Hegemonic Model
Hegemony is the power of the ruling class to convince to convince other classes that their interests are the interests of all; dominant groups have to convince other groups. It acknowledges the other positions of different people in society, and suggests they cannot have their own way by just producing something.
The media support and perpetuate dominant ideologies based on traditional values that are viewed by most as normal. This occurs due to the predominant ownership of media industries by middle – class, middle aged white men. This affects the messages and ideology within the media product, example, and subconscious fears of anyone outside the dominant ideology, or what is normal.
I found this concept facininating, because the truth of the matter is, they are all extremely true. Most women in todays society feel the need to change their appeareance in order to feel socially accepted.
Hegemony is the power of the ruling class to convince to convince other classes that their interests are the interests of all; dominant groups have to convince other groups. It acknowledges the other positions of different people in society, and suggests they cannot have their own way by just producing something.
The media support and perpetuate dominant ideologies based on traditional values that are viewed by most as normal. This occurs due to the predominant ownership of media industries by middle – class, middle aged white men. This affects the messages and ideology within the media product, example, and subconscious fears of anyone outside the dominant ideology, or what is normal.
I found this concept facininating, because the truth of the matter is, they are all extremely true. Most women in todays society feel the need to change their appeareance in order to feel socially accepted.
Representation of women through consumerism
Liberation through consumer culture, fashion and beauty. Typical feminine preoccupations include shopping for clothes and shoes, spa pampering and beauty products which are all seen as empowering to women. The ‘L’Oreal’ notion, ‘because I’m worth it’ which is driven my makeover programmes and magazines show that this sort of consumerism defines a woman. As Bette Midler would say, ‘give the girl the right shoes and she can conquer the world’.
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