Stuart Hall argues that not only do representations reflect the ideology of the producer, they also reflect the historical context in which they were made. Analyse this theory with explicit reference to the set editions of Woman and Adbusters.
Woman 1964
Adbusters 2016
Representation of women in 1964 is stereotypical and singular. Women magazine is a mainstream mass market magazine for heterosexual white females aged 30-50.
Woman magazine doesn't talk much about feminism but at the time this magazine was published, the women liberation movement was happening. The DIY kitchen suggests that women's equality is becoming more prevalent in society in the 1960s. Women are sexualised in the breeze soap advert which isn't stereotypical for a magazine that is aimed at women.
Diametric Opposition = Binary Opposition
Adbusters ideology is subversive. Breaking the rules. Adbusters hates capitalism and advertising.
1/3 of a conventional magazine's profits comes from advertising. Adbusters is £10.99 in the UK because of the lack of advertising.
Adbusters is anti-capitalist. Woman magazine is capitalist.
Woman magazine expresses hegemonic norms in society.
In woman magazine women are seen as being sexually available.
Woman 1964
Adbusters 2016
Representation of women in 1964 is stereotypical and singular. Women magazine is a mainstream mass market magazine for heterosexual white females aged 30-50.
Woman magazine doesn't talk much about feminism but at the time this magazine was published, the women liberation movement was happening. The DIY kitchen suggests that women's equality is becoming more prevalent in society in the 1960s. Women are sexualised in the breeze soap advert which isn't stereotypical for a magazine that is aimed at women.
Diametric Opposition = Binary Opposition
Adbusters ideology is subversive. Breaking the rules. Adbusters hates capitalism and advertising.
1/3 of a conventional magazine's profits comes from advertising. Adbusters is £10.99 in the UK because of the lack of advertising.
Adbusters is anti-capitalist. Woman magazine is capitalist.
Woman magazine expresses hegemonic norms in society.
In woman magazine women are seen as being sexually available.
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