University of Sussex
Browse
__smbhome.uscs.susx.ac.uk_na371_Desktop_5000194616-5000374898-1-SM.pdf (119.17 kB)

New trends in the representation of women in contemporary media culture: a critical analysis of three women empowering advertising campaigns

Download (119.17 kB)
journal contribution
posted on 2023-06-09, 02:00 authored by Nermin Alkan
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 women’s media representation, in which over the last decade women have been represented in empowered and liberalized manner. Through social semiotic and critical discourse analysis of ALWAYS: Like a Girl (2014), CoverGirl: Girls Can (2014) and Gillette Venus: Use Your And (2015) advertising campaigns’ representational practices about women in the example of campaigns’ video commercials, this research concluded that while these campaigns’ visual texts construct the meaning of empowered women as independent and powerful by way of producing the myths of contemporary women as physically active, multidimensional, authoritative, darer, courageous, funny, success-oriented and unstoppable, these representations strive to promote women’s empowerment rhetoric to reach advanced consumerism targets of commercial companies through encouraging women to consume recommended brands as a sign of their independence and feminine power.

History

Publication status

  • Published

File Version

  • Published version

Journal

Galatasaray University Journal of Communication

ISSN

1305-2411

Publisher

Galatasaray University

Volume

24

Page range

119-143

Department affiliated with

  • Media and Film Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2018-02-12

First Open Access (FOA) Date

2018-02-12

First Compliant Deposit (FCD) Date

2018-02-09

Usage metrics

    University of Sussex (Publications)

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC