Popular media such as magazines and television shows like Sex and the City and Nigella portray contemporary core feminist beliefs that can strongly impact the consumer culture of their target audience. A common trend, although represented differently in each medium, is how identity is expressed through consumer culture and the politics of consumption. This paper will investigate how media depicts and exploits the changing feminist identity through consumption and independence.
Fundamentally, feminism is the theory of the political, economic, and social equality of the sexes (Merriam-Webster, 2016). It is an interdisciplinary approach to issues of gender equality, gender expression, gender identity, sex, and sexuality as understood through
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By representing fashion as an “exploitative consumer industry which limited women 's choice about who to be and encouraged them to think about clothing in terms of how other people perceived them” (Hollows, 2013, p. 9), Spare Rib tried to portray the idea of a responsible feminist consumer as active, informed, concerned, and conscientious. Spare Rib even went to the extreme and touched upon one of the key notions of this movement: disidentification from the identity of a housewife. In relation to food shopping, one of the main duties of a housewife, an article in Spare Rib in 1974 argued that “an attempt to remove responsibility for food shopping from the sexual division of labor by noting male partners’ equal participation in the work of the food co-op. [There are] joys of learning to shop at Spitalfields market, hunting for bargains and working co-operatively, divorcing responsible consumption practices from associations with asceticism and separating the pleasures of consumption from the role of the housewife” (Hollows, 2013, p. 10).
While second-wave feminism included a disidentification from the identity of a housewife and domestic practices, post-feminism was characterized by capitalism, consumerism, and a decreased interest in politics and
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In Sex and the City, one of the main characters was paying $700 a month for a 600 square foot apartment in the exclusive Upper East Side of Manhattan. Now, such an apartment would go for triple or quadruple the price. Between the luxurious brownstone and the extremely expensive Manolo Blahnik shoes, the show highlights the unobtainable for many women. Although these consumer goods portray an image of a “hip urban feminist” to make the show more appealing, many women cannot afford the standard set by some of these shows. A more recent television show, Girls, is an example of the shift to the attainable. For example, one of the characters lives in a 250 square foot studio in a not extremely prominent area in Manhattan. However, this is much more realistic for many young people than the Upper East Side
In Rereading America excerpts by Jean Kilbourne’s “Two ways a Woman Can Get Hurt”: Advertising and Violence” and Joan Morgan entitled “From Fly-Girls to Bitches and Hos,” both authors focus on gender inequality in America. In doing so they are trying to explain to the audience about the status of women in the men dominated society. Both articles discuss the violence and exploitation of women and demonstrate the power of media and the entertainment world based on our attitudes that influence our behavior as men and women. Both selections also make readers think about the current status of women in the society and the media’s role in a way of effective gender roles among society. Kilbourne and Morgan provide the different examples in their own ways to support their selections and ensure to make their essay successfully persuasive by demonstrating their point of view, while still reaching the same conclusions. Kilbourne takes a calm approach to explain to the readers how the objectification of women in advertisements constitutes a form of cultural abuse, while Morgan adopt a very aggressive way to express her point of view. Comparing Morgan’s tone with Kilbourne, Morgan’s aggressive approach might leave readers disinterested to read her selection.
Riordan, Ellen. "Commodified Agents and Empowered Girls: Consuming and Producing Feminism." Journal of Communication Inquiry 25.3 (2001).
The advertisements in Life magazine create a certain deception of women in the early 1950’s and give a message about class. Women are portrayed in a flattering way and are shown to be content with their lives. However, the magazine advertisements, in their sexist nature, give off the message that women are meant to be secluded from anything that is not related to domestic work, creating the female housewife stereotype. Constantly women are shown in advertisements relating to appliances, cleaning, and being a good wife. Class in Life magazine is also shown by the possession of materialistic objects, like cars. It gives off the message that by owning these objects one is essentially living the dream.
Betty Friedan is the author of the famous book, which credited the beginning of a second –wave feminism in the United States. Friedan’s book begins with describing “the problem that has no name” to women who had everything, but were unhappy, depress and felt like they had nothing. Women are expected to be happy by buying things, a new refrigerator, house, best-selling coffee, having the right make-up, clothes and shoes, this is what the Feminine Mystique symbolized. Something that women wanted but can never have. Furthermore, society in present day is full of advertisements everywhere we go in TV, books and on the radio. The young generation as well as adults get trap in a fantasy world full of perfection. Women always want to have a thin waist, the most expensive make-up and purses, it’s all based on stereotypes. In her book, Friedan mentions that the average age of marriage was decreasing compared to increasing birthrate of women. Moreover, Friedan has been nit-pick at for focusing on the middle-class women and for prejudice against
Society has evolved significantly from its initial gender stereotype of the black and white images of the hard-working husband and the loving, domestic housewife. According to Raewyn Connell in his book Gender (2009) he says that men are or at least should be the ‘producers or breadwinners’ and that women should be the ‘consumers’. However, it was around the middle of the 20thcentury during the onset of the feminist movement when the idea of the perfect woman was featured by glamorous magazines and television. Yet, there has been much controversy about the ways in which the mass media represents women and how they have been affected by these images. In the patriarchal society of the period, there was a decrease in strong women being emotionally and mentally stable, intellectual and sexually attractive. Building on that premise, this paper will examine and analyse the different stereotypical roles the female characters of Desperate Housewives portray, how they are viewed by the audience, and what impact these gender constructions have on society.
