Social and Behavioral Sciences Commons^™

Gendered Construction Of The Female Identity, Julie L. Lemley

Journal of Undergraduate Research at Minnesota State University, Mankato

Since Garfinkle’s ground-breaking work on labeling in the 1950’s, the link between identity formation, specifically as constructed by external social messages intentionally directed by authority, and resultant behaviors has been well established. This research has extended upon this assumption, applying critical media and rhetorical methods to advertising aimed at adolescents, a particularly vulnerable group at a point of transition and identity formation. The adolescent negotiation of the transition from childhood (child identity) to adulthood (adult identity), has always been a uniquely critical stage of development. Moreover, the research has indicated that adolescents are particularly susceptible to influence by those in …