Female Stereotypes As Reflected In English Advertising

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Female stereotypes as reflected in English advertising

Author : Gerda Pongratz
Publisher : diplom.de
ISBN 13 : 3832470964
Total Pages : 113 pages
Book Rating : 4.8/5 (324 download)

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Book Synopsis Female stereotypes as reflected in English advertising by : Gerda Pongratz

Download or read book Female stereotypes as reflected in English advertising written by Gerda Pongratz and published by diplom.de. This book was released on 2003-08-08 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Zusammenfassung: Diese Diplomarbeit befasst sich mit zwei Kernthemen, einerseits geht es um die Semiotik und andererseits um Werbung, die als Massenkommunikationsmittel wesentlich zur Verbreitung von Ideologien beiträgt. Das Hauptaugenmerk der Arbeit liegt auf der kritischen Untersuchung von Werbebildern mit Bezug auf diskriminierende und stereotype Frauenbilder und auf einer detaillierten semiotischen Analyse von Werbebildern. Dem analytischen Teil dieser Diplomarbeit geht eine umfassende theoretische Einleitung, die sich aus den Hauptkapiteln 'Kommunikation und Ideologie' und 'Werbung' zusammen setzt, voraus. 'Kommunikation und Ideologie' befasst sich mit der Geschichte der Semiotik und den Theorien wesentlicher Wissenschaftler der modernen Semiotik, in weiterer Folge werden die Grundzüge von Subjektivität und ideologischen Prozessen erörtert. Das Werbekapitel setzt sich aus den Themenbereichen Geschichte der Werbung, wirtschaftliche und kommunikative Ziele des Werbemarktes, Sexismus und stereotype Darstellungen der Geschlechter zusammen. Im letzten Teil dieses Kapitels erfolgt eine Erfassung und Beschreibung bildlicher und sprachlicher Elemente mit deren Hilfe Print-Werbung semiotisch analysiert werden können. Der analytische Teil dieser Diplomarbeit setzt sich aus einer quantitativen und einer qualitativen Analyse von Werbebildern zusammen. Die quantitativen Analyse, die rund 160 Werbungen umfasst, soll einen Überblick darüber geben, wie oft Frauen, Männer und Produkte im Verhältnis zueinander abgebildet sind und die Frage klären, ob es geschlechterspezifische Produktbereiche gibt. Die qualitativen Analyse spaltet sich in zwei Bereiche auf. Im ersten Teil geht es darum, rund vierzig Werbungen gemäß ihrer frauenfeindlichen Inhalte den unterschiedlichsten Kategorien von Sexismus und Diskriminierung zuzuordnen und zu interpretieren. Der erste Teil der qualitativen Analyse wird durch eine zweite, semiotische Analyse von Bild- und Textelementen, die zehn Werbebilder umfasst, abgerundet. Am Ende der Diplomarbeit werden die gesamten Ergebnisse der Analyse nochmals zusammengefasst und außerdem wird der ideologische Einfluss den die Werbung auf die Gesellschaft hat, kritisch beleuchtet werden. Abstract: This thesis covers two main subjects by dealing with semiotics and focusing on advertising. The mass-medium advertising helps spread ideologies. One of the two main objectives of this thesis is the analysis of discriminating and [...]

Stereotypes Galore! Women’s Emancipation as Reflected in Advertising

Author : Gesa Biermann
Publisher : GRIN Verlag
ISBN 13 : 3640802829
Total Pages : 37 pages
Book Rating : 4.6/5 (48 download)

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Book Synopsis Stereotypes Galore! Women’s Emancipation as Reflected in Advertising by : Gesa Biermann

