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 However, this does not mean that the traditional gender norms have disintegrated and been replaced by equal gender norms.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

Social Media and Turkish Feminism: New resources for social activism

The recent democratic movements in the Middle East, especially in Tunisia, Egypt, Bahrain, Libya, Yemen, and Syria, put forward a new kind of political activism accelerated by social media. Whereas in these countries the social media created opportunities for the social movement referred to as the “Arab Spring,” this paper looks at the neighboring country of Turkey and the role of social media in Turkish women's activism.     

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.     

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.     

Feminine Sexualities in the Chick Genre

This paper foregrounds the voices of women who read chick lit or watch contemporary chick flicks or both, and who, to date, have been absent in the scholarship on representations of women's sexuality in this genre. It is informed by an empirical study of responses from forty-one Australian women to an anonymous Internet survey that asked, “How do you think women's experiences of sex are portrayed in the chick genre?” and “If you were a writer of the chick genre, how else would you portray women's sexual experiences?” Following the works of Jonathan Potter and Margaret Wetherell, and Joke Hermes on “interpretive repertoires,” the data reveal that most readers draw on two repertoires to interpret representations of women's sexuality—one, as “passive or asexual,” and the other as “perfect with Mr Right”—both of which are situated within a wider “romantic love” frame of reference. Participants are, predominantly, critical of the way women's sexuality is represented in the chick genre. The findings, that also show that most readers have a preference for texts that show a broader range of sexual representations for women, are discussed in the light of current theorizing about postfeminist texts.     

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.     

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.     

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.     

Portraying Trafficking in Lukas Moodysson's Lilya 4-Ever

The issue of human trafficking is frequently represented in visual images on television and in cinema. These narratives often focus on the selling of young women into the sex industry. One of the most prominent productions on the subject is the Swedish film Lilya 4-Ever (2002). Written and directed by Lukas Moodysson, the film tells the story of a tough adolescent, Lilya. Abandoned by her mother and left to fend for herself, Lilya turns to prostitution in order to survive. She is later trafficked to Sweden. She eventually commits suicide. Set in an unnamed post-Soviet city, the film reflects the reality of the increase in trafficked women from this region since the collapse of the USSR. The article analyzes Moodysson's film as an important model for depicting trafficking. Specific focus is given to the way the director defines Lilya and her milieu and engages seriously with issues of globalization, poverty, post-Soviet realities, and the very real issue of human trafficking. Most notably, Moodysson's film offers a depiction of trafficking that eschews any sexual objectification of the film's protagonist and combines progressive filmmaking with a melodramatic narrative to create a film that inspires extra-diegetic activism. Lilya 4-Ever is an emotionally impactful narrative, a modern-day melodrama for the twenty-first century.     

Hidden in Public View

This study analyzes the visual representations of women in Bulgaria from the 1950s to the 1980s, as depicted in photographs in the official daily newspaper of the communist party. The study is theoretically informed by feminist theories of media representations and engages specifically with Gaye Tuchman's idea of “symbolic annihilation,” which referred to Western media's condemnation, trivialization, and omission of women in public discourse. However, this analysis adapts Tuchman's theory to the specificities of socialist societies, where women's participation in public life was ideologically mandated. The authors propose the concept of “symbolic glorification” as a correlate to Tuchman's idea, and argue that symbolic glorification was a necessary part of ideological efforts to claim that women's participation in the labor force and political life was a sign of true emancipation. Nevertheless, the visual data reveal that certain aspects of femininity, related to motherhood and sexuality, were symbolically annihilated as a way to make female identities conform to ideological goals. The paper concludes by raising questions about the ways in which the ideologically constructed identities of women during socialism may impact on a feminist agenda after the end of the Cold War.     

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.     

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.     

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.     

“A Girl Alone in a man's World”

War films were one of British cinema's mainstays throughout the 1950s, and one of the most iconic of the cycle is Ice Cold in Alex (1958). This particular film overturned some of the already familiar conventions of the genre, not least by allowing a female character, the nursing sister Diana Murdoch (played by Sylvia Syms), to play a more important role than women were usually granted. This article deploys close textual analysis to examine the representation of Diana, and suggests how this character not only reflects various competing and often self-contradictory discourses of 1950s femininity but also offers a rare depiction of women's contribution to the war effort from the decade following it.     

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.     

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.