| Popis: |
This article focuses on the narrative, visual and symbolic construction of a media report addressed to or intended for Marie-Claire's readers. From 1954, editorials and advertisers offer a new image of femininity, focusing on the role of women in their home they describe as a profession based on technical knowledges or skills. These images remind us of several visual universes: work, with the use of industrial design codes, or the apron as a reference to workwear and fashion, symbolizing the need for women to be attractive in all circumstances. This model of femininity makes it possible to sell products (mass-produced furnitures, household appliances, industrial food, etc.) made by the various industries that flourish after the war and that seek to reach more and more consumers. It values and anchors, in modernity, a gender role that gives middle-class wives and mothers a responsibility in the social rise of the family and in the refoundation of post-war French society. |
