changing/positive

• changing/positive femininity: Gill

  • change in the media from women as passive and for the male gaze, to being active, independent and sexually powerful
  • increasing in adverts:
  • hetrosexually desired midriff, vengeful sexy women punishing male counterpart for transgression, hot lesbian
• changing/positive femininity: Westwood

  • transgressive females- breaking hegemonic social norms and codes
  • empowering women
• changing/positive femininity: Glascock

  • independent women
  • challenging hegemonic roles
  • range of femininities
  • eg. Katniss Everdeen
• changing/positive femininity: Gauntlet

  • alternative gendered images
  • diversity allows choice in constructing identity
  • female leds
  • males: sensitive
  • women: tougher
  • magazine represent independence
  • eg. Lady gaga "born this way" shows women as sexy and independent
  • eg. Friends show equality in men and womens viewpoints
• changing/positive masculinity: Easthrope

  • 1980s emergence of GQ, FHM, Maxim
  • men are emotionally vulnerable
  • should be in touch with feminine side
  • treat women as equals
  • care about appearance
  • active parenthood
• changing/positive masculinity: Nixon

  • new man
  • Levi advert
  • seduction
  • appearance
• changing/positive masculinity: Mort

  • toiletries consumption increased
  • sexualiation of male body
  • femine
  • new man
• changing/positive masculinity: Whannel

  • David Beckham
  • fluid
  • metrosexual man
  • hegemonic: looks, football, commitment
  • feminine: family centered, effort on appearance