“A glossy baby”

Abstract

The results of content-analyses of visual images of an infant, based on the photographs published in “glossy” magazines for parents, are presented. The main characteristics of the visual image in “glossy” magazines are: the specific of appearance, the main activities, social and life context and the emotional aspect of infants' world. It is shown that “glossy” magazines transmit two models of the reception of infancy: the exclusion of infant from societal reality and simultaneously the realization of traditional stereotypes and perceptions.