Download or read book Stereotypes Galore! Women’s Emancipation as Reflected in Advertising written by Gesa Biermann and published by GRIN Verlag. This book was released on 2011-01-18 with total page 37 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pre-University Paper from the year 2009 in the subject English - Miscellaneous, grade: 1,0, Maria-Ward-Gymnasium Augsburg, language: English, abstract: A woman rushes across the screen, cleaning the floor with the latest “turbo power 3” multifunction vacuum cleaner, feeds her baby with the new and improved baby formula and marvels at her almost blindingly clean dishes, then turns to the camera with a smile on her face that suggests she could not imagine a more satisfying life. This description might sound a little old fashioned and restricting, but it is commonly conveyed to us through advertising, even today. Is this truly the concept we have of modern women? Has not the women’s movement brought about more change than just in legal status? As advertising is one of the most powerful educational mediums in modern society, the image of women it conveys is not only quite interesting, but also of great importance. There is such an overload of advertising surrounding us; we’re bombarded daily with a vast amount on the radio, TV, online, on billboards, in magazines, even on the most common things like a pen—there is no way to escape its influence. Advertising’s key objective is making money; selling an image of perfection to consumers makes great business sense, because it sends people on a never-ending quest, trying to achieve the impossible, all the while spending endless amounts of money. Advertising does not only sell a product, but, through stereotyped characters, also provides us with an exemplary way of life. The concepts of beauty, love, and normalcy it promotes, might have changed in the course of 40 years, but the central message remains the same, “you have to buy this or otherwise you will be unacceptable”. It seems that in the 21st century, women’s emancipation is an issue that should long since have been checked off the list as accomplished. The great effect of the feminist movement, with better educated, working women, participating in every aspect of life, is undeniable, yet the influence it has had on advertising’s portrayal of women remains questionable. Have stereotypes been banished, did they evolved or maybe even stay the same? The focus is on the 1950s and the 1990s as representative decades for the pre-and post-feminist attitudes, in order to explore the truth of advertising and finally be able to answer the question: does advertising’s image of women match their place in society?

The Changing Portrayal of Women in Advertisement Over the Last Sixty Years. "Show Her It's a Man's World"

Download The Changing Portrayal of Women in Advertisement Over the Last Sixty Years.

Author : Stephanie Desoye
Publisher :
ISBN 13 : 9783346374424
Total Pages : 24 pages
Book Rating : 4.3/5 (744 download)

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Book Synopsis The Changing Portrayal of Women in Advertisement Over the Last Sixty Years. "Show Her It's a Man's World" by : Stephanie Desoye

Download or read book The Changing Portrayal of Women in Advertisement Over the Last Sixty Years. "Show Her It's a Man's World" written by Stephanie Desoye and published by . This book was released on 2021-02-25 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Sociology - Consumption and Advertising, grade: 1,3, University of Trier, language: English, abstract: The purpose of this term paper is to analyze the portrayal of women in print advertisement over the last sixty years to represent changes in the depiction of females over this period. This topic is of interest since mass media plays an important role in our society today and it can be considered as one of the major agents of socialization. Consequently, gender stereotypes presented in advertisement influence the way we think men and women shall be. However, since the role of women has changed dramatically over the last decades due to feminist movements, it will be of interest if these social changes have been depicted in advertisement as well. In particular, it is assumed that the portrayal of women in advertisement has been shifting from an overt, traditional stereotypical portrayal of women as housewives or highly dependent on men to a slightly more subtle stereotypical portrayal of women as decorative, sexy, and using facial expressions and body positions to demonstrate subordination and weakness. To prove this hypothesis this term paper will first compare past studies focusing on the stereotypical depiction of females in advertisement. For this purpose two studies were considered most important: These were Courtney and Lockeretz quantitative print magazine analysis covering the year 1970, and Erving Goffman's selective print magazine analysis published in 1979. Furthermore, there are many relating and follow-up studies that are based on the coding schemes used in these two analyses which provide the possibility to show changes over time. Afterwards, the second part will be more practical, examining portrayals of women in example print advertisements. To be able to provide a consecutive and meaningful depiction of the changes, advertisements of two companies from different years were chose to be analyzed.

Sex Stereotyping in Advertising

Author : Alice E. Courtney
Publisher : Lexington, Mass. : Lexington Books
ISBN 13 :
Total Pages : 264 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Sex Stereotyping in Advertising by : Alice E. Courtney

Download or read book Sex Stereotyping in Advertising written by Alice E. Courtney and published by Lexington, Mass. : Lexington Books. This book was released on 1983 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Gender Stereotyping in U.S. Print Advertisements

Author : Sarah Höchst
Publisher : GRIN Verlag
ISBN 13 : 3668497273
Total Pages : 106 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Gender Stereotyping in U.S. Print Advertisements by : Sarah Höchst

