THE DESIGNED GENDER (original) (raw)

The woman in pieces: advertising and the construction of feminine identity

This article aims to analyze the representation of the feminine identity in advertising. It explores the notion of social identity as a category that is experienced in the tension between classification and value. It also discusses the logic by which ads elaborate an image and, while in this process, transform the woman into a silent and fragmented body. In this article, I follow the anthropological tradition of symbolic systems analysis, and with it contribute to the debate concerning social representations throughout mass communication in general and, particularly, in advertising.

Contemporary Fashion Imaginary. Deconstructing Gender

2020

Argued by Jacques Derrida, Deconstruction is a critical practice of reading and rewriting meanings: it aims to the decomposition of linguistic systems, by unveiling the function of oppositional categories. Integrating the Judith Butler deconstructive approach to gender identity and its performativity, the essay explores the mechanisms of social determining processes over subjects, defining to which extent fashion participates in gender intelligibility and projection of Self within the society. Along the analysis of Zanaughtti and Knight’s fashion film Disrupt, Distort, Disguise, the paper inquires provocative queering practices that reject any fixed, essential way of being man or woman . According to Butler’s studies, it unfolds the very fallacy of ‘gender’ noun, its binarity and hierarchical order: gender is a continuous process of citation and alteration, and it is all about doing . As in the movie, such imitative structure is implicitly revealed by Cross-Dressing performances: a ...

You’ve come a long way, baby" : the evolution of feminine identity models on the example of contemporary language of advertising

Aesthetics and Gender - The Polish Journal of Aesthetics, 2016

The article presents the evolution of the language of advertising from the 1960s to the present, presenting various images of women in advertising. Simultaneously a theoretical analysis has been carried out of the demands of second-wave feminism, which exerted significant influence on the creation of images of women in the mass media. The objective of our comparison of feminist theory with advertising practice is an attempt to answer the question of whether the present media image of women liberated from the binary sexual order and weighted towards the genderqueer and/or transgender phenomena is the desired realisation of the feminist demands for emancipation of and equality for women announced in the second half of the twentieth century.