Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://hdl.handle.net/1822/29311 |
Resumo: | This article aims to identify the discourses articulated in images of heterosexual ads published in women’s magazines and their ideological underpinnings. It explores how heterosexuality is represented at a visual level, and examines the notions of femininity and masculinity, gender and sexuality that are constructed by the ads and the way they are intertwined. The main structures of the images are analysed within the framework of social semiotics, and from a critical feminist point of view. The analysis of hetero ads reveals the presence of heteronormative gender discourses and conventional representations of the hetero couple, as well as the presence of more ‘permissive’ discourses and representations concerning female sexuality. However, although some ads might slightly ‘flirt’ with female sexual transgression, this is done in a way that does not threat dominant conceptions of feminine heterosexuality. In conclusion, hetero ads still reinforce conventional heteronormative expectations regarding the relationship between sexuality and gender. |
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Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinningsFeminine heterosexuality discoursesGender discoursesVisual social semioticsAdvertising imagesWomen's magazinesInterweaving of gender and (hetero)sexualityThis article aims to identify the discourses articulated in images of heterosexual ads published in women’s magazines and their ideological underpinnings. It explores how heterosexuality is represented at a visual level, and examines the notions of femininity and masculinity, gender and sexuality that are constructed by the ads and the way they are intertwined. The main structures of the images are analysed within the framework of social semiotics, and from a critical feminist point of view. The analysis of hetero ads reveals the presence of heteronormative gender discourses and conventional representations of the hetero couple, as well as the presence of more ‘permissive’ discourses and representations concerning female sexuality. However, although some ads might slightly ‘flirt’ with female sexual transgression, this is done in a way that does not threat dominant conceptions of feminine heterosexuality. In conclusion, hetero ads still reinforce conventional heteronormative expectations regarding the relationship between sexuality and gender.(undefined)Observatório da Comunicação (OberCom)Universidade do MinhoCoelho, Zara PintoMota-Ribeiro, Silvana20142014-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/1822/29311eng1646-5954info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-02T01:18:20Zoai:repositorium.sdum.uminho.pt:1822/29311Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:57:02.806916Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings |
title |
Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings |
spellingShingle |
Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings Coelho, Zara Pinto Feminine heterosexuality discourses Gender discourses Visual social semiotics Advertising images Women's magazines Interweaving of gender and (hetero)sexuality |
title_short |
Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings |
title_full |
Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings |
title_fullStr |
Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings |
title_full_unstemmed |
Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings |
title_sort |
Discourses of heterosexuality in women's magazines’ ads: visual realizations and their ideological underpinnings |
author |
Coelho, Zara Pinto |
author_facet |
Coelho, Zara Pinto Mota-Ribeiro, Silvana |
author_role |
author |
author2 |
Mota-Ribeiro, Silvana |
author2_role |
author |
dc.contributor.none.fl_str_mv |
Universidade do Minho |
dc.contributor.author.fl_str_mv |
Coelho, Zara Pinto Mota-Ribeiro, Silvana |
dc.subject.por.fl_str_mv |
Feminine heterosexuality discourses Gender discourses Visual social semiotics Advertising images Women's magazines Interweaving of gender and (hetero)sexuality |
topic |
Feminine heterosexuality discourses Gender discourses Visual social semiotics Advertising images Women's magazines Interweaving of gender and (hetero)sexuality |
description |
This article aims to identify the discourses articulated in images of heterosexual ads published in women’s magazines and their ideological underpinnings. It explores how heterosexuality is represented at a visual level, and examines the notions of femininity and masculinity, gender and sexuality that are constructed by the ads and the way they are intertwined. The main structures of the images are analysed within the framework of social semiotics, and from a critical feminist point of view. The analysis of hetero ads reveals the presence of heteronormative gender discourses and conventional representations of the hetero couple, as well as the presence of more ‘permissive’ discourses and representations concerning female sexuality. However, although some ads might slightly ‘flirt’ with female sexual transgression, this is done in a way that does not threat dominant conceptions of feminine heterosexuality. In conclusion, hetero ads still reinforce conventional heteronormative expectations regarding the relationship between sexuality and gender. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014 2014-01-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/1822/29311 |
url |
https://hdl.handle.net/1822/29311 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1646-5954 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Observatório da Comunicação (OberCom) |
publisher.none.fl_str_mv |
Observatório da Comunicação (OberCom) |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799132358790610944 |