Gender representation and framing of Malaysian women: A study of feature articles in female magazine

Abstract

The media are powerful tools for communication and socialization. Through media representations, audience establishes a way of making sense about themselves and the world. Magazines are one of the important sources of socialization as well as popular cultural representation. An important focus of the magazines in their portrayal of gender is the concept of masculinity and femininity. Masculinity and femininity are a set of attitudes, roles, norms and values of male and female in society. This study used framing as the theoretical framework and content analysis as the research method to examine the representation of Malaysian women, as well as the portrayal of masculinity and femininity in Female magazine. It was found that Female magazine did not place any limit, traditional boundary or stereotype on its representation of Malaysian women. Instead, the magazine encouraged female readers to pursue for their passions, emulating both the feminine and masculine characteristics that are essential to be successful.