Define the term ‘socialisation’

The process through which we learn the norms and values of our culture. (e.g. gender socialisation refers to the way in which we learn what is expected of us as men and women).

What messages do women’s magazines convey to women?

There is much critical debate in relation to women’s magazines and the representation within them. Women’s magazines convey a form of identity for the reader, about who they are expected to be as well as what it means to be a woman.

David Gauntlett’s theory of identity

The theory of identity argues that the representation of gender that circulate in media products are more diverse than previous generations.

According to the theory, the media provides us with tools and resources to constructing our own identities. Rather than being manipulated by the media, Gauntlett suggests that we take a pick and mix approach.

In analysing the magazines representations of gender you should make sure that you address the following questions:

• Does the magazine support Gauntlett’s claim that in the past media representations offered singular, straightforward messages about the ideal types of male and female identities?
• To what extent do the representation in your set magazine differ from those found in women’s magazines today?

Notes (pg 168-171)

There are many stereotypes in relation to media, the ‘happy housewife’ is a common stereotype with a long cultural history. The housewife is a representation especially during the 1950s & 60s that ‘stays at home’ and ‘looks after the children’ whilst the husband figure is working.

Representations of Female Beauty

Readers are encouraged to evaluate their own physical appearance, therefore measuring themselves against the ideal beauty type presented in magazines. Rather than promoting self-confidence, magazines often work on these insecurities and create anxieties for the reader.

Readers are invited to prove their femininity by participating in the rituals of the beauty community. Magazines frequently suggest that should the reader fail to invest the time, money and effort in her physical appearance that she runs the risk of losing her femininity.

Consider these issues when you analyse your set magazine:

• What messages does the magazine convey about female beauty?
• How is female beauty defined?
• How is the reader positioned in relation to the representations that the magazine offers? Are the models, stars or celebrities who feature in the magazine constructed as aspirational figures?
• To what extent does the magazine define a woman’s value in terms of the way that she looks

Representations of Race, Ethnicity and National Identity

In various women’s magazines it could be argued that the under-representations that ethnic minority groups are often presented in magazines. Furthermore, the few black celebrities who feature in mainstream women’s magazines are sometimes said to be whitewashed through the editing process or lighting set-ups. Races are often shown as exotic and treated as an object that are visually satisfying.

Does the Vogue (1965) reinforce traditional gender stereotypes of the time?

It could be argued that the front cover of the Vogue 1965 cover goes against traditional gender stereotypes by presenting a woman of the ethnic minority group. She also is presented as the main image as a form of liberation, her image is constructed as a sense of empowerment for women in general. The shot connotes power with the direct eye contact with the camera as well as her facial expression being serious. On the other hand, she is being represented as exotic, which is reinforced by the Turkish headwear and makeup. This then represents different races as purely objects and are only respected from a beauty perspective.

Throughout the magazine, there are adverts subjected to the stereotypical female reader. Makeup and skincare products are advertised in the magazine which strongly relate to a female audience. The Cutex lipstick advert directly address the audience by asking “Are you woman enough to wear them?”, reinforced by a large image of a woman with gentle and feminine connotations. These can be seen with the pink and yellow colour palette to connote nature linked with “summer” as well as the story of Adam and Eve. This reflects 1960s beliefs of women being photographic opportunities and not seen as independent people.

In the Revlon advert it defines “Making eyes has always been a great feminine art”. This shows that makeup is seen as a strictly feminine talent that excludes men and compliments the talents of women. This also portrays women as needing instructions in able to do makeup. During the 1960s, this was a common belief that women roles were to look after the children and be models, this was not believed that men could do the same. This can be reinforced by the Imperial Leather advertisement which plays on the role of the ‘mother’ in the household, reflecting the 60s view of women’s expectations.