This text reassesses how women are talked about and constructed visually
across a range of popular media. Arguing for the importance of a
historical approach, this book examines continuities and changes in
dominant myths of femininity, especially in the transition from the
modern to the postmodern period. The influences of feminism and
consumerism on these developments are given particular attention. The
book starts with an orientating chapter on the contributions of a
variety of disciplines to our understanding of gender in relation to the
media. Psychology, psychoanalysis, sociology, art history and cultural
studies are each critically reviewed, enabling students to compare
perspectives and to locate the variety of approaches they may encounter
in other readings. A chapter on gender and consumerism and a detailed
analysis of myths of femininity are also included. Outlining key
theoretical debates in an accessible manner this book offers a wide
range of examples from advertising, women's magazines, popular
television programmes and mainstream film.