Framing Femininity: Analyzing Visual Objectification and Gender Dynamics in Hollywood Movie Posters Through Semiotic and Sociocultural Lenses
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Abstract
This study examines the portrayal of women in visual media by applying Peirce’s Semiotic Theory and Goffman’s Gender Representation Framework. By analysing how female bodies are fragmented, sexualized, and commodified in movie posters, the research uncovers how this representation of media patriarchal gender dynamics and cultural norms. A mixed-methods approach combining quantitative and qualitative content analysis reveals that women are overwhelmingly predominantly depicted as passive and sexualized objects, often devoid of agency. The study contributes to existing literature by emphasizing the need for more equitable media portrayals and proposing strategies for challenging existing norms. The findings underscore the subtle yet significant influence of visual gender stereotypes and their broader cultural implications. The findings further highlight the importance of addressing visual gender stereotypes and their broader cultural impacts.