The Image of Women in BG commercials
Образът на жената в БГ рекламите
The text discusses the female identity in contemporary Bulgarian society and the way the media influence this process. In this process the theory of post-feminism is important as combines emancipation and traditional views in shaping the image of modern woman. The contemporary model of femininity is a paradoxical mixture of patriarchal spirit and feminism. The study describes some of the manifestations of the new myth of motherhood in the lifestyle press. Key words: femininity, gender, identity, post-feminism, lifestyle, mass culture, mass media, lifestyle magazines.
Key information on trends and challenges on women and the media:
The image of women - sexual objects, objects of desire, commodification of female body