Contested Images of Femininity

Abstract

This research illuminates struggles over cultural definitions of femininity by examining how cultural gatekeepers respond to girls' vocal critique of inauthentic media images. Interviews with 10 editors at two national girls' magazine organizations provide a rare glimpse into their contradictory responses to requests for depicting “real girls.” Editors legitimate and share in the critique, claiming they should change images but cannot. In these accounts, they reveal struggles over altering narrow images of femininity at the organizational and institutional levels. Editors also delegitimate girls' critique as misguided by calling on the media organizations' norms and schemas about how the (good) reader is supposed to understand the images. Paradoxically, here, editors claim that they can change images but should not. Ultimately, the power of girls' resistance is tempered, as both sets of responses lead to the girls' critique being inefficacious in redefining femininity. The study contributes to an understanding of how femininity-defining cultural institutions operate to create and sustain gender stratification.