TIDE representation

Question 1

what is being represented and how?

Answer 1

females/ femininity

STEREOTYPICAL, HEGEMONIC, reinforcing DOMINANT IDEOLOGICAL PERSPECTIVES

Question 2

SYM codes which construct this representation

Answer 2

• central image- STEREOTYPICAL DRESS CODES (polka dot dress, apron, makeup, styled hair)
• reinforces beauty standards
• PRO code HUGGING Tide product + LOVING FACIAL EXPRESSION
• connotes love for the brand
• connotes “SURROGATE HUSBAND”, implying man is away at work (HEGEMONIC REP. OF MEN), rep. of DEPENDENCY on a man
• anchored by SYM code LOVE HEARTS
• represents women as EMOTIONAL (VZ)

constructs a TRADITIONAL HOUSEWIFE REPRESENTATION/ REP OF DOMESTIC PERFECTION
- constructs a FAMILY/ WHOLESOME ROL MODEL (GAUNTLETT)- female audience may admire/ want to identify with this domestic perfection

Question 3

VAN ZOONEN’S FEMINIST THEORY

Answer 3

would see this as a REGRESSIVE TEXT

• reinforces her view that women are represented as DOMESTIC, and EMOTIONAL
• reinforces idea that media texts are a reflection of their HISTORICAL/ CULTURAL CONTEXT

Question 4

MULVEY’S MALE GAZE

Answer 4

this text offers an INTERNALISED MALE GAZE
(made with presumed female audience, to force back to domestic sphere- make them want to be a ‘housewife’)

Question 5

why is this representation constructed of women?

Answer 5

MADE IN 1955

• after 1st wave (1910s+), before 2nd wave (60s) where gender roles were finally challenged
• CONSUMER- BOOM: POST-WWII
• US economy rebounded after the war
• social changes: invention of the ‘weekend’ (increased leisure time, increased disposable income)
• resulted in RAPID INCREASE OF CONSUMER GOODS e.g. washing machines, vacuum cleaners + brands associated with them (TECHNOLOGICAL ADVANCES which ENCOURAGE DOMESTICITY)

Question 6

what was REVANCHISM?

Answer 6

connotes the military meaning to regain lost ground
- movement designed to PUSH WOMEN BACK TO DOMESTIC SPHERE after their freedom to enter the workplace to support the war effort during WWII

• the men returning wanted to regain the jobs they had before from the women
• a PATRIARCHAL REACTION to the EMPOWERMENT OF WOMEN
• media run/ controlled by men

Question 7

how do WRITTEN CODES in the text anchor this representation?

Answer 7

“TIDES GOT WHAT WOMEN WANT”- connotes female desire forn cleaning products, reinforcing hegemonic domestic role/ rep
“YOU WOMEN”
- MASCULINE M.O.A.- connotes authority + dominance (anchors hegemonic rep. of men), reinforcing PATRIARCHAL, HEGEMONIC IDEOLOGIES
- reinforces the stereotypical domestic representations of women constructed within the patriarchal revanchism movement
- HOOKS- WHITE SUPREMACIST CAPITALIST PATRIARCHY

“REMEMBER” + CU woman + PRO code wagging finger
- REGRESSUVE STEREOTYPE of the bossy, nagging wife (NEGATIVE REP.)

Question 8

how does the setting reinforce this regressive, stereotypical, domestic representation?

Answer 8

All within DOMESTIC SPHERE
also PRO codes DOMESTIC CHORED e.g. carrying laundry

Question 9

HOOKS’ FEMINIST THEORY

Answer 9

• clear PATRIARCHAL OPPRESSION evident in the text
• regressive, hegemonic rep; ideology that women belong in the domestic sphere
• reinforces INTERSECTIONALITY
• all females in the advert are white
• UNDERREPRESENTATION of ethnic minorities
• evidence of capitalism
• constructed to sell products (action- AIDA) within specific lifestyle

Question 10

GILROY’S POST- COLONIAL THEORY

Answer 10

the media text could REINFORCE COLONIAL POWER by OVERREPRESENTING the white community + LACK OF DIVERSITY;
representing white women as more desirable/ better fit to western beauty standards

• anchored by dominant white colour code of background + written codes “whitest”, “cleanest”, “brightens”
• “worlds WHITEST wash” gives whiteness connotations of cleanliness and purity (could construct IMPLIED OPPOSITION between black and white, giving black negeative connotations)