Gender Representation in New Media Through Global Calendar Photographs

Abstract

New media that enables access to more people is a preferred platform by Lavazza for bringing together consumers from all around the world within the framework of coffee culture by means of photography. Lavazza calendar photos (1993-2012) have been analysed using Dyer's non-verbal communication means and lines of appeal under the following headings: “Sexually Highlighted Female Body in Lavazza Calendar Photos,” “Different Sexual Orientations as Secondary Emphasis of Lavazza Calendar Photos,” “Idealized Body Look of Models of Lavazza Calendars,” “Roles of Women and Men in Family in Lavazza Calendar Photos,” “Queens and Superheroines in Lavazza Calendars,” “Widespread Representation of White Race in Lavazza Calendar Photos,” “Italian Cities and Italian Local and National Items in Lavazza Calendars,” “Signs of Different Geography, Culture and Life Styles in Lavazza Calendar Photos,” and “Lines of Appeal in Lavazza Calendar Photos.” According to the findings, both non-verbal means of communication in terms of gender and lines of appeal in Lavazza calendar photos in new media have changed over the years.