THE MAKING OF THE WOMAN - Stereotypical representations of gender on the covers of Vogue China

Abstract: Aim: The aim was to create a nuanced description and understanding of cover model representations by describing, analysing and interpreting stereotypical gender portrayals on the cover of Vogue China. Methodology: The thesis has a qualitative research design inspired by practices within hermeneutics and case study research. The empirical material was analysed by semiotic analysis and a complementary basic statistical analysis. Theoretical framework: The theoretical framework consists of theory on representation, focused on stereotypical representations of gender, race and celebrity. Conclusions: The stereotypical gender representation of the cover model on Vogue China is a supermodel or film star. She is also Asian, Caucasian or Black. Furthermore, the representation of the model is constructed as seductive, sexy and independent. Her pose is straight and confident, the gaze is indifferent and her touch constructs a sexy body. Her seductive day-dreaming face triggers desire. The supermodel and film star constructs the model as a sophisticated or photoshopped beauty, while the race of the model, the Asian or black model, sometimes is played up and constructs an ‘erotic’ and ‘exotic’ woman. Besides, the Asian model is, compared to the Caucasian and black model, constructed as seductive, sexy and independent.