DOI: 10.5176/2251-3566_L316.26
Authors: De Guzman, Yvonne Christelle Manzon and Cabie Charity Faye Torio
Abstract: This study analyzed the contents of ten issues of Cosmopolitan Magazine from 2011 to 2015. The research discussed how feminine identity is affected by the perpetuation of Cosmopolitan Magazine’s front cover. By utilizing Semiotic Analysis, Male Gaze and the concept of hegemony the researchers analyzed language and symbols contributing to the portrayal of a Filipino woman identity, thus making it the dominant ideology among Filipino women. Languages were referred to the themes presented in the cover titles and languages used to describe the cover girl; symbols were referred to the cover girl’s clothing, physique, pose (such as hand gesture and leg position) and facial expression (smile and gaze).Through the cover titles and languages used in describing the cover girl the researchers found out that the languages used in creating a woman’s identity is linked to love, relationship, romance, beauty and sex. On the other hand, symbols utilized by the cover girl through her physique, clothing, pose and facial expression were all based according to the male-gaze. An ectomorph body, clothes that show more skin, looking directly and full smile were ways on how women will be desired by men. The study reveals that women are still seen as passive and serving her man. The dominant ideology perpetuated by the magazine is that women are bound to their traditional stereotypes, subordinate to men and are objects for pleasure. The researchers conclude that the magazine as a medium has perpetuated dominant ideology creating and affecting the identity of Filipino women which is rooted as to how women please men.
Keywords: Hegemony/Dominant ideology, Language, Symbols, Male-gaze, Semiotics, Women, Magazine.
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