the female construction of the magazine. The representation is obviously unrealistic and the construction includes image manipulation such as airbrushing to give a representation of perfection. Unattainable for most ordinary women.

When you are discussing areas of representation such as stereotyping, you must be sure to analyse the representation according to the context in which it appears and the purpose.

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Subversion of stereotypes

Whilst there remain many stereotypical representations of women in the media, there are also texts that are constructed to challenge these representations. These texts hold messages that offer a more realistic or refreshing representation of women in the media today. In film and television we see more and more women who have key roles and that are active rather than passive. They are defined by what they do, rather tan what is done to them. They are less the victim and more the hero.

Some texts cleverly play with accepted stereotypes in order to challenge them. This is true of the GHD hair straighteners Twisted Fairytales campaign.

Here the stereotypical representations of women are subverted to create strong women who do not have to rely on men to rescue them. The campaign uses Rapunzel, Cinderella and Little Red Riding hood, in each case they leave the stereotypical male hero behind in a twist at the end. 

In the print advert above, RRH is shown to be both sexually attractive and purposeful. She engages in a direct mode of address with the audience. The iconography and graphics remain that of a fairytale but the representation is very different (as the rhyme indicates)..

However, it is also true that, although the women are strong and independent and over come the men in the GHD campaign, they are also stereotypically beautiful and it is their beauty aid, hair straighteners that are deemed responsible for their success.

In this respect, the representation of women in the campaign is ambiguous.

Task 1:

Write 200 words about the representation of women in the Persil ad below

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Men:

Key terms:

New man - this was a term introduced to describe a new breed of men. These men rejected sexist attitudes; were in touch with their feminine side and were therefore not afraid to be sensitive, caring and could sometimes be seen in a domestic role.

A good example of a media text that reflects this changing role is James Bond, here the representation of men has become more acceptable.

Key Figure: 

David Gauntlett - in his book 'Media, gender and identity considers the changing representations of men and women in the media. He also discusses the Pick and Mix theory. This suggests that audiences are active rather than passive and will choose what to do with the media rather than having the media manipulate them.

Stereotypically, men in media texts are represented differently from women but their representation, like that of women, has changed in order to address changes in society.

There have been many cries that masculinity is in crisis and that men no longer have a traditional role to play in society as they once did.

However it is the case that men, just like women have had to change their roles and this has been reflected in their representation across a range of media texts. With the advent of the 'new man' there appeared different representations of masculinity. 

However, even when disguised as a new man, representations of men in the media still tend to focus on the following:

• Body image and physique
• Physical strength
• Sexual attractiveness and relationships with women
• Power and independence

One media area that has developed dramatically is the men's magazine market. Now men as well as women are given aspirational and unrealistic role models to emulate.

Men too have to be concerned about their weight and body imageand buy into an unattainable lifestyle through the representations presented to them.

Men's Health magazine is now the best selling men's magazine, overtaking FHM in 2010.

Below is a constructed image that defines men very clearly.

The central image is one of perfection and has clearly been manipulated to present the 'perfect body' image.

The mode of address is direct and the use of imperatives is commanding and powerful.

However, as this is a new man, he is also concerned about his health and his diet, but reverts to a more traditional type, refering to sex rather than relationships.

The cover lines include quick fix problem solving to suggest a healthy lifestyle and acquiring this body is easy.

The body language of the model suggests that he is proud of his shape and is self obsessed, looking away from the audience.

However, there still exist in the media the more stereotypical representations of men in strong roles defined by their power, independence and their ability to survive against all the odds. These representations tend to be associated with particular genres, for example the action film, still largely the domain of the male protagonist.

In Casino Royale and Quantum of Solace, the audience is presented with James Bond, the action hero. The iconography that places him in this role is evident in these stills from the film; dinner suit, gun, action shot and the beautiful woman.

However, on closer analysis, this representation is more ambiguous and reflects the new man that is James Bond.

The woman is not an accessory; she is next to him and has clearly been part of the action. His bow tier is missing and his suit is dishevlled. His expression is not the usual cool and calm, but moody and unhappy. In another shot he is seen as protecting the female and looking intimidated himself. Different to the old James Bond.

Task 1:

Write 200 around words on the representation of men in the three texts, 

American Sniper, 

Casino Royale and 

Men's Health.