Synchronicity of social change and the construct of gender roles: Traditionalism and modernity as contents of mainstream model of female gender roles in women's magazines during the last quarter of 20

Abstract

The main intention of the research is to retrospectively decode changes in mainstream construct of female gender roles within the period of ''developed self-management socialism'' (1970s), period of structural crisis of socialism (1980s) and post-socialist period of Serbian/Yugoslav society. The mainstream construct of female gender roles will be reconstruct from Serbian women's magazine 'Bazar''. Through the basic presumptions of theoretical framework the research will try to conceptualize theoretical approach which will correspond with co called 'new communicative research model' which will be capable to incorporate contemporary changes within the process of communication among the emitter and recipients in order to better understand the content of the message.

Keywords

• gender
• gender roles
• social change
• societal deconstruction
• media
• communication.