РОДОВИТЕ СТЕРЕОТИПИ ВО ФУНКЦИЈА НА ПОТРОШУВАЧКАТА КУЛТУРА
Gender Stereotypes and their Function in Consumer Culture

Summary/Abstract: In the modern technological society, the role of the media in creating a new cultural mythology is excessive. Therefore, it is very important to reconsider the stereotypical portrayal of gender roles, values’ disorientation, moral conformism and aesthetic kitsch that are nurtured in popular culture, dictated by profit and commercial values. The stimulation of average human emotional responses is achieved with maximum simplicity in messages, without any content unpredictability, conflict-free linearity, stereotyped representations and clichés. The constant repetition of ideological schemes erases even the smallest deviations of some contradictions. Such constructed conventional linear narrative ignores different gender identities, political conflicts, denies other conflicts and reinforces gender stereotypes. Television and advertising abound with coded messages that create sexist discourse. The gender asymmetry in advertising produces gender-based price discrimination and gender-based iconographic transformations. In the attempt to undermine positions of power, we are, in fact, entering the realm of the political, discovering the potential to create new meanings of femininity that go beyond the realm of conventional beauty, romance, love, and the home. This raises the question - are people passive recipients of media, ideological and institutional messages or are they active observers? And if, on one hand, we detect the responsibility of the media in creating a discriminatory discourse, on the other hand it is their power to articulate new meanings that could initiate gender-responsive policies and engage in the struggle for an equal society.

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