Pregledni rad
GENDER STEREOTYPES: OBJECTIVIZATION OF WOMEN'S IMAGE IN MEDIA
Tihana Lubina
; Doktorska škola društveno-humanističkih znanosti Sveučilišta u Osijeku
Ivana Brkić Klimpak
; Doktorska škola društveno-humanističkih znanosti Sveučilišta u Osijeku
Sažetak
Nowadays modern media especially television and the Internet, are closely connected with production and incorporation of cultural identities. Namely, archetypal male and female features already socially established by a gender category, are being settled by conscious usage and repetition of stereotypes in a recipient on a subtle level. Once adopted, such gender stereotypes become extremely resilient to change due to new information, transforming themselves into patterns that are deemed as a representative way of thinking and communication with other people. The distinction in representation of women and men in media is indisputable and since it is only important in advertising industry for an advertisement to attract attention and sell a product, it is often the only function of women's image and body. Modern fashion industry exists thanks to media enabling them to be omnipresent now and there, in which process the women's fashion sets an example considering the fact that it has become much more provocative, freer and open with time and imposing itself under the auspices of stylism and imperative of attractive looks. By forcing the physical appearance, a beauty ideal is obtruded to women being in principle superficial, empty and unreachable, apparently success and money being behind it while they are being objectivized for the purpose of representing the same in the process.
Since sexism as prejudice and discrimination based on sex, refers mostly to negative objectivization and sexualization of women, a space of critical query to such stereotypical representations has been opened dictated by media and by manipulating recipients' perception in long-term, they can have effects on their everyday life and system of values.
Ključne riječi
media; fashion industry; gender stereotypes; sexism; objectivization of female image
Hrčak ID:
130938
URI
Datum izdavanja:
30.8.2014.
Posjeta: 17.237 *