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Unveiling Postfeminist Media: Gendered Representation and Discursive Power

Delve into the framework of postfeminist images in media - their origins, characteristics, and impact. Explore epistemological issues, feminist perspectives, and the pervasive stereotypes in mainstream media. Analyze the construction of gender in media production and reception, highlighting gendered professionalism and the coproduction of meaning. Gain insights into the diverse layers of meaning in media texts, codes of femininity, and the dynamic interactions within media audiences.

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Unveiling Postfeminist Media: Gendered Representation and Discursive Power

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  1. Feminist media studies + 13 Liesbet van Zoonen Professor of Media and Popular Culture University of Amsterdam

  2. Framework • Postfeminist images and styles • Where do they come from? • How can we typify them? • How do they work? • (Which) individuals • (Which) cultures • How can we study postfeminism and media?

  3. Epistemology • Nature of disciplinary knowledge • Lack of female scholars • Sexist use of science • Male bias in theory and research themes • Women’s perspectives • Situated knowledge • Current situation • Text books • Journals • Mainstreaming

  4. Theory • Main themes • Stereotypes • Pornography • Ideology • Distortion and socialization • Problems: • Essentialism • Media power • Current situation • Gender as construction • Discursive power and negotiation

  5. Media ‘model’ • Encoding/decoding • Different moments of meaning • Different social contexts • Mechanical • Coproduction of meaning • Interaction between production, text, reception • Social and cultural contexts • Performance of gendered self

  6. Research fields • Media production • Role of women • Gendered professionalism • Media texts • Layers of meaning • Codes of femininity • Diversity • Media audiences • Use and interpretation • Co production • Performative • Interactions

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