Reader Letters to Women's Health Magazines

Women's health magazines emerged as a new cultural industry at the end of the twentieth century, representing a commercial application of the “will to health” developing in neoliberal societies. This paper explores recurring discourses in reader letters published between 1997 and 2000 in two Australian health magazines targeting white, middle-class women. Both GoodMedicine and Nature & Health are engaged in a similar cultural politics, tempting their audiences away from the established women's lifestyle, beauty, and fashion publications by representing health magazine content as natural, practical, and generally “good for you.” Reader letters published in these magazines deploy the discourses of pragmatism, authenticity, and critical engagement as new cultural imperatives for performing the “normal, healthy woman.” However, they offer little recognition of the social determinants of health, or the connections between individual practice and global biopolitics. Reader letters inscribe both the successes and failures experienced in performing the “will to health,” and have considerable potential to facilitate new ways of negotiating these cultural imperatives.     

Positioning the self

This article explores how a group of regular magazine readers interpreted representations of women's lives in women's magazines. These readers consistently evaluated magazine texts in relation to their own lives and their own conceptions of identity. They used their personal experiences and their notions of what a woman's life is really like in order to distinguish between relevant and irrelevant journalism in women's magazines. When talking about women's magazines they formulated narratives about their own identities, and they drew on various discourses that placed women's magazines in relation to their subjective experiences of ordinary everyday life. A reflexive positioning of the self was therefore crucial to their mode of interpretation. The analysis is based on qualitative in-depth interviews with subscribers to a popular Norwegian women's magazine, and the findings are discussed in the light of Anthony Giddens' theory of the reflexive self and Toril Moi's reading of Simone de Beauvoir's existentialist feminist philosophy.     

Sexual Messages in Black and White: A discourse analysis of Essence and Cosmo

The research presented employed critical discourse analysis to examine advice columns on sex and women's sexual freedom as expressed in two popular women's magazines, Essence and Cosmopolitan, over a three-year period. Essence has a Black female audience, Cosmo a predominantly White female audience. Critical discourse analysis is concerned with language as a primary force for the production and reproduction of ideology and belief systems that come to be accepted as common sense. The study asked whether and to what extent sex talk in these two magazines mirrored tenets of sexual liberation as set forth by “second-wave feminism.” Findings showed that while both magazines reinforced women's right to sexual pleasure and to ask for what they wanted, Essence came closest to mirroring the tenets of women's liberation by advocating women's right to say no to men's bad behavior and to be their own persons. By contrast, Cosmo advised women to be innovative in exciting and keeping their men and to be more flexible in managing men's less than desirable behavior.     

Drinking as a Feminine Practice: Post-Feminist images of women's drinking in Swedish women's magazines

Previous feminist analyses have pointed out how the news media demonize women who drink, labelling them as irresponsible, disturbing or behaving “like men.” Popular media such as women's magazines, however, construct alternative representations, that frame women's drinking encouragingly and as part of a successful and “modern” femininity. This study carries out an analysis of fashion reports from six Swedish women's magazines, published between 1984 and 2008. It concludes that despite the fact that women's magazines create an alternative to problematizing portrayals of women who drink, this does not necessarily make them unproblematic from a feminist point of view. While the prevalence of positive and encouraging images may be interpreted as indicating a change towards more gender equal or gender neutral depictions of drinking; this article argues instead that these images should be regarded as parts of a discourse that celebrates stereotypical femininity and reproduces gender difference. As such, the present article brings new perspectives to the complex discourses that give shape to ideas about gender and alcohol in general, and women's drinking in particular.     

Boys will be boys

While lad's magazines such as FHM and Loaded have been subject to critical attention with respect to the way they represent and negotiate models of masculinity, there has been a significant absence of work that addresses the representation of women in these and other publications, such as Zoo and Nuts. In this paper I argue that these magazines normalise pornography through an invocation of the “real,” by encouraging reader action and interaction, and through alignment with women's magazines. The construction and representation of the “real” is difficult to reconcile with the claims of irony used to excuse representation of women as sexual objects. Such claims are indefensible and are symptomatic of hegemonic gender norms in which women are not yet recognised as human.     

