Portrayal of Modern Women by Contemporary Women's Magazines Research Paper

Portrayal of Modern Women by Contemporary Women's Magazines - Research Paper Example Because of the many roles women play, they often seek advise from various sources. One source that they may find consistently reliable are women’s magazines because these depict articles set in the modern times, and assumed to promote modern values. At a time when information is so much easier to acquire from various media sources including television, radio and the internet, concrete reading materials are still conveniently available and preferred by many readers (Stevens, Maclaran & Catteral, 2007). It would be interesting to explore how contemporary magazines depict women and what priorities they should have in life. Although contemporary women’s magazines such as Glamour and Cosmopolitan claim to empower modern women to be more assertive and independent in achieving gender equality, the message sent out from their content (emphasis on the importance of women’s beauty and their success in relationships) seem to endorse traditional femininity ideologies, which put women in a role subservient to men in a patriarchal society. Since magazines may have a great influence on how women think, it is crucial to understand the subliminal and overt messages such media format feeds them. The research question that will be explored in this paper is: â€Å"How are women portrayed in contemporary women’s magazines and what messages are conveyed to them?† The significance of finding answers to this question will provide enlightenment on how society views women, how women view themselves and how such views guide their value formation, attitude and behaviors. Theoretical Framework This paper is guided by the Sexual Script Theory by Gagnon & Simon (1973) and the Objectification Theory by Frederickson & Roberts (1997). Scripting theory is premised on the concept that individuals have subjective understandings that determine their choices and qualitative experiences. Sexual Script Theory, specifically focus on the subjective understanding of a p erson about his or her sexuality that determine his or her sexual actions and experiences related to sex. Scripts are cognitive devices used to guide people in their behaviors. Sometimes, such behaviors are â€Å"self-fulfilling prophecies† to support the scripts upheld by the person. For example, if one’s sexual script is to be desirable in order to be liked as a person, then that individual will exert all efforts to look attractive and behave in a seductive manner. Similarly, and to more specifically illustrate the Sexual Scripting theory, the Objectification theory explains how females internalize an observer’s view to be the primary view of her physical self. This means that if a woman gets accustomed to being seen as an object of desire, she becomes socialized to treat herself as such and behaves accordingly (Frederickson & Roberts, 1997). Vulnerable to judgment of society, women vigilantly monitor themselves with the knowledge that being positively viewed by others means more opportunities. Studies have shown that how a woman’s body appears to others can determine her life experiences. Physical attractiveness seem to matter more to females than to males. Women deemed unattractive by their co workers are described more negatively and given less regard than comparatively unattractive men (Bar-Tar & Saxe, 1976; Cash, Gillen & Burns, 1977; Wallston & O’Leary, 1981). Physical attract

Case Study 1 Essay Example | Topics and Well Written Essays - 1250 words

Case Study 1 - Essay Example The Nissan Motors Co., Ltd, operates in the retail automotive industry. Its core business is the manufacturing, sales and distribution of automotive products and marine related equipment and parts. The company is also involved in provision of financial and other support services in the motor industry. According to the 2012 financial report, the company had an annual sales turnover of  ¥9,409.0 billion (Nissan Motor Co., Ltd, 2012: P6). The Nissan Company Ltd has played a significant role in the general Indonesian economy. The company employs approximately 157,365 full-time employees annually in its global market with 10% coming from Indonesia. The company has also contributed significantly to the automotive industry, which accounts for 48% of the national GDP of Indonesian economy (Nissan Motor Co., Ltd, 2012: p13). Planning is very important for the lantern success of the company. According to the 2012 financial report, Nissan Company has identified various issues that call for strategic interventions. The company is operating under a mid-term plan termed as â€Å"NISSAN POWER 88† in the financial year 2011 to 2016. Under this plan, the company hopes to improve customer-driving experience, improve the power of the Nissan Brand and ultimately raise the quality of the Nissan car. With this plan, the company hopes to increase its share in the global market and also raise its operating income (Nissan Motor Co., Ltd, 2012: p17). In order to achieve this short-term plan, the Nissan Company has identified a number of strategies and tactics identified below: The company has established strategic alliances and partnership with other companies. The most successful alliance has been with Renault Company; this alliance was established in the year 1999. The other key strategic alliance was with Daimler AG Company that was established with the intension of sharing production technology (Interbrand, 2013: