New trends in the representation of women in contemporary mediaculture: An analysis of women empowering advertising campaigns
Başlık çevirisi mevcut değil.
- Tez No: 718192
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: İletişim Bilimleri, Communication Sciences
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2015
- Dil: İngilizce
- Üniversite: University of Leeds
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 53
Özet
Özet yok.
Özet (Çeviri)
Unlike previous scholarly research which has examined women representation in the media by highlighting the point that women have long been depicted as passive and dependent on men thereby reproducing traditional gender roles, this research aimed to discover the newly emerging trends in the representation of women in the media in which over the last decade women have been represented in empowered and liberalized manner. In order to provide a current understanding of women's representation in the media, particularly in contemporary advertising, this empirical study examined the latest examples of women empowering advertising campaigns namely Cover Girl: Girls Can (2014), Pantene: NOT SORRY Shine Strong (2014), ALWAYS: Like a Girl (2014), Under Armour: I will what I want (2014) and Gillette Venus: Use Your And Ad Campaign (2015). Through social semiotic and critical discourse analysis of advertising campaign's representational practices in the example of campaign's video commercials this research concluded that while these campaign's representational strategies construct the meaning of empowered women as independent and powerful by way of producing the myths of contemporary women as physically active, multidimentional, authoritative, darer, courageous, funny, successoriented and unstoppable women, women have been represented in commercialized manner by promoting women's empowerment rhetoric in relation to the companies' economic and commercial values. This relational link, the study argues, also simultaneously produces some stereotypes of newly empowered women by associating them to postfeminist ideals of feminine beauty which means women are called to have strong hair or smooth legs as a sign of their power. In this regard, the research claims that the ideological position embedded in these representations strives to promote empowered women in order to reach advanced consumerism targets of commercial companies by encouraging women to consume recommended brands as a sign of their independence and feminine power.
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