The Relationship between Role Theory and Feminism in Vogue Advertisements from 1960-1990

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2017-01-01
Authors
Conroy, Jess
Paulins, V.
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Abstract

The relationship between role theory and feminism in magazine advertisements, specifically those found in Vogue between 1960-1990 was examined. The way gendered roles evolved with cultural changes, spurred by the second and third waves of feminism were observed and documented using role theory as a framework. The purpose of this research was to explore and understand whether women's roles, as presented in Vogue advertisements between 1960-1990, were consistent with the expectations of society in terms of gendered norms. We wondered whether women's roles portrayed in Vogue advertisements between 1960-1990 might be more consistent with the counter-culture and values of the second and third waves of feminism, so undertook this research project to better understand the position Vogue magazine held during feminism's second and third waves.

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