This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated
For many years, a political, culture, or economic movement aimed at establishing equal rights and legal protection for women. Feminism involves political and physiological theories concerned with issues of gender difference. Feminism seeks to achieve equality and social rights for women in all key areas, which includes education, personal economic, employment, and cultural sphere of human endeavors. Women's rights is an issue that not many people cover, but affects every woman's lives. There are both pros and cons to this issue. Men, social media, and people’s perspectives are all relating to this issue.
In "Where the girls are: Growing Up Female With the Mass Media," Susan Douglas analyses the effects of mass media on women of the nineteen fifties, and more importantly on the teenage girls of the baby boom era. Douglas explains why women have been torn in conflicting directions and are still struggling today to identify themselves and their roles. Douglas recounts and dissects the ambiguous messages imprinted on the feminine psyche via the media. Douglas maintains that feminism is a direct result of the realization that mass media is a deliberate and calculated aggression against women. While the media seemingly begins to acknowledge the power of women, it purposely sets out to redefine women and the qualities by which they should define themselves. The contradictory messages received by women leave women not only in a love/hate relationship with the media, but also in a love/hate relationship with themselves.
According to Webster’s dictionary, the definition of feminism is the theory of the political, economic, and social equality of the sexes. One might think that the stereotypical feminist might be a woman with hairy
Friedan frustratingly explains how women’s choices to revert back to domestic roles after World War II compromised women’s independence and identity. Friedan uses this frustration to revive modern feminism and extinguish the prison that gender roles had imprisoned women in. In The Feminine Mystique, Friedan illustrates how women fell into the common portrayal of a housewife just fifteen years after the war and how “millions of women lived their lives in the image of those pretty pictures of the American suburban housewife, kissing their husbands goodbye in front of the picture window, depositing their stationwagonsful of children at school…their only dream was to be perfect wives and mothers…”(Friedan 61) and other description that fit the occupation of “housewife”.
Feminism is a perspective that views gender as one of the most important bases of the structure and organization of the social world. Feminists argue that in most known societies this structure has granted women lower status and value, more limited access to valuable resources, and less autonomy and opportunity to make choices over their lives than it has granted men. (Sapiro 441)
According to Webster’s dictionary, the definition of feminism is the theory of the political, economic, and social equality of sexes. One might think that the stereotypical feminist might be a woman with hairy armpits complaining about irrational
Feminism, what is it and how did it developed? Feminism is a women's right movement and it’s goal may differ by era it is found but one continuity is to seek equality for women after a certain perceived. Thus it certainly did not developed overnight nor did it stayed the same throughout the ages. Feminism empowers women against oppressive sexism but what is the definition of the word “women”? Some define the word “women” by sex while others define ‘women” by gender. Sex and gender may seem similar yet they are different which can exclude some people if the only one of those definition is used. Sex is the physical and biological aspect that differentiate men and women by reproductive organ shape while gender is a social construction that assign feminine roles to women and masculine role to men. If you define women by sex you exclude male to female transgendered people and infertile women while if you used gender to define women you exclude “masculine” women. In reality the definition of women is most likely inclusive of both sex or gender as it includes those that are biologically women (but may not conform to the gender role) or gender (which includes those who self identify as female). For such a simple term it requires a bit of thinking and by answering who is a women we also get the answer of who benefits from feminism.
Feminism is defined clinically as the advocacy of women's rights on the basis of the equality of the sexes. By a less medical definition, feminism is a philosophy in which women and their contributions are respected. It is based on political, social, and economic equality for women and men in a few instances. Feminists can be anyone in the population regardless of sex, gender, or ethnicity. Feminism can also be described as a movement.
“The Satisfactions of Housewifery and Motherhood” was an interesting and informative article of what life was like when living in the shoes of a housewife in 1977. That was a time when women were going off to work in order to help support their families due to The Women’s Rights Movement. Society frowned upon those women who remained a housewife. They were viewed as blood sucking leaches living off their husbands. Terry Hekker believed that she would be one of the last housewives before their extinction. Some of the main beliefs that Ms. Hekker wanted to explain is there are misunderstandings about the role of a housewife, benefits can be gained and that the occupation of a housewife is an acceptable job for women. Terry Hekker proves that society back then left some women affected negatively by the “do-your-own-thing” philosophy. The author brought up a few arguments...