The celebrity yummy mummy, race and gender representations : a vogue visual discourse analysis

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McGrath, Marsaili and Tonner, Andrea and Hewer, Paul (2024) The celebrity yummy mummy, race and gender representations : a vogue visual discourse analysis. In: Gender, Markets, and Consumers Conference, 2024-06-26 - 2024-07-28, University of Edinburgh.

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Abstract

Media, and the celebrity fashion alliance (Church-Gibson, 2011), have significantly influenced societal views of gender and race representations (Schroeder and Borgerson (2015). Magazines, notably the acclaimed Vogue, serve not just as mirrors to society but also as influencers of the femme fatale (Minowa et al., 2019). Vogue's spotlight on influential figures and icons encapsulates the cultural zeitgeist and reinforces gendered social expectations and cultural representations of motherhood (The Voice Group, 2010b). This research delves into Vogue's impact on representations of gender and race, focusing on its iconic front covers. The, 21st century has witnessed a trend towards the cult of a "new momism" (Tsaliki, 2019) represented through “yummy mummies” (Littler, 2013; O’Donohoe, 2006). In this contemporary phenomenon, maternity is not just about the essence of becoming a mother but tied to the concept of "society of the spectacle" (Debord, 1967) and neoliberal feminism by co-opting “feminism for profit” (Scott, 2005). By using interpretative critical visual discourse analysis, this research seeks to contribute a deeper understanding of the nexus between gender and race representation and feminine ideologies. It aims to highlight the media's pivotal role in crafting sociocultural assumptions, attitudes, and problematics around gendered racial representations of motherhood.

ORCID iDs

McGrath, Marsaili, Tonner, Andrea ORCID logoORCID: https://orcid.org/0000-0002-8436-3946 and Hewer, Paul ORCID logoORCID: https://orcid.org/0000-0002-7661-8195;
CORE (COnnecting REpositories)