Media essay – Representation of females
The representation of females in the media today is very complex. In some media texts such as the “asda Christmas advert” the dominant ideology of women being happily married and domesticated is reinforced. , whereas in other media texts such as “Miranda” the dominant ideology of women is challenged as they are trying to break the stereotypes people have of women
“Miranda” is a TV programme created by the BBC, one of the world’s largest public service broadcaster who aim to inform, educate and entertain. The BBC have to reflect the female audience and they have done through “Miranda” which is broadening the ideology of women. Miranda is a profile of a thirty four year old woman whose mode of address is informal and she represents herself as laid back through her casual sense of clothing. The dominant ideology is challenged through Miranda’s beliefs of having fun and being interested in the opposite sex rather than marriage and babies. During the episode there are several long-shot camera angles of Miranda and Stevie to enhance the binary opposition (Levi Strauss) of Miranda being more boyish whereas Stevie is more petite and girly as shown in the clothes she wears which are skirts, compared to Miranda who wears sweaters and jeans. The BBC has used removal of the fourth wall in order for Miranda to communicate with the audience especially during the awkward moments. The hegemonic value of “Miranda” may be that relationships and fun are more important, which would actually be challenging the hegemonic value of the female form. The polysemic readings could be that the audience might admire Miranda for being confident and keeping away from the norm, however another way the audience can take it is that Miranda might be uncomfortable and awkward to watch due to her size and behavior . Miranda may be seen as a role model for women who choose to live an alternate lifestyle.
A further case study of women’s representation in the media is a YouTube video called “Miss Representation” which includes various statistics of how the much the media influences us. It states that we tend to spend more time with the media than with our friends and families, all this factual information emphasizes the power of the media. From a very early age girls get the message that looks are important. Only 16% of top positions in the media are held by women, which means that the media is dominated by men and male thinking...