Type of Document Master's Thesis Author Bonham, Lorie N. URN etd-04192005-162244 Title Gender Images And Power In Magazine Advertisements: The Consciousness Scale Revisited Degree Master of Arts Department Communications Advisory Committee
Advisor Name Title Dr. David Cheshier Committee Chair Dr. Carol Winkler Committee Member Dr. Cynthia Hoffner Committee Member Keywords
- Magazine Advertisements
- Sexuality
- Race
- Gender Images
- Consciousness Scale
- Power
- Sexism
- Media
Date of Defense 2005-04-15 Availability unrestricted Abstract This study re-evaluates the Consciousness Scale originally formulated by Pingree et al. in 1976. The element of assumed power was added to the Consciousness Scale, which was then used to evaluate 516 magazine advertisements from 1999 to determine if the Consciousness Scale still accurately evaluates sexism in media. A set of advertisements was culled which had contradictory Consciousness Scale and power ratings. The set was evaluated, revealing common themes, which created difficulty in coding these modern images. The study revealed that while the Consciousness Scale can still provide a valuable tool in evaluating media images, the change in the social dynamic of women as well as minorities and how advertisers portray them must be taken into account. The element of power as well as a more nuanced reading of each level of the Consciousness Scale creates a more modern and complex evaluation of gender images in the media.Files
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