A Critical Analysis of Feminist Theories Concerning the Representation of Women in Advertising. Essay Example
A Critical Analysis of Feminist Theories Concerning the Representation of Women in Advertising.
There are many forms of feminisms which often contradict each other and focus their efforts on issues which reflect their local concerns (Skeggs, 2004). Zoonen (1994) states that there are at least two notable themes which reoccur within feminist media theory, these are stereotypes and gender socialisation, and ideology. These issues will be addressed with reference to several feminist theories to determine how women are represented in advertising. Pornography is considered by some to be a third theme which is a growing area of research for theorists (Zoonen, 1994:15.) Some believe that these themes ‘belong’ to particular strands of feminism respectively liberal, radical and socialist feminism (Zoonen, 1994:15.) The classifications of political and theoretical strands work to differentiate the gamut of feminisms, Liberal feminism is largely attributed to political strategy concerns in the United States and has not incited as much theoretical analysis as the social and radical strands which are associated with Europe (Zoonen, 1994:13) Whilst these strands have identified clear differences between feminisms they are now of less importance as each strand overlaps the other and encompasses a diverse range of positions (Eisenstein, 1981).
Throughout its history feminism has experienced a great deal of change both in the results of its actions and within its institution. The academic sphere first acknowledged feminism in the early 1970s when the collective effort of women to attain a more active role in public and academic matters was recognised (Byerly & Ross, 2006:1.) The first wave of feminism pre dates this and is characterised by the suffragette movement where women fought for their right to vote. Second wave feminism focused on political structures and the oppression of women, it sought change in legislation and industry for equal rights. Third wave feminism was
There are many forms of feminisms which often contradict each other and focus their efforts on issues which reflect their local concerns (Skeggs, 2004). Zoonen (1994) states that there are at least two notable themes which reoccur within feminist media theory, these are stereotypes and gender socialisation, and ideology. These issues will be addressed with reference to several feminist theories to determine how women are represented in advertising. Pornography is considered by some to be a third theme which is a growing area of research for theorists (Zoonen, 1994:15.) Some believe that these themes ‘belong’ to particular strands of feminism respectively liberal, radical and socialist feminism (Zoonen, 1994:15.) The classifications of political and theoretical strands work to differentiate the gamut of feminisms, Liberal feminism is largely attributed to political strategy concerns in the United States and has not incited as much theoretical analysis as the social and radical strands which are associated with Europe (Zoonen, 1994:13) Whilst these strands have identified clear differences between feminisms they are now of less importance as each strand overlaps the other and encompasses a diverse range of positions (Eisenstein, 1981).
Throughout its history feminism has experienced a great deal of change both in the results of its actions and within its institution. The academic sphere first acknowledged feminism in the early 1970s when the collective effort of women to attain a more active role in public and academic matters was recognised (Byerly & Ross, 2006:1.) The first wave of feminism pre dates this and is characterised by the suffragette movement where women fought for their right to vote. Second wave feminism focused on political structures and the oppression of women, it sought change in legislation and industry for equal rights. Third wave feminism was