Liberal
- Fighting for power through the equal, legal rights of women in society
- Media perpetuate sex role stereotypes because they reflect dominant social values
- Male media producers are influenced by this
- Men are not the enemy - can live alongside each other as equals
- Women can be superwoman - home, family body and work
Radical
- Men control a patriarchal society through dominance and physical strength
- Men have no place in feminist utopia
- Believe in women dominating society
- Reject typical gender roles
- Media production is owned by men, operates to the benefit of the male and should be by women, for women
Socialist
- Concerns with class and economics - 'power is located in socio-economic structures'
- Women's 'production of labour' and the 'economic value of domestic labour' are not recognised
- As this work is lower/underpaid, it is essential to maintain a capitalist society
- Women as consumers in this society
- Linked often to class, age and ethnicity
- Advertising reinforces sexual objectification of women
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