Cilt 0, Sayı 24, Sayfalar 119 - 143 2016-10-27

New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns

Nermin ALKAN [1]

863 291

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, successoriented 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.

neoliberalizm, (popüler) postfeminizm, toplumsal cinsiyet ilişkileri, görsel temsil, kadın güçlendirme reklam kampanyaları
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Dergi Bölümü Makaleler
Yazarlar

Yazar: Nermin ALKAN
E-posta: n.alkan@sussex.ac.uk

Bibtex @ { gsuilet258974, journal = {Galatasaray Üniversitesi İleti-ş-im Dergisi}, issn = {1305-2411}, address = {Galatasaray Üniversitesi}, year = {2016}, volume = {0}, pages = {119 - 143}, doi = {10.16878/gsuilet.258974}, title = {New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns}, language = {tr}, key = {cite}, author = {ALKAN, Nermin} }
APA ALKAN, N . (2016). New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns. Galatasaray Üniversitesi İleti-ş-im Dergisi, 0 (24), 119-143. DOI: 10.16878/gsuilet.258974
MLA ALKAN, N . "New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns". Galatasaray Üniversitesi İleti-ş-im Dergisi 0 (2016): 119-143 <http://iletisimdergisi.gsu.edu.tr/issue/24432/258974>
Chicago ALKAN, N . "New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns". Galatasaray Üniversitesi İleti-ş-im Dergisi 0 (2016): 119-143
RIS TY - JOUR T1 - New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns AU - Nermin ALKAN Y1 - 2016 PY - 2016 N1 - doi: 10.16878/gsuilet.258974 DO - 10.16878/gsuilet.258974 T2 - Galatasaray Üniversitesi İleti-ş-im Dergisi JF - Journal JO - JOR SP - 119 EP - 143 VL - 0 IS - 24 SN - 1305-2411-2548-124X M3 - doi: 10.16878/gsuilet.258974 UR - http://dx.doi.org/10.16878/gsuilet.258974 Y2 - 2017 ER -
EndNote %0 Galatasaray Üniversitesi İleti-ş-im Dergisi New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns %A Nermin ALKAN %T New Trends in The Representation of Women in Contemporary Media Culture: A Critical Analysis of Three Women Empowering Advertising Campaigns %D 2016 %J Galatasaray Üniversitesi İleti-ş-im Dergisi %P 1305-2411-2548-124X %V 0 %N 24 %R doi: 10.16878/gsuilet.258974 %U 10.16878/gsuilet.258974