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 However, this does not mean that the traditional gender norms have disintegrated and been replaced by equal gender norms.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.     

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.     

Spare Rib,Second-Wave Feminism and the Politics of Consumption

This article examines the significance of representations of both consumer culture and consumption practices in the British feminist magazine Spare Rib during its initial years of publication from 1972 to 1974. The analysis identifies how the magazine combined an established feminist critique of consumer culture with guidance on responsible consumption practices. The dispositions towards consumption that are recommended to readers are shaped by four key values: these are health, the natural, economy and craft production. These values underpin a politics of consumption during a period in which Spare Rib attempted to negotiate a feminist identity. However, once this feminist identity was established, content centred around consumption rapidly diminished as it was apparently not “feminist” enough. The article questions how a “conventional” position was established against both consumer culture and consumption practices within second-wave feminism and raises questions about the impact of this position on feminism's relationship to both consumer culture and consumption practices today.     

The Japanese Women's Liberation Movement and the United Red Army

This article examines how the Japanese women's liberation movement responded to the news coverage of the United Red Army Incidents in 1972. The United Red Army was considered to be Japan's most violent domestic revolutionary sect. The United Red Army's misguided use of “revolutionary violence” in 1972 was devastating for Japanese leftist radicalism. The Japanese women's liberation movement was a political formation that emerged in 1970 in the wake of the Anti-Vietnam War and student movements of the late 1960s. In contrast to how the United Red Army received condemnation from across the political spectrum, from the right to the far-left, I focus on how these activists supported and identified with the women of the URA as an expression of their feminist politics. Through my analysis of the alternative media produced by these Japanese feminists and their multi-faceted support for the women in the URA, I argue that their intervention constituted a feminist praxis of critical solidarity and provides an illuminating feminist response to political violence.     

Feminism and women's film criticism in post-war Britain, 1945–1959

Feminist film criticism is widely thought to have started in the late 1960s and early 1970s when the “Images of Woman” debate associated with critics such as Marjorie Rosen provided the foundation for later developments in feminist film theory. Antonia Lant has recently claimed the immediate post-1950 period to be a barren time for female-authored publications on film and cinema. This article argues that, contrary to received wisdom, the post-war period (1945–1959) in Britain was a time when women's film criticism flourished, with writers such as Dilys Powell, C.A. Lejeune, Catherine de la Roche and E. Arnot Robertson enjoying high-profile careers. Moving beyond a simple recovery of women's “hidden histories,” this article highlights the points of connection between the post-war period and later film criticism informed by second wave feminism. Through a case study of de la Roche and Robertson this article explores how women critics in this period were similarly preoccupied with screen representations of women and women's roles within the film industry, anticipating the later concerns of Rosen and others. I argue that a cross-media focus is a productive method for generating insights into women's critical agency at this time, and conclude that women's film criticism demonstrates something of the wider shifts taking place in gender relations in British society.     

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.     

Feminist Discourse and the Hegemonic Role of Mass Media

There has been a notable cultural trend in which feminist concerns are conveyed through many popular culture texts in South Korea since the early 1990s. Many different social groups and organizations have been engaged in the formation of feminist discourse in popular culture, among them the mainstream media. To broadly address the role of media in incorporating feminist discourse within the dominant ideology in specific socio-economic contexts, the research sought to identify the ways in which feminist discourse was generated and/or assimilated into the dominant ideology in newspaper content about the messages in the two television dramas Lovers (1996) and The Woman Next Door (2003) and other socio-cultural phenomena surrounding the dramas. Newspaper content became more favorable to the sexually liberated female characters and acknowledged changing gender roles as a current socio-cultural trend. However, it never questioned the nuclear family system itself—which occupies the hegemonic realm in patriarchal capitalist society.     

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.     

Women's Sexual Identity Patterns: Differences Among Lesbians,Bisexuals, and Unlabeled Women

To better understand women with same-sex attractions who do not identify as lesbian or bisexual (i.e., unlabeled women), we examined differences and similarities among self-designated lesbian, bisexual, and unlabeled women. Two hundred eight non-heterosexual women ranging in age from 18 to 69 years (85% identified as White) completed an online survey examining indicators of sexual orientation and beliefs and self-perceptions associated with sexual identity. Compared to lesbians, unlabeled women reported the weakest collective sexual identities and, along with bisexuals, they were less likely to view sexual orientation as fixed, being more focused on the “person, not the gender.” Unlabeled women reported the greatest likelihood that their sexual identity would change in the future. These findings highlight the complexity of women's sexual identities and question the adequacy of categorical approaches.     

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.     

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.     

Employment first,then childbearing: Women's strategy in post-socialist Poland

Poland experienced a rapid fertility decline after the end of the socialist regime in 1989. At the same time, it became much more difficult, especially for women, to act on their determination to find and keep paid employment. To investigate whether women postponed childbearing until they found a job, we undertook a simultaneous estimation of transitions to childbirth and entry to and exit from employment. The results reveal a strong incompatibility between childbearing and employment, but also that employment does not function as a barrier to childbearing but rather that it is an important precursor when women plan how to reconcile their intentions to work and to have children. We conclude that better prospects for women's employment could result in increased fertility.     

“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.     

Between the look (la mirada) and the Escape (la fuga): the imaging of women in Solanas' La hora de los hornos and Tangos/El exilio de Gardel

This paper revisits the issues raised in debates on the politics of recognition from the point of view of media practitioners and their experiences in covering women's issues and perspectives. It explores the concerns regarding the attempts to improve media coverage of women's issues and perspectives by looking into one particular women's programme, BBC Radio 4's Woman's Hour. The analysis is based primarily on interviews with members of the Woman's Hour's team and complemented by basic information on the presence of different subject areas and speakers in a sample of actual programming. The paper explores the criteria employed by journalists in their day-to-day decisions regarding the issues and approaches appropriate for the specialist women's programme. It discusses interviewees' definitions of Woman's Hour items and the three main factors that influence their selection of issues and the ways to approach them. The first factor concerns the identity of the programme: its issues, voices, and their diversity. The second factor is the listeners or, more broadly, the public and the ways it shapes Woman's Hour. The third factor is the professional and institutional context of the programme. The concluding discussion examines the ways in which Woman's Hour combines or oscillates between recognition and deconstruction of women's/gender identities, producers' interests and the perceived interests of their audiences, and feminist politics and journalistic principles.     

Health conditions in rural and urban areas of developing countries

The poor quality and meagre supply of data prohibit conclusions as to the relationship of health status to rural-urban residence in underdeveloped countries. Demographic indicators of health, specifically infant mortality and average life expectancy, do not seem to vary systematically according to rural-urban residence in the less developed countries ofAsia, Africa and Latin America. Further differences between rural and urban areas in availability of health services and facilities do not always conform with apparent differences between the areas in health status. However, nutritional standards, housing conditions, and sanitation, water supply and other pertinent environmental circumstances account to some extent for differences observed in health status between rural and urban inhabitants of these countries.     

Neoliberalism,Soul Food,and the Weight of Black Women

This article examines the representation of Black women's weight in contemporary diet advertising and African American film. It positions socioeconomic class as a significant factor that distinguishes between “good” weight and “bad” weight. I argue that there is a distinction to be made between representations of poor and working-class fat Black women and middle-class fat Black women. The increased presence of Black women as diet spokeswomen is also questioned. The social construction and filmic representation of the African American cuisine “Soul Food” and the political economic notion of neoliberalism are used as frameworks to deconstruct how notions of self-discipline, personal responsibility, and citizenship impact upon Black women's bodies. As a case study, I examine the careers of Oprah Winfrey and Gabourey Sidibe and the ways in which their weight has been differently coded based on class, the neoliberal rhetoric of “personal responsibility,” and food. I ultimately critique how contemporary media has helped to shape contemporary discourses on Black women's weight.     

Involuntary childlessness and voluntary fertility control during the fertility transition: Evidence from men who graduated from an American college

Abstract. Influences on the fertility of men during the American fertility decline are examined using a sample of about 1700 married men born between 1830 and 1880, all of whom attended Amherst College, Massachusetts. We consider two types of reduced fertility: involuntary childlessness as a function of health in early adulthood, and voluntary fertility control as a function of access to contraceptive technology. The relation between health, as measured by body mass index, and childlessness was nonlinear, with average sized men significantly more likely ever to father children than thin or bulky men. Among men who ever fathered a child, physicians fathered significantly fewer children while having probabilities of childlessness that were statistically indistinguishable from those of other men. Physicians may have had greater access to relatively new contraceptive technologies, which suggests a role for voluntary fertility control.     

Women's use of complementary and alternative medicine in pregnancy: A search for holistic wellbeing

BackgroundA number of studies have found increased use of complementary and alternative medicine (CAM) during pregnancy and birth. However, little is known about women's motivation in seeking CAM during pregnancy or their experiences of use in relation to their pregnancy and childbirth journey.MethodsA narrative study sought to explore the meaning and significance of CAM use in pregnancy from the perspective of CAM users. Narrative style interviews were conducted with 14 women who had used a range of CAMs during pregnancy and birth. Data analysis focussed on the meaning and significance of CAM use in pregnancy and a number of core themes emerged.FindingsThis paper focusses on the theme which illustrates the meaning behind women's use of CAM in pregnancy and childbirth as one of seeking holistic wellbeing.ConclusionParticipants engaged with CAM as a way of fulfilling their physical, emotional and spiritual needs during pregnancy. Use of CAM signified women's desire to be proactive in health seeking behaviours.