Rodni stereotipi u popularnoj kulturi u Jugoslaviji do kraja sedamdesetih godina

Gonan, Mia. (2014). Rodni stereotipi u popularnoj kulturi u Jugoslaviji do kraja sedamdesetih godina. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Sociology. [mentor Galić, Branka].

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Abstract

This article discusses the issue of gender stereotypes in popular culture in the printed media, in Yugoslavia since the end of World War II until the end of the seventies. Given the specificity of the Yugoslav context in relation to the western countries, the first chapter brings out views of the theorists from Yugoslavia on this issue, in order to better clarify the selected hypotheses and starting points. The second cahpter brings a list of contents and an analysis of the visual representations of women in three women's magazines, Žena u borbi, Svijet and Arena. In this part we sought to prove the first hypothesis about the heterogeneity and the often opposed values of the media representations of women in Yugoslavia. The analyzed magazines have different characteristics, change over time, and often contain contradictory messages within themselves. Traditional feminine elements like beauty and care for the family were never called into question, but new elements such as political activism were added during and immediately after the war. In the fifties traditional femininity is being revitalized as a symbol of prosperity of the Yugoslav society, but from the middle of the sixtieth these models become less rigid and left women more room for self-definition. The model that existed and has been developed through the whole period is the model of working women. The third chapter uses a variety of sources to determine what was the reception of the analyzed magazines, what were the potential benefits for the reader and to what extent could they identifie with the proposed models of femininity. It shows that the way in which readers perceive and use the magazine is not necessarily accordant with the naure of the magazine: sometimes they express criticism and discontent, or use the magazine in unpredictable ways. Readers do not obey the proposed models not only because they are not passive recipients of media messages, but also because in most cases their socio-economic status does not allow it.

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