Women's Alternative Internet Radio and Feminist Interactive Communications

The nude male centrefold spread like a virus through the new women's magazines of the seventies. At the time, and since, the academic gaze has viewed the centrefold as little more than a joke, a failure for feminism and female sexuality. This article returns to the heyday of the centrefold and listens to the responses of ordinary women in reader letters published in the new Australian women's magazine Cleo from 1972 until 1985. It argues that far from being a failure, these representations of the nude male became a practice of popular feminism, one of the early representations of popular feminist desire in mainstream women's magazines.     

Women's Responsibilities,Freedoms, and Pleasures

In the building of the Swedish welfare state, men and women have been seen as equal in their roles as parents, breadwinners, and citizens. This conception is not confirmed by the images produced by advertising. The article presents an analysis of alcohol-related advertisements published in Swedish women's magazines from the 1960s to the 2000s. The advertisements are approached as representations of gendered performances in which gender is made visible “here and now” by placing women in particular subject positions that are related to private or public spheres and associated with specific kinds of gender norms reflecting women's shifting responsibilities, freedoms, and pleasures. The article asks what kind of drinking-related subject positions have been portrayed as desirable in women's magazine advertisements over the past few decades and how those positions have changed as we move closer to the present day. The analysis reveals both continuity and variability in alcohol-related subject positions in Swedish women's magazine advertisements. It shows how women's responsibilities, freedoms, and pleasures have expanded from the traditional domain of the private sphere to multiple new areas as Sweden has developed from a modern welfare state to a late-modern competition state. However, this does not mean that the traditional gender norms have disintegrated and been replaced by equal gender norms. Rather, it seems that traditional gender norms continue to be reproduced in alcohol-related advertising.     

From Genius of the Home to Party Princess

The data for this article consist of alcohol-related advertisements published in seven Finnish women's magazines from 1967 to 2006. We are interested in finding out what kind of alcohol-related subject positions these magazines have created for women audiences from the 1960s onwards, to see how those positions have changed and what these changes tell us about the changes that have happened in the cultural position of drinking in Finland. Our analysis applies semiotic and discourse analytical methods. It shows that in the advertisements from the 1960s, women were placed in the subject position of full-time mother responsible for taking care of the heterosexual relationship. Women's drinking was associated with the private space of the home, with eating meals and socialising with family and friends. Women's subject positions in the 1970s and 1980s were still largely the same, but they also took on slightly new features. The 1990s and 2000s saw the emergence of the active woman who appears in public places, and drinking was associated with women's own time, enjoyment and pleasure. During the period under review we see the emergence of a drinking, self-assertive woman who is a responsible and distinctive consumer, a consumer who toys with stereotypes, and a partying consumer.     

The Changing Shape Of Pregnancy In New Zealand Women's Magazines: 1970–2008

This article examines the representation of pregnant embodiment in thirteen New Zealand women's magazines published between January 1970 and December 2008. It offers a theoretical focus on postfeminism, media, and embodiment, and situates their conjuncture within cultural, demographic, and labour market trends. Magazine representations of pregnancy concurrently illustrate the degree to which discourses surrounding pregnancy have shifted, and the continued association of motherhood with feminine success. Monthly and weekly publications were sampled and a visual analysis undertaken of images and spreads. Over nearly four decades, substantial changes were found in the normative or extraordinary status of pregnancy, the appearance and display of the pregnant body, the frequency of representations, the association of pregnancy with celebrity, and its dissemination through celebrity culture. Changes in the status of pregnancy parallel larger social changes, in particular the increase in delayed childbearing amongst white, middle-class women. Pregnancy images were also influenced by changes in the format and substance of women's magazines, the advent of celebrity culture, and the emergence of a maternity market.     

