Since the start of the 20th century, hyper sexualisation of female body has slowly become a major part of the Western popular culture and its mass media. This process has been manifested (also) using fashion photography and advertising, which made hyper sexualisation of female body fashionable and chic. From the 1980s on, especially with the rise of modern feminism, this kind of representation gave the female body a more emancipatory role in society, one that portrays it as a symbol of freedom and emancipation. The main purpose of the thesis is to analyse the so called porno chic discourse. This discourse serves as an entry point through which the elements of pornographication are successfully penetrating the popular culture. In the analytical part of the thesis, the focus is on fourteen purposely selected photographs from Cirkus magazine. These photographs show us two different views on representation of women: liberal feminist view and typical patriarchal view. With the use of multimodal critical discourse analysis, which focuses on the details of the image, we wish to show how photographs construct the meaning. Our primary objective is to figure out which ideas and which values are conveyed via presented images. Furthermore, our goal is to figure out how values and ideas are encoded into these photographs and how we read them.
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