Popular media has a significant but not entirely straightforward relationship with people's sense of gender and identity. Media messages are diverse, diffuse and contradictory. Furthermore, people are changing, building new identities...
morePopular media has a significant but not entirely straightforward relationship with people's sense of gender and identity. Media messages are diverse, diffuse and contradictory. Furthermore, people are changing, building new identities founded not on the certainties of the past, but organized around the new order of modern living, where the meanings of gender and identity are increasingly open. Different aspects of popular media can aid or disturb these processes of contemporary reorientation. Some critics say that the media should offer traditional role models and reassuring certainties, but this view is unlikely to survive. Radical uncertainties and exciting contradictions are what contemporary media, like modern life, is all about. Implicit in the women's magazines' strategies is the notion of a "new" reader, the highly visible woman of the new Indian economic order who is intended to serve as an inspirational model for the wider, non-working audience of women. Implicit also are notions of what constitutes work (i.e work that is performed in the public sphere), what constitutes liberation, and, consequently, what constitutes the normative subject of feminism. There is a marked self-consciousness in the projection of the "new woman", a self-consciousness that is particularly apparent in the use of visuals. The post-feminist New Woman, secure in her modernity, negotiates her different roles as a modern professional and as a traditional home-maker with playful and confident ease. Features mostly represent women as people who are independent, in control of their lives. The evidence in the study demonstrates that women are not the puppets that earlier forms of feminism think they are represented as. They have choices to make about their professional and social lives. They are not simply confronted with situations over which they have no choices to make. For instance, the target market of these magazines or the implied readers are a group of educated professional women who have dreams and know what they want in life. While most of the consumerist persuasion comes in the form of direct advertising, most of it is disguised as editorial material that is in the form of feature articles, advice columns or health and fitness tips. That leads one to the conclusion that advertising has never been a good vehicle for representing women. It has done nothing more than to harm their image and misplace the idea of what it means to be a complete woman. It has never been interested in who women are other than their commercial value. It is also unfortunate that advertising forms such an integral part of popular magazines. This leaves one at a dead end since the media cannot do without advertising as they get most of their revenue from it. So, striving to please both readers and advertisers is a big challenge for magazines and this implies that as long as they depend highly on advertising, chances are that women will still be represented as sex objects and helpless beings. Images in the media generally project a standard to which women are expected to aspire, yet that standard is almost completely impossible for most women to achieve. Women almost always fall short of standards that are expected of them regarding physical appearance. The pervasiveness of the media makes it very challenging for most women to avoid evaluating themselves against the socio-cultural standards of beauty.