Ideological analysis and critique of media’s messages and
content as discussed in Gill points to a fluctuating system of symbolic power
that acts as a source of social regulation.
Of the four main concepts of media studies that Gramsci outlined in this
section, hegemony and articulation can arguably be seen as the most overt
influences. Through the power inherent
in media producers and social media regulators there is evidence that ploys of
hegemony and articulation of what is true “femininity” have retained a consistent
hold on young audiences, despite the shifting ideologies of the contemporary social
world.
With the
dawning of postfeminism in modern society it would be assumed that the
“empowerment” and “acceptance” of female members would be reflected in media,
and it has. Shows like Sabrina the Teenage Witch and Sister, Sister portray young women with
their own sense of independence and power that is characteristic of
postfeminism. However, a point made in
Projansky & Vande Berg’s article “Sabrina the Teenage…?” highlights the
underlying cultural standards for beauty, competence in traditionally female
roles, and male acceptance that are still in affect.
While
Sabrina lives in an all female home environment with her aunts that encourage
her development as a powerful witch, Sabrina is still concerned with her
appearance (thought not as much as her friend Valerie), acceptance in her
social sphere, and her continued affections for Harvey. The men in the plot all hold some power over
Sabrina; from Harvey’s love and affections, her father’s expectations and
pride, Salem's constant meddling and presence, and principal Kraft’s strict school regulations.
In
addition, there is a lack of diversity outside of Sabrina’s independent
character, with limited deviations from heterosexuality and all white key characters. Contrary to "radical" progressive social norms the show
my have felt safer relating to the middle-class teenage audience on a feminist,
but still comfortable level.
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