Representation of Women - Timeline

 1940s’ – Women are represented as housewives and mothers, they had very little economic power and most advertisements/products were aimed towards men, those aimed towards women however were of things that were typical amongst housewives, For example, kitchen appliances and beauty products.

There were little in the way of role models for women during the 1940’s

1945 (The wicked lady, Brief encounter) most were portrayed (in films) as adulteress; feisty and manipulative, and powerful women were seen as a threat to men and the women were often punished at the end of the film for their “outlandish” behaviour.

1950’s – (Genevieve) The main female role is represented as a housekeeper who looks attractive and can cook, reinforcing gender stereotyping at the time, the character however seems to push for more independence. The second female character is a model but is independent; this representation still comes from a male perspective and it reinforces stereotyping.

1958 to 1978 – The ‘Carry On’ franchise

This franchise began in the 50’s when the public was repressed, the films seemed almost obscene, and marriage was also considered a must.

During the 60’s, the country was starting to go through a sexual revolution. Eg: the ‘Swinging Sixties’, ‘The Pill’ is invented and women have more freedom regarding their sexuality.

During the 70’s, appearance is considered more and more important, Anne summers opens and starts selling ‘raunchy’ women’s clothes, equal pay is also made law, again, giving them more freedom.

1960’s – Women are represented in a more independent way, the soap opera Coronation Street was targeted at a female audience, which is reflected by the relatively strong, but still archetypal female characters. Women were still often represented as housewives; however, their husbands were regularly ‘Hen picked’.

1964 (Goldfinger) Women were also shown as ‘objects’, for example, the scantily woman is found dead in Bonds bed covered in gold, suggesting that women are considered, as gold connotes, a form of currency. This is a prime example of the “male gaze’.

During this time, cinema audiences were mainly men, the problems with this representation are this it is chauvinistic, patronising and degrading to woman, however, during the era in which the film was made, it was far more acceptable.

1970’s – The leading roles in most entertainment are masculine as cops/detectives, whilst the women are either there as the ‘princess’ or as an assistant (secretary), the women were seen as just ‘sex objects’. The programme ‘the professionals ‘was aimed at a male audience as they still had the most spending power.

1980’s – A new phenomenon has emerged, the “House husband”, this is represented in the television series Juliet Bravo, a woman is given the lead role in a relatively high power position as a police officer whilst her husband keeps the home. However, the women were still represented in a maternal nature and tended to deal with unchallenging story lines.

1990’s – (Prime Suspect) leading character Jane Tennison works within a masculine atmosphere, where most of the female police do menial work, such as filing clothes etc. When Tennison takes over, the male members try to ruin her plans, ultimately undermining her.
This show reinforces stereotypes as Tennison is an older woman, as younger women are not usually represented as being powerful and/or strong.

1998 – (Sex and the City) A show that revolves around four women, each of them represents different aspects of American women. They are generally all professional, aside from Charlotte who prefers the traditional “housewife” role, the other three women have highly paid and influential jobs and they often talk about how men are only good for things such as sex, breaking the stereotype.