Media and gender: Constructing feminine identities in a postmodern culture

Diana Damean


In the postmodern era the impact media have on our lives is continuously growing. Not only do media reflect reality, but they also shape and reconstruct it according to the public's hopes, fears or fantasies. Reality itself is not the sum of all objective processes and things, but it is socially constructed by the discourses that reflect and produce power. On the other hand, the public does not simply accept or reject the media messages, but interprets them according to its social background (Zoonen, 1994, p. 41). My interest lies in identifying how are women represented in the media and what are the dominant images of femininity, as well as the alternative ones. There is a strong connection between image and identity as the latter can not be constructed without the former. Basically, the postmodern subject has been reduced to an image, therefore the image plays an important part in constructing the feminine identity.


image, postmodern identity, mass culture, the construction of femininity, the female body, gender roles

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