Bell Hooks (feminism), George Gerbner (

  • all women are the same - sexist
  • cream-puff advert reinforces the dominant ideology that all women should wear makeup - getting a man from it reinforces the ideology that women are there to be looked at by hetrosexual men - male gaze - van zoonen 
  • the function of a women's magazine is to tell them who to be
  • cook/clan/have children
  • nothing on hobbies and interests - serve the functions of men instead of serving a rich and interesting life
  • keep order and power to the men, is the purpose, reinforcing patriarchal hegemony - repetition, george gertner, cultivation theory, cultivates an ideology that women can only live a specific lifestyle


Bell HOOKS

  • feminism is a struggle to end patriarchal hegemony and the domination of women
  • feminism is a not a lifestyle choice - it is a political commitment
  • race, class, gender
  • only one type of woman is represented; hegemonically attractive and white
  • feminism is for everyone


George GERBNER

  • symbolic annihilation 
  • didn't include black people - financial - white people are the audience
  • ideas that women are weak, unintelligent, belong at home, depend on men, submissive, emotional, needy, 

the two ways magazine money is through advertising, the adverts sells a lifestyle the mag.
women are constructed in a stereotypical, straightforward and sexist way

  • she's not in the bath so she appeals to the male gaze - naked, you can see a lot of her breasts and bum
  • target audience for this advert is women - aspirational appeal to men, this you would see potentially in a porn magazine
  • sexually explicit
  • teasing the audience - the position of the model - we can see a significant amount of her breasts - looks like it came from a soft-core porn mag
  • audience believes she's beautiful because of her pout which is a prioretic code that she's blowing a kiss - romantic or sexual relationship
  • wearing make-up in the bath
  • direct mode of address, sounds like another women, 'darling'
  • condescending
  • allows audience to relate and connect with narrator
  • 'all over feminine' - you will be clean, women must be clean, grooming = feminine, 
  • symbolic annihilation of gay people 
  • she is to be idealised, a spectacle, the object of mens' fantasies - the male gaze
  • sop will make you a women, it emphasizes that only women care about being clean
  • hegemonically stereotypically attractive, the woman in the advert is 'hot', however the woman on the front cover is 'pretty' - more sexualised
To what extent is audience response to media representations, influenced by social, cultural and historical circumstances? 


 how does the magazine influence the audience through representations?

  • public place not in the home, she is out of the home which is unusual for the stereotypical woman in the 60's
  • saying this product is will help women attract men and they assume that women want/looking for a man and it's the social norm to have a husband/man
  • she is only there for men to look at and makeup is something that will make you appealing to men and that's the only thing that is important
  • the mise en scene of their formal costumes shows their wealth and status on society, they are hierarchically above the audience, and this makes them more attractive
  • 'beauty at a moments notice' - the lexis of this says that there is a clear conflation between makeup and beauty, therefore if you not wear makeup you will not be attractive
  • the mise-en-scene of her being the only woman in the room, presets an idesa that women are only placed their for attention and reinforces the male gaze and that a women leaving the house 
  • the woman is placed in a voyeuristic position and is being looked at by a man, the pictures are placed like a film strip, this connotes that she's like  movie star, this is also used in the page for Hitchcock's interview as he is a film producer
  • intradiegetic gaze (means the way in which characters look at each other in a media product), he is looking at her and she is looking at herself, the only purpose of a woman in a media product is to be a spectacle and to be looked at
  • the dominant ideology is that this man is not creepy, but this is perfectly acceptable behaviour
  • the audience are positioned with them
  • women wear makeup for men or to attract men

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