key theory 9- feminist theory- bell hooks + representation of women in 'woman'

KEY THEORY 9- feminist theory- bell hooks

-she isnt defined by her name, thats why she dosent use capital letters.
-Feminism is the struggle to end patriarchy and fight for equality.
-feminism is not only a lifestyle choice, you have to be active to be a true feminist.
-women are not all discriminated against in thr same way or to the same extent. different levels also depend on race and class.

some female stereotypes include:

• seductive
• beautiful
• nurtuting/maternal
• passive
• dependent on men
• domestic role
• romantic

>magazines generate revenue primarilt through sales of copies and advertising.
>Andrew green identifies the ways in which magazine advertising can benefit the advertisers in an article entitled "essentials: the power of the magazine advertising".

• high audience engagement 
• less distraction likely from other activities 
• the ability to target niche audiences
• high production values
• non-intrusive
• long shelf life
• potential for placement in highly relevant editorial environment.

Representation of women in "woman"

-sexualised representation: naked, supple seductive pose.
-seated pose: submissive and lower down.
-her positioning just about covers her breasts + vagina, coy, provocative.
her ahnds are open, inviting. like blowing bubbles or a kiss.
- full face of makeup- lips + heavy eyes, shes done up to be beautiful even though shes going for a bath.
-playful wit the suds all over her body, meant to be cheeky.

-telling women what they should want and what she needs, dictorial voice.
-"darling" makes it sound like a husband talking to his wife.
-"youre all over feminine" showing there is one ideal as to what makes a woman "feminine".
-assumes women are concerned about feeling fresh, smelling fresh, being treated "kindly".

Power + Media industries
-how is a product shaped by its ownership?
conglomerates- large organisation that owns lots of smaller subsidiaries.
one voice (one ideology) harder to regulate. conglomerates produce a lac of diversity or variety, making smaller companies harder to be heard.

• since its launch, woman has competed with "woman's own" and "woman's weekly"  to be the top-selling tittle. the three rivlas ended up as sister titles when their companies merged to become IPC. their sales peaked in about 1959 at about 2.6m, 3.1m and 1,8m each. 
• in 1937 IPC opens a printing plant in Watford.
• in 2015 in only two working days, woman published a royal baby special to celebrate the birth of princess Charlotte, which was distributed in the UK, US, Canada, Australia and New Zealand. 
• woman is the only UK weekly magazine in the 35+ market that shoots main fashion editors to put together a little balck dress range in 2013.
• brand identity is communicated by their ideology, but more technically their aesthetic.

                    

Deconstruction:

• multiple shots of woman applying makeup almost like instructing and telling women how to apply it and live their lives. 
• the background connotes a high class estabishment, whether it be like a station, airport or an office, this can also be shown by the people being dressed up nicely wearing suits and ties. this could be implying that this is a product for the upper class woman, women that take pride in their appearance.
• only women visible in the mis-en-scene is fixated on her appearance, showing its a world run by men capitalisisng off womens insecurities. further highlighted by the fact all the men wear dark clothing while shes the only one wearing anything light, making her almost like a spectacle, linking back to lisbet van zoonens theory.
• "beauty at a moments notice..." implies that women should always be prepared to look good on the outside.
• womans smile grows as she applies more and more makeup, making her seem reliant on it for self esteem, further playing into the fact that women are insecure so the industry can profit off this. 
• the word "puff" is soft and gentle, reflecting how the industry sees women as. 

power + media industries 

research task: IPC 

• The International Publishing Corporation Ltd was formed in 1963 following the merger of the UK's three leading magazine publishers - George Newnes, Odhams Press and Fleetway Publications - who came together with the Mirror Group to form the International Publishing Corporation (IPC). And IPC Magazines was created five years later, in 1968. But those three original magazine businesses each had their own illustrious history, having been established in 1881, 1890 and 1880 respectively, with a number of the titles they launched in the late 19th Century still being published today under the TI Media umbrella.
•  IPC was acquired by Time Warner in 2001 and was renamed Time Inc. UK in 2014 after Time Inc. acquired the company in connection with its spin-off from Time Warner. Shortly after Time Inc.’s subsequent acquisition by Meredith Corporation in 2018, Time Inc. UK was acquired by Epiris LLP and rebranded to TI Media in June 2018. 
• the publishers are a large mainstream organisation 
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