Media 15 marker VOGUE and The Big Issue

aDiscuss the influence of historical context on representations in the set edition of Vogue magazine. [15]

Introduction - Vogue magazine set in 1960s, time of 2 wave of female empowerment

Points - Front Cover - shows rich exotic powerful role model, shown by body language, outfit, jewellery, use Stuart Halls theory



Vogue Magazine set edition was set in the 1960s. This is during the second wave of female empowerment where there were both representations of women becoming independent but still having traces of them being unable to escape the current stereotypes of what women were back in the 1960s. This includes them  being financially dependent on the "man of the house" and or them having to be domestic or sexualised. But there are cases where they show females where they are more powerful due to their costume and camera angles to show that they are getting more independent.

On the front cover of Vogue Magazine, there is a close-up of  Sophia Loren looking powerful, rich and exotic due to her costume and how her picture is taken. She is looks like a role model for women due to her visuals and wealthy look as she wears beautiful clothes and many jewels that can be seen as exotic and like a Turkish dancer resemblance. The image can show that in the 1960s women were starting to be seen in a different light as more powerful and not in need of man/husband due to her wealthy look of having many jewels. As well as that the eye-level angle that the picture was taken may show that women are equal to everyone else and able to stand on the same level as men. On the other hand, this can relate to Stuart Halls theory that her exotic nature within this image (use of Middle Eastern stereotypes) can be seen as representing ethnic minorities as "other". 

In Vogue there were also counter typical representations of women which can be seen in the financial section called "money". In this section Sheila Black is interviewed in a position of power as she is financially independent (which was unnatural at the time) in a time where men had most control over finance. In this section it is an article that talks about women making investments showing that there were shifts in how gender was treated in society. This section can represent the audience that the magazine was read by which are women that are wealthier. This is because they have the actual finance to be able to act alone without the typical control of a male influence at the time. On the other hand, Vogue having a section on finance helping them understand how to invest can suggest that women don't understand or are new to learning economics and controlling their own finance. This is represented by the basic definition of financial terms within the text meaning that it is a new thing for women to learn.

Vogue also had representations of women often having to be either domestic or sexualised in the 1960s. This is shown in the "Cutex" advert as the image includes a woman that appears to be nude. It also includes text to suggest that the woman was nude such as "bare essentials", "barely decent" and "birthday suit" which is the colours/shades the lipstick is sold in; these have connotations of nudity suggesting showing flesh and being sexualised is natural for a women and important. Also, the text includes a rhetorical question of "are you woman enough" which can suggest that you had to be naked and beautiful to be more feminine in the 1960s.

In the Imperial Leather advert, Vogue has a very stereotypical picture of a woman and a kid/baby to suggest that women are domestic and maternal. In the 1950s-60s women were usually used to have children and become mothers at home while the husbands are making the money. The image show body language such as the looking down and closeness of the woman and the baby that women are able to take care and be gentle with kids meaning they can fulfil their role at the time; this is also shown through her facial expressions(big smile) to show care and happiness to take care of the child. Also the text includes "skin that feels soft" that suggesting that women have to be soft and gentle.



bExplore how the set edition of The Big Issue conveys viewpoints and ideologies. [15]

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