Download or read book Gender Stereotyping in U.S. Print Advertisements written by Sarah Höchst and published by GRIN Verlag. This book was released on 2017-08-03 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: In contemporary society advertising is everywhere. Advertisement is always with us, no matter where we are. Although we are aware of the constant bombarding by advertisement everywhere we go, we hardly recognize the influence that it has on us. Thereby, advertising has a great influence on us as individuals and on society as a whole. Through the media, we make sense of our cultural identities, gender and sexuality. The central goal of this book is to examine the development of presentations of gender stereotypes in print advertisements over a time period of 40 years via content analysis of a sample of magazine advertisements. The key questions are: How do U.S. print advertisements construct gender stereotypes? How did these stereotypes develop and do they have an influence on the consumer and the U.S. culture? Content analysis has been proven in decades of research on gender stereotyping as it relates to mass media and because this is an appropriate method to not only focus on images, but also on verbal messages. Magazines present an especially enduring, popular medium, thus this study focuses on gender stereotypes in print advertisements of magazines. More specifically, it focuses on the magazines Cosmopolitan and Esquire due to the varying target audiences, and because they might be a potential indicator of U.S. magazine advertising in general. To further limit the object of investigation, this study concentrates on beauty product advertisements. From the text: - Gender studies; - Cosmopolitan; - Esquire; - Identity; - U.S. Magazines

Learning to Sell Sex(ism)

Author : Aileen O'Driscoll
Publisher : Springer
ISBN 13 : 3319942808
Total Pages : 221 pages
Book Rating : 4.3/5 (199 download)

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Book Synopsis Learning to Sell Sex(ism) by : Aileen O'Driscoll

Download or read book Learning to Sell Sex(ism) written by Aileen O'Driscoll and published by Springer. This book was released on 2018-10-29 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry’s next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O’Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducing stereotypical and sexist content emanating from the industry. Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.

Current Research on Gender Issues in Advertising

Author : Yorgos Zotos
Publisher : Routledge
ISBN 13 : 1351213725
Total Pages : 146 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Current Research on Gender Issues in Advertising by : Yorgos Zotos

Download or read book Current Research on Gender Issues in Advertising written by Yorgos Zotos and published by Routledge. This book was released on 2020-10-12 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role and the social nature of advertising. Although changing role structures in the family and the labor force have brought significant variation in both male and female roles, it has been noted that there is a cultural lag in advertising, where men and women were, for a long period of time, depicted in more traditional roles. This book extends the research on gender stereotypes in advertising over the past 20 years, highlighting key themes such as attitude towards sex and nudity in advertising; women in decorative roles; the changing roles of women and men in advertising; and the viewpoints of those advertising professionals who design campaigns. This book was originally published as a special issue of the International Journal of Advertising.

Gender and Advertising

Author : Marco Adorno
Publisher : GRIN Verlag
ISBN 13 : 3656539715
Total Pages : 29 pages
Book Rating : 4.6/5 (565 download)

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Book Synopsis Gender and Advertising by : Marco Adorno

Download or read book Gender and Advertising written by Marco Adorno and published by GRIN Verlag. This book was released on 2013-11-12 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,3, University of Koblenz-Landau (Anglistik), language: English, abstract: In this term paper, in order to analyze how gender roles and stereotypes are built in magazine advertisements, overall 280 advertisements of men's magazine Men’s Health and women's magazine Women’s Health, published in 2012 in the USA, were surveyed. Three issues for each magazine were selected to collect enough data for a content analysis. For the semiotic analysis ten advertisement were chosen as representative of gender advertising that appears in our society. The final conclusion of this term paper will be that, gender stereotypes are highly expressed, conveyed and confirmed in magazine advertisements and that although changes are visible, they are merely only on the surface, pretending to change.

The Routledge Companion to Media and Fairy-Tale Cultures

Author : Pauline Greenhill
Publisher : Routledge
ISBN 13 : 1317368797
Total Pages : 858 pages
Book Rating : 4.3/5 (173 download)

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Book Synopsis The Routledge Companion to Media and Fairy-Tale Cultures by : Pauline Greenhill

Download or read book The Routledge Companion to Media and Fairy-Tale Cultures written by Pauline Greenhill and published by Routledge. This book was released on 2018-03-28 with total page 858 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Cinderella to comic con to colonialism and more, this companion provides readers with a comprehensive and current guide to the fantastic, uncanny, and wonderful worlds of the fairy tale across media and cultures. It offers a clear, detailed, and expansive overview of contemporary themes and issues throughout the intersections of the fields of fairy-tale studies, media studies, and cultural studies, addressing, among others, issues of reception, audience cultures, ideology, remediation, and adaptation. Examples and case studies are drawn from a wide range of pertinent disciplines and settings, providing thorough, accessible treatment of central topics and specific media from around the globe.

