Rodni stereotipi u popularnoj kulturi u Jugoslaviji do kraja sedamdesetih godina

U radu se problematizira pitanje rodnih stereotipa u popularnoj kulturi u tiskanim medijima, u Jugoslaviji od kraja Drugog svjetskog rata do kraja sedamdesetih godina. S obzirom na specifiĉnost jugoslavenskog konteksta u odnosu na zemlje zapada, u prvom poglavlju su iznesena stajališta teoretiĉara s podruĉja Jugoslavije o ovom pitanju, kako bi se bolje razjasnile odabrane hipoteze i polazišta. U drugom djelu su navedeni sadrţaji, te analizirani vizualni prikazi ţena u tri ĉasopisa namijenjena ţenama, Ženi u borbi, Svijetu i Areni. U ovom se djelu nastojalo dokazati prvu hipotezu o heterogenosti i vrijednosnoj neusklaĊenosti medijskih reprezentacija ţena u Jugoslaviji. Analizirani ĉasopisi razliĉitog su karaktera, mijenjaju se kroz vrijeme, te unutar sebe nerijetko sadrţe kontradiktorne poruke. Tradicionalni elementi ţenstvenosti poput ljepote i brige za obitelj nikad nisu dovedeni u pitanje, ali su na njih dodavani novi elementi poput politiĉkog aktivizma tijekom i neposredno nakon rata. U pedesetim godinama tradicionalna ţenstvenost biva revitalizirana kao simbol blagostanja jugoslavenskog društva, ali od sredine šezdeseti ti modeli postaju manje rigidni i ostavljaju ţenama više prostora za samodefiniranje. Model koji postoji i razvija se kroz cijelo promatrano razdoblje je model radne ţene. U trećem poglavlju se pomoću raznih izvora pokušalo ustanoviti kakva je bila recepcija analiziranih ĉasopisa, kakva je bila njihova potencijalna korist za ĉitateljice i u kojoj mjeri su se one mogle poistovjetiti s predloţenim modelima ţenskosti. Pokazalo se da naĉin na koje ĉitateljice doţivljavaju i koriste ĉasopis nije nuţno u skladu s karakterom samog ĉasopisa: one ponekad izraţavaju kritiĉnost i nezadovoljstvo, ili koriste ĉasopis na nepredvidljive naĉine. Ĉitateljice se ne pokoravaju predloţenim uzorima ne samo zato što nisu pasivni primatelji medijskih poruka, već i zato što im u većini sluĉajeva to ne dozvoljava socio-ekonomski poloţaj.This article discusses the issue of gender stereotypes in popular culture in the printed media, in Yugoslavia since the end of World War II until the end of the seventies. Given the specificity of the Yugoslav context in relation to the western countries, the first chapter brings out views of the theorists from Yugoslavia on this issue, in order to better clarify the selected hypotheses and starting points. The second cahpter brings a list of contents and an analysis of the visual representations of women in three women's magazines, Žena u borbi, Svijet and Arena. In this part we sought to prove the first hypothesis about the heterogeneity and the often opposed values of the media representations of women in Yugoslavia. The analyzed magazines have different characteristics, change over time, and often contain contradictory messages within themselves. Traditional feminine elements like beauty and care for the family were never called into question, but new elements such as political activism were added during and immediately after the war. In the fifties traditional femininity is being revitalized as a symbol of prosperity of the Yugoslav society, but from the middle of the sixtieth these models become less rigid and left women more room for self-definition. The model that existed and has been developed through the whole period is the model of working women. The third chapter uses a variety of sources to determine what was the reception of the analyzed magazines, what were the potential benefits for the reader and to what extent could they identifie with the proposed models of femininity. It shows that the way in which readers perceive and use the magazine is not necessarily accordant with the naure of the magazine: sometimes they express criticism and discontent, or use the magazine in unpredictable ways. Readers do not obey the proposed models not only because they are not passive recipients of media messages, but also because in most cases their socio-economic status does not allow it