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Gender Roles and Beauty Ideals in Visual Representations of Women: A Comparative Study |
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Abstract:
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Visual representations of women are a salient window into gender relations in contemporary societies. Typical studies of the depiction of women in women's magazines focus on gender roles and beauty ideals. These studies suggest that, despite women's movement into the labor force and feminist gains, women are still primarily depicted in a traditional light or in a derogatory manner. They also point towards “colorism” (Okazawa-Rey et al. 1987) and the privileging of a white beauty ideal in the U.S. This study goes beyond the current research not only by examining advertisements and editorial materials but also by expanding the scope of magazine representation to several countries that vary in labor force participation and population phenotypes. A content analysis of comparable best selling women's magazines in India, Mexico, Russia, and the U.S. between July 2000 and January 2002 reveals that the four countries are not statistically different on their representations of women in nontraditional roles. That is, all four countries are low on the representations of women in nontraditional roles. The analysis also reveals a highly visible Eurocentric beauty ideal across all four countries. |
Most Common Document Word Stems:
women (71), magazin (44), countri (34), role (33), color (33), skin (28), gender (28), beauti (26), advertis (26), u.s (23), india (23), 1 (23), represent (22), mexico (22), 2001 (22), studi (21), russia (18), ideal (18), pictur (17), 2 (16), includ (15), |
Author's Keywords:
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gender, visual representations of women in magazines, roles, beauty, advertisements, comparative study |
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Association:
Name: American Sociological Association
URL: http://www.asanet.org
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Citation:
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MLA Citation:
| Mayorova, Olga. and Kwan, Samantha. "Gender Roles and Beauty Ideals in Visual Representations of Women: A Comparative Study" Paper presented at the annual meeting of the American Sociological Association, Atlanta Hilton Hotel, Atlanta, GA, Aug 16, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p107411_index.html> |
APA Citation:
| Mayorova, O. V. and Kwan, S. , 2003-08-16 "Gender Roles and Beauty Ideals in Visual Representations of Women: A Comparative Study" Paper presented at the annual meeting of the American Sociological Association, Atlanta Hilton Hotel, Atlanta, GA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p107411_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Visual representations of women are a salient window into gender relations in contemporary societies. Typical studies of the depiction of women in women's magazines focus on gender roles and beauty ideals. These studies suggest that, despite women's movement into the labor force and feminist gains, women are still primarily depicted in a traditional light or in a derogatory manner. They also point towards “colorism” (Okazawa-Rey et al. 1987) and the privileging of a white beauty ideal in the U.S. This study goes beyond the current research not only by examining advertisements and editorial materials but also by expanding the scope of magazine representation to several countries that vary in labor force participation and population phenotypes. A content analysis of comparable best selling women's magazines in India, Mexico, Russia, and the U.S. between July 2000 and January 2002 reveals that the four countries are not statistically different on their representations of women in nontraditional roles. That is, all four countries are low on the representations of women in nontraditional roles. The analysis also reveals a highly visible Eurocentric beauty ideal across all four countries. |
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| Document Type: |
.PDF |
| Page count: |
19 |
| Word count: |
3701 |
| Text sample: |
| Gender Roles and Beauty Ideals in Visual Representations of Women: A Comparative Study —Presentation Script (NOT A FINAL PAPER)— Olga V. Mayorova Samantha S. Kwan 1 Introduction Visual representations of women are one window into gender relations in contemporary societies. They can tell us how the producers of these representations view women or how they think their audiences view women or some combination of both. Studying these representations can therefore help us understand these underlying views about gender. There |
| 24% 58% 35% Russia 8% U.S. 18% 34% 37% 35% 21% 27% 20% 18 Figure 6. Eye Color. India Mexico 41% 41% 59% 59% Russia U.S. 37% 43% 57% 63% 19 |
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