1. Feminist media studies + 13
Liesbet van Zoonen
Professor of Media and Popular Culture
University of Amsterdam

2. Media text analysis EXERCISES IN: Content analysis: quantitative
Unit of analysis
Variables
Counting
Semiotics: qualitative
Which signs (signifier – signified)
Which signs are absent (paradigm)
How are signs combined (syntagm)
Which meaning (message/ideology)
Research question: how is gender constructed in CKpe ads?
23/02/2019

3. Eternity
1994:portrayal of women, relatively straightforward portrayals:
Symbolic annihilation, women absent from mainstream media
In women’s magazines and women’s pages: housewife and mother (Betty Friedan)
Sexual revolution of the 60ies: sexual liberation, woman as object.
Nowadays, strong women, diverse images
Maybe different from FMS: symbolic annihilation??? Pop culture shows many women, extremely popular, then Oprah and Madonna, Cosmo. Now these images abound.
Female popstars: Madonna, Spice Girls, Aguilera, Missy Elliot, --- Girl power
Subculture: gothic: gender bending
Girls’ culture: porno chique
TV series: Sex and the city, Ally McBeal
Bridget Jones
Diverse portrayals of women and feminity, but:
Young and beautiful, fat is an issue
Heterosexual romance
Sexuality
Body on display, under control
Often lack of fulfilment
What would a feminist perspective be?
Gothic
23/02/2019

4. Obsession
23/02/2019

5. Escape 23/02/2019 3 houses, 3 workplaces, 3 teams
broadcast, pay-tv, internet
No end, but will stop in Feb. 06
Farm, fashion studio, garage.
23/02/2019

6. Comparison (1) 23/02/2019 3 houses, 3 workplaces, 3 teams
broadcast, pay-tv, internet
No end, but will stop in Feb. 06
Farm, fashion studio, garage.
23/02/2019

7. Comparison (2)
23/02/2019

8. Gender ? 23/02/2019 3 houses, 3 workplaces, 3 teams
broadcast, pay-tv, internet
No end, but will stop in Feb. 06
Farm, fashion studio, garage.
23/02/2019