Portret žene u časopisima kroz prizmu karijere i ljepote
A portrait of a woman through the prism of career and beauty

Summary/Abstract: In the context of all-inclusive changes and global influences which our modern society has been going through, it is of extreme importance to do a research into the media and their relationship towards changes in gender-sex, social and education tendencies and above all towards the individual self. Media inevitably penetrate into every pore of human determination and interpersonal relationships, thus becoming one of the key mechanisms of reproduction of gender-sex stereotypes, as well as the reproduction of social roles. Because of their strong influence, media can be understood as institutions of power, which produce „tools“ in a hidden union with governing ideologies, contributing so to their legitimization and stronger influence in the society. By using their influence the media not only keep, but also make and strengthen cultural beliefs of gender roles, which significantly influence complete social behaviour towards an individual, especially towards women and their role in the society. The aim of this paper is to examine the role of gender stereotypes in media construction of social reality and to analyse the connection between stereotypical representation of women and their social roles that fix conventional ways of the media portrayal of women in print media. Starting from this, the paper presents the analysis of different ways of presenting women in women magazines Gloria and Sensa in Croatia, through a prism of career and beauty, and in the context of (dis)similarity, gender (in)sensibility, old or new way of gender presentation of a woman and her role in the society.

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