David Gauntlett

Representations of gender in the past:

• men in the past have had more roles.
• (20/30%)
• domestic cirlces/domains 
• women are passive, men are assertive.
• women are perceived as sexual objects

Magazines

• Tells consumers to be happy with their body despite always selling slimming products.
• happiness and fulfilment of many roles. ( becoming a home maker, mother, and wife/lover)

Advertisements

• domestic products are tend to be sold by using a male voiceover, this can reinstate that women are passive and men are assertive.
• patriarchal validation

Sex is what we were biologically given, gender is what we think we like. e.g-being gay, lesbian, queer, and bisexual.

Bechtel test: Are they two or more women in the media type? (who have names)

                   : Do they talk to one another?

                   :Do they talk to each other about something that isn't a man?

"other peoples expectations get in the way of individual choices and achievements."