gender

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April 10, 2026

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April 10, 2026

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"Over the past five decades, gender-role portrayals in advertisements have changed in accord with the changing roles of women in society. In 1953, only 23.4% of women were in the labor force. At that time, advertisements typically portrayed women as objects of sexual gratification, or as spouses, homemakers, and mothers whose characteristics were passivity and dependence (Courtney & Lockeretz, 1971 in Belknap & Leonard 11, 1991) Four decades later, women's participation had doubled, to 60.7%. (Basset, 1994; Hughes, 1995). Women not only were gaining ground in marketplace participation, but also were filling positions once held primarily by men. As women began to enter the workforce, the image of the ideal woman began to be transformed. Changing demographic, economic and social patterns, encouraged a resurgence of feminist groups who focused public attention on the portrayal of women in media (Sullivan & O'Connor, 1988). Women in advertisements became central characters (Belknap & Leonard, 1991); they were portrayed as working outside the home, in nontraditional, progressive occupations. In contemporary advertisements, increasingly women are presented in professional roles requiring decision making on items and topics other than household, hygiene or beauty products, and sometimes they are portrayed as autonomous and equal to their male counterparts. Coinciding with this reduction in the portrayal of women in traditional homemaker and mother roles, has been a 60% increase in advertisements in which women are portrayed in purely decorative roles (Sullivan & O'Connor, 1982)."

- Gender role

• 0 likes• gender•
"I dreamed of you for the first time the other night. You were swaddled in a blanket and floating. Your hair was dark brown before it curled and turned blonde, just like your father's. I brought my head down to my clavicle and nuzzled you, melting a little. I told you, or did you tell me that it wasn't time yet? We are waiting for you, wondering who you will be. I've made a habit of Googling strange changes in my body in the off chance they might be connected to your existence. Too much saliva, bleeding gums, muscle pains in the lower abdomen. Every time, no matter how seemingly random, all of these symptoms are correct, connected to the making of you. I'm reminded my body is marching onward without any help from me. There is a quietness that comes with pregnancy, a humbling. I'm listening for you. I'm full of wonder. Mornings and nights, my stomach grows. It's getting colder, an election is coming. I feel you flutter underneath my belly button. I want you to see the world's potential. You feel like the world's potential. I'm driving through Manhattan, looking out the backseat window of my friend's car, studying pedestrians as they move through the city. A man crosses the street in glasses, another jogs in place, his eyes focused ahead of him. I stare at these strangers. Will that be you? I wonder. I'm in the shower, rearranging all the names I'm thinking of for you in my head. I peer down at my belly and say one of them aloud to see if it fits. Water steadily beats against my back. In that moment I can't feel it myself or the space around me. Just you. Hello, I think, is that you? My chest swells and my eyes sting with the thought that one day soon, so very soon, your presence will be real. I close my eyes and try to imagine you moving through the pixelated darkness of my mind's eye. I cannot wait to see who you will be."

- Pregnancy

• 0 likes• themes• sexuality• women• gender• biology•