Birdie “mnum-mnum”. Visual Exploitation of Women in Romanian Media Representations
Birdie “mnum-mnum”. Visual Exploitation of Women in Romanian Media Representations

Summary/Abstract: The central contention of this paper is that the visual representations of femininity in the Romanian media use cultural rituals that are reshaping gender roles. Advertising and consumption media have imposed a generally accepted myth, that sexuality is key to selling, thus connecting sex with capitalist consumption. Interpreting the transformation of the Romanian imaginary under the pressure of the free market ideals is used here as an interpretation mechanisms for the changes in the society as a whole. Declassification of women is not just a result of a patriarchal society, but also a result of the media callousness that we encounter in contemporary popular culture. The author is trying to prove this hypothesis by means of qualitative approaches provided by visual anthropology. The final question is one that remains unanswered, and should generate more research on the topic: is there a new gender ideal, produced by media representations?

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