Visualizing Housewives: The Representation of Female Domesticity in Stock Imagery

Abstract

The aim of this paper is to interpret the gender representations of housewives in nine selected examples of stock images. The essay focuses on how the concept of housewives is depicted in stock photography and how socially constructed gender roles and stereotypes are materialized through it. Paul Frosh’s methodology for surveying stock images, and Erving Goffman’s theory of gender representation are used for the analysis. The essay finds essential features that communicate and commodify the happy housewife ideal. It is suggested that through the conjoint use of elements of domestic work and leisure time, the gendered position of the women is portrayed in a positive light in a way to commodify female domesticity. The use of social science approach is limited in the academic discussions of stock photography. In this study, stock images are viewed as forms of visual representation that construct the perceptions of social phenomena through the articulation of meanings. In that regard, it is stressed that they may contribute to the social construction and negotiation of gender identities and roles.