Abstract: The ruling ideas of gender are highly dependent on the media representation thanks to which the meaning of a culture is understood. In order to be present in society, media creates genders and communication, their image and sexuality.Photography, which increasingly dominates over print media and takes precedence over the text, not only tells us that we live in the era of photos, but also in the era of image that defines our body as popular, powerful, socially classified or as marginalized and absent. The long-established rules of patriarchal gender presentation in the media remain present through the women’s media which has the purpose to entertain (woman’s body in the media is a spectacle to watch) and through the men’s media which has something important to tell us and remind us of the supremacy and power (man’s body is restrained in the media).
Keywords:gender and media.
Rhetoric and Communications E-journal, Issue 7, January 2013, http://rhetoric.bg/, ISSN 1314-4464