Cited by 113Media, Gender, and AdvertisingFeminist Theory and Gender StudiesRace, History, and American Society

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Black Womanhood: Essence and its Treatment of Stereotypical Images of Black Women

Woodard, Jennifer Bailey, Mastin, Teresa·2005·Journal of Black Studies

DOI 10.1177/0021934704273152

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Abstract

One could assume it is a given that Essencemagazine dispels stereotypical images of Black women and that it works to liberate them from the strictures imposed on them by a world in which they live as an undervalued and marginalized minority. After all, this is the only longstanding women’s magazine that targets Black women and addresses specifically their cultural and emotional needs as African Americans and women. This content analysis examines whether Essenceworks as a liberating feminist text that dispels, as opposed to validates, stereotypical images of Black women. We hypothesize that (a) there will be more evidence to dispel the stereotypes than to perpetuate them and (b) that of the four major African American women stereotypes—mammy, matriarch, sexual siren, and welfare mother or queen—the matriarch and sexual siren stereotypes will be dispelled more frequently. Results support the former hypothesis entirely and the latter hypothesis partially.

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Authors: Woodard, J. B., & Mastin, T.
Affiliations: Middle Tennessee State University (US)
Michigan State University (US)
Venue: Journal of Black Studies
Publisher: SAGE Publications
Published: 2005-11
Volume: 36
Issue: 2
Pages: 264-281
ISSN: 0021-9347 (ISSN-L)
1552-4566
DOI: 10.1177/0021934704273152
OpenAlex: W2034679522
Cited by: 111
References: 14
Citations by year: 2026: 6 · 2025: 5 · 2024: 5 · 2023: 6 · 2022: 10 · 2021: 13 · 2020: 9 · 2019: 3 · 2018: 5 · 2017: 3 · 2016: 5 · 2015: 7 · 2014: 8 · 2013: 2 · 2012: 9
FWCI: 3.17
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Black Studies (publishedVersion)
Topics: Social Sciences › Gender Studies › Media, Gender, and Advertising
Social Sciences › Gender Studies › Feminist Theory and Gender Studies
Social Sciences › Sociology and Political Science › Race, History, and American Society
Keywords: Black women, stereotypes, mammy stereotype, African American women, women's magazines, feminist media, representation of Black women

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Black Womanhood: Essence and its Treatment of Stereotypical Images of Black Women

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