Date of Award
5-16-2005
Degree Type
Thesis
Degree Name
Master of Arts (MA)
Department
Communication
First Advisor
Dr. David Cheshier - Chair
Second Advisor
Dr. Cynthia Hoffner
Third Advisor
Dr. Carol Winkler
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.
DOI
https://doi.org/10.57709/1061267
Recommended Citation
Bonham, Lorie N., "Gender Images and Power in Magazine Advertisements: The Consciousness Scale Revisited." Thesis, Georgia State University, 2005.
doi: https://doi.org/10.57709/1061267