Universitatea „Babeș-Bolyai” din Cluj-Napoca / Babeș-Bolyai University of Cluj-Napoca
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Power in Media Discourse and Media Structures:
Power Relations in the Standardizing of Gender Representations in Romanian Mass Publishing
The article proposes an analysis of contemporary Romanian mass publishing to pursue the power relationship established by discourse and image from the perspective of consumer culture theories, power theories, post-colonialist and feminist theories. The case study focuses on the observation of the roles of force played by language and image, on the observation of the relationship of forces in the representation of gender relations and on the analysis of the process of cultural heterogeneity. Our position is that nonspecific visions of gender representations are hybridized to local culture through a synthetic autochthonizing process that produces standardized models.
Keywords: power, gender representations, resistence, mass culture.
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