Representation of Gender in Adbusters (Marksism)

Marksism 

Ruling class are there to make sure the working class stay poor and have control over people.We are constantly being manipulated by an elite ruling class It is better to try and forget about inequality and to just focus on living our own lives. 

- The rich stay rich, there is always more opportunities for people who already have something that can aid them in becoming successful
- Unless you have money, you are treated less equally
- At the end of the day, conservative power has created a world where the rich are richer and their generations and offspring can feed and grow through the power of their ancestors while everyone else scrambles to pick up the scraps they throw of us, only able to dream of what we want to be.

"Necessity is blind until it becomes conscious. Freedom is the conscience of necessity,"  

1) Sterotypical - relating to a widely held but fixed and oversimplified image or idea of a particular type of person or thing.
2) Conforms-
3) Subverts -
4) Objectification - the action of degrading someone to the status of a mere object.
5) Sexualisation - is to make something sexual in character or quality, or to become aware of sexuality, especially in relation to men and women
6) Hegemony -
7) Patriarchal Hegemony -
8) Challenges -
9) Fetishisation - to be excessively or irrationally devoted to (an object, activity, etc) 
10) Symbolic annihilation -
11) Voyerism

Representation of Gender in Adbusters

Adbusters doesn't have a conventional representation of gender as it is not used as a device within their magazine.
For example, they do not sexualise the females in the magazine and the idea of gender is not used at all compared to in Woman magazine where the representation of gender is vital to sell the media product. The black and white mid-shot photo of a homeless woman in an unclear major city, unknown due to the lack of anchorage and therefore forcing the audience to make an assumption. The photo is not used a sexual device, she is not improved in attractiveness one usually finds in women's spreads of magazines. She is positioned in an unprovocative way, a shrivelled and arching way which shows Barthes symbolic code that she is in fact homeless, Levi-Strauss' binary opposition of her costume, the ragged jumper and teddy bears on the sleeves shows a bleak reality of the unhappiness of her life and situation.
The other side of the double page spread, there is a conventionally beautiful model shows in a smaller perspective, showing her insignificance in the real world, the idea that at the end of the day she is only a photo, she is not real. The juxtaposition of the two women reasserts the idea of the way women are 'meant' or conventionally are presented in the media, ignoring the reality of women.
Generally, the conventions of a magazine features the sexualisation of women and Van Zoonen argued that women are used in media to be sexualised and that it is a necessity within all media. The fact that Adbusters doesn't use the idea of gender at all in a sexualised way affects the way their magazine is categorised, because they don't use a specific and blatant ideology (such as Woman magazine) it creates a complex and therefore this subversion therefore creates a complication in genre.

• Don't lead with theory
• Point
• Evidence
• Argument