Hegemonic Norms


Reinforcing Hegemonic Norms 

What messages about female identity are encoded in to Woman Magazine?

- The fact it makes it desirable to have and commands the perfect kitchen, makes the women feel they have to be the perfect housewife.  The Stereotype portrays that women should be at home as the pictures never show the women outside, therefore indicating that they belong outside.  Another expectation is that women have to look good to be successful, the only woman that is not stereotypically is Alfred H's wife, who is shown through a mid shot, at the bottom, and shot with her husband so she does not even get her on shot and, does not even get priority, Grace Kelly is shown however as a mid shot, looking directly at the camera and is shown to be an idol to the heterosexual females.

What impact could this have on the target audience (who is the TA)?

- The TA is women ages 30 to 50.  George Gerbner's notion of Cultivation - ideology shown over and over again can manipulate them and reinforce them to follow a certain lifestyle.

What functions does the woman's magazine serve?

- Women's magazine is written for women so that can be manipulated and live a certain life, look a certain way and have their house a certain way

What potential advantages are there for reinforcing hegemonic notions of gender in a primarily female reader base?

- The power exerted over one group by another is called hegemony.  The power is being enforced by men and is therefore a form of patriarchy.  The whole magazine was male made and so the hegemony is constructed so men can basically brainwash women into letting them have more power and therefore allow the patriarchy to continue.  The TA is made so easy by producer as he can construct the target audience and it also exists purely for financial reasons.  The magazine also creates a binary opposition between men or women, it also creates a a simpler world and life.  


Feminist Theory - bell hooks

  • Feminism is a struggle to end patriarchal hegemony and the end of domination of women
  • Feminism is not a lifestyle choice: it is a political commitment
  • Race, class and gender all determine the extent to which individuals are exploited and oppressed

Advertising in Magazines 
They get money from the companies who wantt 
 

 









































































































































































































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