The Archival of Film
04-2020
In examining film preservation, "Film Archive" transcends technicalities to emphasize the pivotal role archives play in illuminating past societal issues. One area of focus is the portrayal of gender roles in 20th-century media, compared to contemporary standards. Reviewing media from earlier times, like 1950s TV commercials, reveals one-sided depictions of traditional gender norms. Women often appeared as dependent and appearance-focused, while men were portrayed as dominant and knowledgeable. Contrasting these with 1990s commercials shows progress, though challenges remain. Preserving such media is crucial for gaining insights into historical societal norms and values.
Distribution: Fotohof Salzburg, University of Applied Sciences Salzburg
Medium: A5 magazine adhesive binding, 60 pages
Supervisor: Herman Seidl
Editorial Design, Text: Anna Hadaier
Typeface: ABC Arizona Flare