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. © 2021, IGI Global.