Changing/positive media representations of gender

Gill (femininity)

Argues there has been a significant shift in advertising representations of women which rather than presenting them as passive objects of the male gaze, they're now depicted as active, independent and sexually powerful. Found 3 core ways femininity is presented: 1. Image of the heterosexuality desired 'midriff' 2. 'Vengeful sexy woman' 3. 'Hot lesbian'

Westwood (femininity)

Talks about 'transgressive female roles' in TV meaning females are now presented in a way that means they're breaking hegemonic social and moral constraints/gender roles. This can be seen to be empowering women.

Glascock (femininity)

Explains the media now has a range of femininities portrayed in the media such as 'independent women' reflected within films and TV shows e.g. Merida, Katniss, Rapunzel, Shuri

Gauntlett (femininity)

States the media now provides alternative gendered images and ideas which produce a greater diversity of choice for people when constructing their gender identities. Found younger audiences are now more open to have female as well as male lead characters in films. Although male characters are often heroes, they now have a more sensitive, thoughtful and caring side and that women have become 'tougher'. Additionally found magazines aimed at young women emphasise they should do their own thing and be themselves e.g. Lady Gaga who promoted financial and emotional independence and the message that women can be tough and I dependent whilst 'sexy'. Another example being 'Friends' where female characters are equal but different to males.

Easthorpe (masculinity)

1980s saw the emergence of a new breed of glossy magazines aimed at middle class young men suggesting that men are emotionally vulnerable, should be more in touch with their emotions/feminine side, should treat women as equal, should care about their appearance and be active fathers.

Whannel (masculinity)

Claims the presentation of David Beckham is contradictory and that media presentations of him are fluid- his good looks, football skills, competitive spirit mark him out as a traditional 'real man' but it's balanced with his metrosexuality, his emotional commitment to his family and how he sounds a great deal of time, effort and money on his image.