Advertising to the American Woman, 1900-1999

Author : Daniel Delis Hill
Publisher : Ohio State University Press
ISBN 13 : 9780814208908
Total Pages : 356 pages
Book Rating : 4.2/5 (89 download)

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Book Synopsis Advertising to the American Woman, 1900-1999 by : Daniel Delis Hill

Download or read book Advertising to the American Woman, 1900-1999 written by Daniel Delis Hill and published by Ohio State University Press. This book was released on 2002 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author focuses on the marketing perspective of the topic and illustrates how women's roles in society have shifted during the past century. Among the key issues explored is a peculiar dichotomy of American advertising that served as a conservative reflection of society and, at the same time, became an underlying force of progressive social change. The study shows how advertisers of housekeeping products perpetuated the Happy Homemaker stereytype while tobacco and cosmetics marketers dismantled women's stereotypes to create an entirely new type of consumer.

Can't Buy My Love

Author : Jean Kilbourne
Publisher : Simon and Schuster
ISBN 13 : 1451698410
Total Pages : 621 pages
Book Rating : 4.4/5 (516 download)

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Book Synopsis Can't Buy My Love by : Jean Kilbourne

Download or read book Can't Buy My Love written by Jean Kilbourne and published by Simon and Schuster. This book was released on 2012-06-26 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: "When was the last time you felt this comfortable in a relationship?" -- An ad for sneakers "You can love it without getting your heart broken." -- An ad for a car "Until I find a real man, I'll settle for a real smoke." -- A woman in a cigarette ad Many advertisements these days make us feel as if we have an intimate, even passionate relationship with a product. But as Jean Kilbourne points out in this fascinating and shocking exposé, the dreamlike promise of advertising always leaves us hungry for more. We can never be satisfied, because the products we love cannot love us back. Drawing upon her knowledge of psychology, media, and women's issues, Kilbourne offers nothing less than a new understanding of a ubiquitous phenomenon in our culture. The average American is exposed to over 3,000 advertisements a day and watches three years' worth of television ads over the course of a lifetime. Kilbourne paints a gripping portrait of how this barrage of advertising drastically affects young people, especially girls, by offering false promises of rebellion, connection, and control. She also offers a surprising analysis of the way advertising creates and then feeds an addictive mentality that often continues throughout adulthood.

Gender & Utopia in Advertising

Author : Luigi Manca
Publisher : Syracuse University Press
ISBN 13 :
Total Pages : 192 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Gender & Utopia in Advertising by : Luigi Manca

Download or read book Gender & Utopia in Advertising written by Luigi Manca and published by Syracuse University Press. This book was released on 1994 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work explores the connection between gender and utopian imagery in advertising. It argues that utopian visions reflect traditional and nontraditional gender roles and have shaped consumer's fantasies. Subjects include fashion magazine advertising and images of men in 1980s magazines.

The Cult of Beauty

Author : Jaishri Jethwaney
Publisher : Taylor & Francis
ISBN 13 : 1040001327
Total Pages : 154 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis The Cult of Beauty by : Jaishri Jethwaney

Download or read book The Cult of Beauty written by Jaishri Jethwaney and published by Taylor & Francis. This book was released on 2024-03-12 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives. It delves into various critical issues like the differences between culture-defined gender roles/expectations and women’s portrayal in the ad narrative, and which product category has consistently portrayed women as sex objects. Drawing insights from a seminal research study and Erving Goffman’s classic book ‘Gender Advertisements’, it traces the journey of three decades, beginning the 1990s – the era of liberalization in India, to map trends and patterns in Indian advertising and presents the perspectives of the creative teams and top managements across Indian and global advertising agencies. It discusses the application of a Gender Sensitivity Barometer (GSB) which the creative teams can use to find out how sensitive or insensitive the ad has been based on pre-determined indicators suggested by the GSB. This book will be useful to students, researchers and faculty working in the field of management, advertising, mass communication, psychology, gender studies and sociology. It will also be an indispensable companion to professionals from the field of advertising and related areas.

