What is the Identity theory? (As per David Gauntlett)
The media has a significant but complicated relationship with identities.There are many diverse and contradictory media messages that individuals can use to think through their identities and ways of expressing themselves, even in traditional media. Individuals in the modern world are expected to make decisions about their identity and lifestyle. We can see this through the example through the success of 'popular feminism' and increased representation of various sexualities has created a world in which the meaning of gender, sexuality, and identity is becoming increasingly open.
Although the interpretation of femininity and masculinity is moving away from the old binary definitions, they will continue to provide a variety of cues for us to use in the meaningful construction of our identity. The magazines we read and the movies we watch all provide information about different ways of living that we purposely and knowingly incorporate into our own relationships and lifestyles.
Young Women and Material Consumption
Shopping Has Changed From What It Once Was
The last ten years have seen a significant change in how women shop. Women now have more disposable income than ever before and are willing to spend on aspirational lifestyle items because they are now the primary decision-makers. This is due to more women leaving the house, socializing, and traveling the world as well as an increase in the number of women joining the workforce and supporting themselves financially.
The movie Legally Blonde contains numerous sequences that feature instances of advertising and consumerism. The promotion of consumerism frequently includes the use of product placement. In the movie Legally Blonde, there are numerous examples of consumerism and product placement, including those for automakers, colleges, magazines, fast food franchises, and more. In this movie, consumerism has a significant impact on how gender roles are portrayed in the media. For instance, the female character (Elle Woods) finds out that her ex-boyfriend, who she followed across the nation, has recently gotten engaged as soon as she sets foot on the Harvard campus. Going to a manicure salon and getting her nails done with obvious product placement promoting the firm that makes the nail polish is how she manages her stress. This is bad for gender roles because it implies that she must get her nails done to relieve stress because she is a woman and that the reason her boyfriend did not take her back is because she is not attractive enough for him. She must also make herself appear more attractive by getting her nails done. Throughout the film, there are various instances of product placement.
Film consumption has taken on such a significant role that it is now the subject of a multibillion dollar marketing campaign. In a research published in 2010, the Journal of Marketing and Management Research found that the entire amount of money spent on product placement in just one year was approximately $7.55 billion, with an estimated worth of 14 billion dollars in terms of audience reach. Even if the movie's plot takes precedence over this type of advertising, adverts like the ones in Legally Blonde have the potential to be shown in ways that are harmful to gender roles.
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