Introduction
The Institution of marriage is one of the most celebrated rites of passage in society. For a very long time, marriage has been celebrated, and weddings have been the subjects of societal fascination and cultural scrutiny. However, since society has been evolving, so have the norms and expectations surrounding marriage and weddings in particular, especially when it comes to the context of gender representations and roles. In the modern-day world, the landscape of wedding planning has been marked by different influences, starting from traditional expectations and the progression towards the change in attitudes. This essay will look at the intricate tapestry of gender dynamics and how it has been interwoven into the representations of weddings and wedding planning in today’s media. In this modern age where magazines, blogs, and other social media platforms serve as great influential agents shaping perceptions, it is important to look at and understand how the underlying messages, expectations, and patterns that inform today’s discourse on weddings. Moreover, by examining these issues, the main aim is to look at how the notions about wedding and wedding planning impact, challenge, or reinforce gender constructs in the multifaced world of weddings and wedding planning. This research aims to contribute to a nuanced understanding of the evolving dynamics of weddings and wedding planning in terms of gender and societal expectations.
Background
Many studies have been conducted to examine gender representation in marriage, wedding, and wedding planning. In as much as the studies have revealed several noteworthy findings, there is still a huge gap in knowledge about the evolving landscape of weddings. For so long, there have been stereotypes and historical biases that have persisted when it comes to the view of weddings. Cohen (21) explains that conflict theory, can be used to analyze weddings/marriages since different members of the family usually have conflicting interests hence couples should be viewed as unequal and therefore part of an unstable system. This explains why men and women have different representations when it comes to weddings and marriage.
Gender Imbalance in Wedding Responsibilities is one of the areas that the authors have focused on. According to Myers & Demantas (652), cultural norms about breadwinning compel individuals in society to do gender to meet the expectations of others; therefore, when it comes to weddings, many studies that have been conducted showcase traditional Roles being reinforced. Many studies have found that media often reinforces traditional gender roles in wedding planning, portraying brides as primarily responsible for aesthetics, attire, and details. At the same time, grooms are relegated to secondary roles. Aside from that, another theme that has come up is the presence of Consumerism and Gendered Marks, as many Researchers highlight the prevalence of gendered marketing strategies in the wedding industry, where most products and services are often tailored to stereotypical expectations associated with brides and grooms.
Another noteworthy aspect of the literature is the Underrepresentation of LGBTQ+ Couples. Cook (14) explains the presence of a historic underrepresentation of LGBTQ+ couples in mainstream wedding media. For instance, Shannon and Britany (208) explain life in dual-earner relationships after the great depression and fail to look at other dynamics. This shows that underrepresentation has been present in society form before. Since societal norms continue to evolve, there is a need for more research that will drive awareness and promote positive changes in media representation. Therefore, there is a need for more scrutiny and efforts to challenge the biases and foster a more inclusive and diverse portrayal of weddings.
Methods
The Method that will be used to analyze data for this research is content analysis. Convenience sampling was used to identify the websites that will be used in the analysis of two websites. The Knot and Wedding Wire were selected for the content analysis, where the magazines were examined for gender representations when it comes to wedding planning and weddings. The two websites were selected because they are widely known for their comprehensiveness when it comes to wedding planning, and the observation method was used to analyze the content in the two sites.
Procedure
A coding scheme was then used to analyze and categorize the data that was collected based on gender roles, stereotypes, and representations. Codes were created for the images used, headlines, articles, and advertisements for the two sites.
Analysis tool
Spreadsheets were used to analyze the data.
Results
Four patterns were noted in the two sites analyzed. The first pattern that could be noted is the gender imbalance in the representation of wedding responsibilities. In the two platforms analyzed, gender roles could be seen as the sites reinforced the idea that brides were primarily responsible for most of the aspects of wedding planning, including aesthetics, attires, and details. However, the Grooms played more secondary roles as both sites were filled with more photos of women than of men. This showcases that traditional gender roles were still being reinforced in wedding planning.
Another noteworthy pattern that can be seen in the “Knot” and “Wedding Wire” is the emphasis on the appearance of the bride. Beauty and fashion are major aspects of the two wedding planning websites. The websites offer many services that emphasize the significance of the bride’s beauty, such as beauty salons, bridal salons, hair and makeup, wedding gowns, spas, beauty ideas, and advice. However, the same cannot be seen for men. This showcases a disproportionate focus on the bride, with an emphasis on her bridal attire, her bridesmaid clothing, makeup, and physical appearance. However, when it comes to grooms, their appearances and roles are often downplayed on mainstream media platforms.
Only one of the two sites showcased a representation of LGBTQ+ Couples. In their photos, Wedding Wire displays pictures of gay couples and lesbian couples, and this shows that they are an inclusive brand. However, the Knot does not showcase any form of inclusivity. This shows that strides are being taken for inclusivity in wedding planning and weddings; however, Heteronormative biases are still prevalent. However, this is different from previous research that only focused on weddings of heterosexual couples.
Another pattern that can be noted is the great emphasis on material and financial emphasis. Wedding planning and platforms are represented on the two websites as an event of luxury and opulence. This showcases the tendency to emphasize the materialistic aspects of weddings, and this can perpetuate the notion that the success of a wedding is linked to the splash of money, placing the financial burden that can also disproportionately affect one gender.
Conclusion
The research conducted delves into several aspects of gender representation in weddings and wedding planning. The research supports existing findings while adding nuanced perspectives, challenging stereotypes of gender, and the underrepresentation of same-sex couples. Aside from that, the research is very significant as it emphasizes the importance of inclusivity and balanced representation in the context of weddings and wedding planning. The implications of the research extend to societal awareness, media representation, and the potential for positive changes in gender norms associated with weddings. Through this research, I have learned the importance of being aware of gendered expectations in society and how they are promoted and shaped by media. In essence, the research has made me see the need to approach weddings and wedding planning with a critical lens, recognizing and challenging gendered expectations, advocating for inclusivity, and contributing to positive societal changes.
Works cited.
The Knot. “The Knot® Wedding Planning Website: Tools, Inspiration & More.” Theknot.com, 2023, www.theknot.com/?vers=21.
Cook, Carson. A Content Analysis of LGBT Representation on Broadcast and Streaming Television. University of Tennessee at Chattanooga, 28 Mar. 2018, scholar.utc.edu/cgi/viewcontent.cgi?article=1133&context=honors-theses.
Cohen, Philip N. “The family: Diversity, inequality, and social change.” (No Title) (2018). Weddingwire. “Wedding Vendors & Wedding Services.” WeddingWire, 2023, www.weddingwire.com/wedding-vendors?utm_source=google&utm_medium=cpc&utm_campaign=WeddingWire+%7C+US+%7C+Marketplace+%7C+Vendors+%7C+Brand&cmp=ADW-SEM-Vendors-Brand&gad_source=1&gclid=Cj0KCQiAh8OtBhCQARIsAIkWb6_TYtNfGhcjgoa8ybmeeuXGk-zKILDVXE0l8dkHIVoWMUxAA5ZWfFgaAnKVEALw_wcB. Accessed 26 Jan. 2024.
Demantas, Ilana, and Kristen Myers. “Step up and be a man in a different manner”: unemployed men reframing masculinity.” The Sociological Quarterly 56.4 (2015): 640-664.
Davis N. Shannon & Owen Britanny “life in a dual-earner couple before, during and after the great recession”
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