An Investigation of Content and Media Images in Gay Men's Magazines

ABSTRACT

This study provides an analysis of gay men's magazines, examining both the content and advertisements. Four magazine titles were selected, including The Advocate, Genre, Instinct, and Out, each targeting gay men as its target audience. These magazines were coded for both article content and advertisement content. In the advertisement analysis, both the type of advertisement and characteristics of the men depicted within the advertisement when present. The results mirror previous research findings relating to the portrayal of women, including the objectification of specific body parts and the high community standards set by the images depicted. These findings were reinforced by both the advertisements and content analyzed to include a high degree of importance being placed on having the right body type. Implications for further research are discussed.     

Crooked men and straightened women: images of homosexuality across race in two women's magazines, 1986-1995

Images of traditional sexuality, across race, prevail in mass media, especially in women's magazines. While omitting less traditional sexual practices for the most part, New Woman and Essence magazines construct the image of a bisexual male who threatens the heterosexual woman and the legitimate heterosexual couple. These women's magazines also redefine homosexual activity, suggesting women who experience homosexual inclinations are really engaging in normal heterosexual behavior.     

Body image, eating disorders, and the drive for muscularity in gay and heterosexual men: the influence of media images

This Internet research project examined the relationship between consumption of muscle and fitness magazines and/or various indices of pornography and body satisfaction in gay and heterosexual men. Participants (N = 101) were asked to complete body satisfaction questionnaires that addressed maladaptive eating attitudes, the drive for muscularity, and social physique anxiety. Participants also completed scales measuring self-esteem, depression, and socially desirable responding. Finally, respondents were asked about their consumption of muscle and fitness magazines and pornography. Results indicated that viewing and purchasing of muscle and fitness magazines correlated positively with levels of body dissatisfaction for both gay and heterosexual men. Pornography exposure was positively correlated with social physique anxiety for gay men. The limitations of this study and directions for future research are outlined.     

Race and Relationship advice: Effects of marriage market differences on cultural expectations of behavior

To see if and how marriage market differences between black and white women in the US are reflected in relationship advice, relationship articles in two popular women's magazines, one targeting black women and one targeting white women, are systematically coded and analyzed. The results of this content analysis of 213 relationship articles indicate that marriage market differences are reflected in such advice. Magazine articles aimed at black women focus on men's financial problems, infidelity, and prior relationships significantly more frequently than articles targeting white women, mirroring the issues that black women face in their particular marriage market. Furthermore, the results demonstrate a greater focus on the male perspective in advice targeting black women.     

The Futures of Old Age. edited by John A. Vincent,Chris R. Phillipson,and Murna Downs

Poetry by older women is now appearing with increasing frequency in journals, magazines, and newsletters. It reaches a wide audience and defines areas of experience formerly ignored: the pains and pleasures of women as they grow older and their various attitudes and solutions to the aging process. The news is positive; their poems are affirmative, strong, and inspiring.     

“It's Up to the Women”

In 1932, Ladies' Home Journal (LHJ) ran an extensive campaign, orchestrated by public relations pioneer Edward Bernays, to persuade American women to end the Great Depression through consumer purchases. Although the campaign failed, it is historically significant, illustrating how PR and magazines worked together to prescribe women's roles—a point little explored by feminist historians. While some women read the campaign hegemonically, others resisted its message, even adapting campaign language to suggest alternative plans. Foremost among these, I argue, was Eleanor Roosevelt (ER), whose 1933 book title, It's Up to the Women, is identical to the campaign's slogan. Attributed to ER alone, the slogan has been reprised in twenty-first-century Democratic presidential campaigns and used elsewhere. Patriotic shopping has also reemerged in recent crises. Although less important to feminists, FDR's (Franklin D. Roosevelt) famous “fear” line from his First Inaugural address resembles language in LHJ's campaign. Thus, the campaign can be seen not only as a site where the contested nature of women's roles was played out but one that illustrates how media language can be repurposed to shape changing cultural and political messages.     

Liberated and Inclusive? An Analysis of Self-Representation in a Popular Lesbian Magazine

Comparisons of a popular lesbian lifestyle magazine to a popular heterosexual women's magazine show that lesbian-controlled media do indeed expand representation when it comes to weight, age, and degree of femininity/masculinity, but not in terms of racial representation. An examination of the textual material and visual images also shows that the lesbian publication gives women a more active role, while the heterosexual magazine depicts females as more passive. However, the evidence also shows that the lesbian and heterosexual magazines have similar rates of objectification, but substantively, the lesbian magazine is less severe in degree of objectification.     

