Representation of Gender in Lifestyle Magazines

1
Representation of Gender in Lifestyle Magazines

• Representation is the concrete form of the
  abstract concept of ideology

In other words groups of people, objects,
institutions or events are RE-Presented through
the medium of magazines reflecting an ideology.
2
Ideology

• Ideology as defined by MacLennan is concerned
  with
• 1 a coherent system of values
• 2 deals with power in society
• 3 is believed by a large number of people

3
Mediation

• Through a media form like magazines, ideology is
  mediated by the producers

Which means that the magazine publishers and
producers impose their ideology onto their
product using the conventions of the magazine
form.
4
Audiences
Audiences respond either in a passive or active
manner, or are positioned by the representations
5
Analysis

• To analyse media representations we must
  understand several things-
• what is the producer's intent?
• who is the target audience?
• what is the nature of the medium of magazines?

6
Producers Intent

• to inform
• to entertain
• to educate
• to change opinion
• to be profitable
• to attract the right type and numbers of audience
  to sell advertising space

7
Producers Intent (2)

• Are there any ideological intentions?
• What sort of lifestyle is being advocated?
• Are there any conflicts between their
  advertisers, their institutional owners and their
  aims?
• How will they change their representations to be
  up-to-date?
• How will they keep their audiences as they get
  older?

8
Work

• With one of the articles do the following
• Read and textually analyse the article and its
  layout.
• Use as many theoretical perspectives as are
  helpful to understand the representations, what
  they are, and how they are communicated through
  the articles sign systems.
• What is the producers intent?

9
Working Methods
Remember that you are looking for the intentions
of the producers.

• Look at the use of images posed/unposed?
• Look at the content of the articles what is the
  narrative resolution?
• How are opinions conveyed?
• Are there any stereotypical labels being used?
• Do the headlines/tasters reflect the article?
• What are its authorities or sources?
• Look at the layout and design. What are you
  supposed to think?
• Does colour play a part?
• What other signs or codes are at work?
• Is the article well researched?