A General Overview on English Linguistics Based On Case Studies

Author : María del Rosario Tortosa Martínez
Publisher : Aula Magna Proyecto clave McGraw Hill
ISBN 13 : 8410066785
Total Pages : 128 pages
Book Rating : 4.4/5 (1 download)

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Book Synopsis A General Overview on English Linguistics Based On Case Studies by : María del Rosario Tortosa Martínez

Download or read book A General Overview on English Linguistics Based On Case Studies written by María del Rosario Tortosa Martínez and published by Aula Magna Proyecto clave McGraw Hill. This book was released on 2024-03-13 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book intends to offer an overview on the English language based on case studies related to linguistics subfields. For that purpose, Chapter I focuses on language variation and change ranging not only from contextual factors, but also its standardisation. Chapter II is, meanwhile, related to English language acquisition. The field of pragmatics is dealt with in Chapter III with a study of the force of the language in advertising. Finally, the strong relation between laguage and gender is included in the final chapter.

Feminist Perspectives on Advertising

Author : Kim Golombisky
Publisher : Rowman & Littlefield
ISBN 13 : 1498528333
Total Pages : 406 pages
Book Rating : 4.4/5 (985 download)

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Book Synopsis Feminist Perspectives on Advertising by : Kim Golombisky

Download or read book Feminist Perspectives on Advertising written by Kim Golombisky and published by Rowman & Littlefield. This book was released on 2018-11-29 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited collection critiques postfeminist advertising through the lenses of gender, race, ethnicity, sexuality, disability, age, class, and nationality. The authors represent a variety of feminisms, including Black, disabled, lesbian, transnational, and more.

Race in American Television [2 volumes]

Author : David J. Leonard
Publisher : Bloomsbury Publishing USA
ISBN 13 : 1440843066
Total Pages : 848 pages
Book Rating : 4.4/5 (48 download)

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Book Synopsis Race in American Television [2 volumes] by : David J. Leonard

Download or read book Race in American Television [2 volumes] written by David J. Leonard and published by Bloomsbury Publishing USA. This book was released on 2021-01-26 with total page 848 pages. Available in PDF, EPUB and Kindle. Book excerpt: This two-volume encyclopedia explores representations of people of color in American television. It includes overview essays on early, classic, and contemporary television and the challenges for, developments related to, and participation of minorities on and behind the screen. Covering five decades, this encyclopedia highlights how race has shaped television and how television has shaped society. Offering critical analysis of moments and themes throughout television history, Race in American Television shines a spotlight on key artists of color, prominent shows, and the debates that have defined television since the civil rights movement. This book also examines the ways in which television has been a site for both reproduction of stereotypes and resistance to them, providing a basis for discussion about racial issues in the United States. This set provides a significant resource for students and fans of television alike, not only educating but also empowering readers with the necessary tools to consume and watch the small screen and explore its impact on the evolution of racial and ethnic stereotypes in U.S. culture and beyond. Understanding the history of American television contributes to deeper knowledge and potentially helps us to better apprehend the plethora of diverse shows and programs on Netflix, Hulu, YouTube, and other platforms today.

Media, Gender and Identity

Author : David Gauntlett
Publisher : Routledge
ISBN 13 : 1134155026
Total Pages : 330 pages
Book Rating : 4.1/5 (341 download)

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Book Synopsis Media, Gender and Identity by : David Gauntlett

Download or read book Media, Gender and Identity written by David Gauntlett and published by Routledge. This book was released on 2008-03-18 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Popular media present a vast array of stories about women and men. What impact do these images and ideas have on people’s identities? The new edition of Media, Gender and Identity is a highly readable introduction to the relationship between media and gender identities today. Fully revised and updated, including new case studies and a new chapter, it considers a wide range of research and provides new ways for thinking about the media’s influence on gender and sexuality. David Gauntlett discusses movies such as Knocked Up and Spiderman 3, men’s and women’s magazines, TV shows, self-help books, YouTube videos, and more, to show how the media play a role in the shaping of individual self-identities. The book includes: a comparison of gender representations in the past and today, from James Bond to Ugly Betty an introduction to key theorists such as Judith Butler, Anthony Giddens and Michel Foucault an outline of creative approaches, where identities are explored with video, drawing, or Lego bricks a Companion Website with extra articles, interviews and selected links, at: www.theoryhead.com.