Representation in 1960s Vogue
The July 1965 Vogue magazine cover features Sophia Loren, a celebrated actress of the era known for her "exotic" beauty. Her close-up portrayal, adorned with jewels and elegant clothing, positions her as powerful and aspirational for the female readership.
The representation of Loren's beauty potentially aligns with Stuart Hall's theory about Middle Eastern stereotypes, portraying ethnic minorities as "other" or exotic.
Inside the magazine, we find some counter-typical representations of women:
- An article about women making investments challenges the 1960s norm when husbands typically controlled family finances
- The inclusion of a female finance expert was revolutionary for this period
- This content reflects the emerging influence of second wave feminism, which began challenging traditional gender roles
Key Concept: Second wave feminism in the 1960s focused on issues of financial independence, legal inequalities, sexuality, and workplace rights. Vogue's inclusion of financial content for women represents this shifting cultural landscape.
However, contradictions exist within the magazine:
- Basic definitions of financial terms suggest an assumption that women lack economic understanding
- The article implies women still rely on husbands and cannot keep finances secret
- Most other pages present conventional 1960s female representations domesticorsexualised
The financial content appears specifically targeted at Vogue's primarily AB socioeconomic readership, suggesting financial independence was considered appropriate for wealthier women.