NDLI: GENDER SIGNS IN MAGAZINE ADVERTISEMENTS: A Compared Semiotic Analysis of FHM and Cosmopolitan Advertisements

Please wait, while we are loading the content...

GENDER SIGNS IN MAGAZINE ADVERTISEMENTS: A Compared Semiotic Analysis of FHM and Cosmopolitan Advertisements

Content Provider	Semantic Scholar
Author	Oya, Sırma Tekvar, Sırma Oya
Copyright Year	2014
Abstract	In this study, in order to analyze how gender roles and stereotypes are built in magazine advertisements, overall 230 advertisements of men's magazine FHM and women's magazine Cosmopolitan, published in 2004, were surveyed. To do this, four volumes for each magazine could be reached and the selected advertisements were analyzed comparatively by the references of gender studies. During the process not only semiological analysis, but also content analysis, which is supposed to support and strengthen the results, established the method of the study. Within the framework of the references about idealization of modernity, by which consumption is promoted and gender stereotypes are reproduced as well, the results firstly showed that stereotypes of femininity in Cosmopolitan advertisements present variety in consideration of FHM advertisements. While it was not found any obvious sexual intercourse signs in FHM advertisements, they were detected, on the other hand, in Cosmopolitan advertisements. Not only traditional, subordinated women, but also modern women who are self-confident, independent representations were found. There are also male representations within the framework of hegemonic, dominated and affective manhood while some ⦆new manhoodを who is more moderate, gentle and more feminine were indicated. It was also found that both of the magazines include signs, which associate with fetishism and sexual fantasies.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://media-educoandgender.weebly.com/uploads/1/0/3/7/10373263/gender_signs_in_magazine_advertisements-libre.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

Central Library (ISO-9001:2015 Certified)
Indian Institute of Technology Kharagpur
Kharagpur, West Bengal, India | PIN - 721302

See location in the Map
03222 282435
Mail: support@ndl.gov.in

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in