Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Entire DC Network
Gender Images And Power In Magazine Advertisements: The Consciousness Scale Revisited, Lorie N. Bonham
Gender Images And Power In Magazine Advertisements: The Consciousness Scale Revisited, Lorie N. Bonham
Communication Theses
This study re-evaluates the Consciousness Scale originally formulated by Pingree et al. in 1976. The element of assumed power was added to the Consciousness Scale, which was then used to evaluate 516 magazine advertisements from 1999 to determine if the Consciousness Scale still accurately evaluates sexism in media. A set of advertisements was culled which had contradictory Consciousness Scale and power ratings. The set was evaluated, revealing common themes, which created difficulty in coding these modern images. The study revealed that while the Consciousness Scale can still provide a valuable tool in evaluating media images, the change in the social …