The Blunt Cutting-Edge: The Construction of Sexuality in the Bengali Feminist Magazine Sananda

This article focuses on the construction of one's relation to pornography in contemporary media by examining agony columns of young adult women's magazines. The analytical approach employed is a “close reading” from the perspective of queer theory, purposing both to “queer” the portrayals of heterosexuality and to critically review representations of non-heterosexuality. The focus is especially on the role of affects and emotions in moving subjects “toward” and “away” from porn and producing conceptions of gender and sexuality. On the one hand, the positive affects of excitement and interest are associated with men in the data corpus, whereas the negative affects of disgust and upset are usually connected to women. On the other hand, affects are absent when discussing queerness. The study thus offers an application of Ahmed's notion of the productive role of emotions both in expanding the idea of productivity from constituting ethnicity to establishing gender and sexuality and also in directing attention to the absence of affects or emotions in constituting norms.     

Germaine Greer's Adaptable Celebrity

There is little doubt that Germaine Greer is the West's, and especially Britain's, most well-known feminist. This article, looking at her more recent public appearances, argues that Germaine Greer has proven adept at adapting her feminist celebrity, especially through various (and often comedic) performances on quiz and lifestyle programmes on British television. In particular, she exemplifies what has been called an “unruly woman”; that is, she is a transgressive figure who uses the space provided by these new entertainment formats not simply to reinforce her celebrity but to circulate (and perform) a particular feminism. Her celebrity, and her relationship to the mainstream media in Britain especially, has shifted and evolved over time and therefore provides an important case study into the complicated operations of celebrity as well as the feminism–media nexus itself. As an instance of gendered celebrity—and that of a feminist especially—that comes to at once trouble and buttress certain celebrity logics, Greer illuminates the political importance of this ground for feminism and helps to underscore that feminist celebrity is a distinct, and developing, mode of public subjectivity which celebrity studies and feminist media studies have thus far failed to significantly address.     

The Politician,The Wife,The Citizen,and her Newspaper

Recent dramatic rises in the number of women elected to British parliaments have renewed critical interest in the significance of gender, and ways of theorising and researching women's political representation. However, the central role played by the media in contemporary politics is often neglected in feminist political scholarship. At the same time, the spaces occupied by women in political news journalism and the body politic remain under-explored by media theorists. This article argues that if we are to fully understand the politics of representation and what fairer representation for women might mean, we need to address these neglected dimensions. To make the case, I present an analysis of press coverage of the 1997 British General Election campaign. This seeks to draw together conventionally disparate strands of feminist, political and media theorising in order to highlight the gendered politics of newspaper imag(in)ing, storytelling, and commentary. Improving women's presence in media(ted) political discourse, I conclude, might be one means of strengthening women's symbolic and substantive representation.     

Fat Monica,Fat Suits,and Friends

This paper examines narratives about fatness that are represented and reproduced by the character of “Fat Monica” played by Courteney Cox in a fat suit on the sitcom Friends. By drawing on David T. Mitchell's framework for analyzing “narrative prosthesis,” I examine how Fat Monica's narratives on Friends represent complex intersections of identities. I argue that fat suits often evoke fatness to support limited and clichéd narratives; however, fat suits may also enable new means of representing and understanding fatness. Through an analysis of the ways in which Fat Monica is represented in the episodes she appears in, three key uses of Fat Monica's fatness are discussed. Firstly, I examine the comic uses of Fat Monica and their relationship between fatness and humour. Next, I examine how Fat Monica storylines represent interlocking narratives of fatness, femininity, and sexual desire. Lastly, I consider how Fat Monica represents the construction of the normative body and claims about fatness and authenticity. Ultimately, Fat Monica illustrates how fatness relates to understandings of humour, gender, social class, and heterosexuality.