FEMALE IMAGE IN GLOSSY MAGAZINES FOR MEN IN RUSSIA AND ABROAD: EDUCATION AND CLASS

被引：0

作者：

Beloedova, Anna, V ^{[1
]}

Novinkina, Ekaterina A. ^{[1
]}

Richter, Margarita S. ^{[1
]}

机构：

[1] Belgorod State Univ, Belgorod, Russia

来源：

REVISTA ON LINE DE POLITICA E GESTAO EDUCACIONAL | 2021年 / 25卷

关键词：

Glossy magazines; Education; Men's magazines; Female image in advertising; Gender stereotypes;

D O I：

暂无

中图分类号：

G40 [教育学];

学科分类号：

040101 ; 120403 ;

摘要：

The article deals with a comparative and educational analysis of the specifics of the presentation and functioning of a female image in advertising for men's glossy magazines MAXIM and Esquire in the USA, Russia and Sweden. As a result of typological analysis, it was revealed that MAXIM is a narrowly targeted publication of an erotic nature, Esquire is a publication of general interest. At the same time, magazines of the same brand in different countries are similar in audience orientation, purpose, main headings, frequency, only the circulation volume differs significantly. The results of the content analysis and the comparative method indicated that the American and Russian MAXIM often sexually objectifies a woman, presents her image in advertising through the prism of gender stereotypes. Esquire magazine in the USA, Russia and Sweden exploits female images much less often, trying to build an image of collegial relationships between the sexes.

引用

页码：3973 / 3985

页数：13

共 17 条

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