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Undergraduate Research

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

Authors
  • Jess Conroy (Ohio University)
  • V. Ann Paulins (Ohio University)

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.

How to Cite:

Conroy, J. & Paulins, V. A., (2017) β€œThe Relationship between Role Theory and Feminism in Vogue Advertisements from 1960-1990”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
2017-01-01

Peer Reviewed