Représentations féminines et stéréotypes dans la presse de mode américaine : le tournant des années 1970.

In 1975, Trevor Milium, foreseeing academie, feminist, and later general public criticism, stated that magazines only presented four stereotyped roles to their readers: "hostess”, "mannequin”, “self-involved narcissist”, and “wife-and-mother” ; and that through their repetition, magazines preserved and spread the status quo o f previous decades, even though from the beginning o f the 1960s, fashion magazines, whose content and forms shifted, presented themselves as advocates o f womens empowerment. In light o f Milium’s assessment, I will argue that the 1970s represent a turning point for such magazines, their aesthetics and discourses producing women stereotypes. This paper studies their emergence and their evolution over the course o f the decade, through observation o f Vogue and Harper’s Bazaar and through the examination o f an already sizable literature on the models they produce, in order to bring out the major trends o f the time. [ABSTRACT FROM AUTHOR]