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Maximova O.B. [Mechanism of social communication of gender: a study of gender representations in magazine advertising] World of Science. Series: Sociology, Philology, Cultural Studies, Available at: https://sfk-mn.ru/PDF/19SCSK425.pdf (in Russian).

Mechanism of social communication of gender: a study of gender representations in magazine advertising

Maximova Olga Borisovna
Patrice Lumumba Peoples’ Friendship University of Russia, Moscow, Russia
E-mail: maximova_ob@pfur.ru
ORCID: https://orcid.org/0000-0002-9407-1277

Abstract. The article examines the main theoretical approaches to the interaction between the elements of the system «society-advertising-individual», which the author applies to the social communication of gender role stereotypes within the space of advertising symbols and is part of the author’s dissertation research. The author puts forward a hypothesis that, when analyzing the role of advertising within the system «society-advertising-individual», it is possible to integrate various approaches within the framework of a «middle-range» theory.

Next, the author focuses on the role of gender role stereotypes in the society. The article provides examples of the influence of advertising on individuals’ behavioral norms, as well as how the value orientations of the target audience impact the content of advertising messages.

The paper presents the results of an empirical study of gender representations in magazine advertising in the United States, conducted by the author. The aim of the study was to analyze patterns and features of gender role and stereotype representation in magazine advertisements. The research employed a «mixed» method, combining both quantitative and qualitative techniques. The data obtained suggest that the space of advertising symbols reflects social reality, albeit with some delay.

In conclusion, the author states that in society, two mutually influencing processes are most likely occurring: selective reflection by advertising of the target audience’s value orientations, and impact on society of the value system, reinterpreted within the symbolic space of advertising. Thus, in the system «society-advertising-individual» there is a selection of specific segments of everyday life: some fragments are incorporated into the advertising discourse, while others are excluded, leading to the construction of new social meanings.

Keywords: social communication; gender; gender roles; gender stereotypes; magazine advertising; stereotypes of professional roles; space of advertising symbols; gender representations; value orientations

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