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 However, this does not mean that the traditional gender norms have disintegrated and been replaced by equal gender norms.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

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.     

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.     

Who decides the position for birth? A follow-up study of a randomised controlled trial

BackgroundPhysical benefits are suggested for women and their babies when women adopt an upright position of their choice at birth. Available care options during labour influence women's impressions of what intrapartum care is. This indicates that choice of birth positions may be determined more by midwives than by women's preferences.QuestionThe aims of this study were to investigate factors associated with adherence to allocated birth position and also to investigate factors associated with decision-making for birth position.MethodAn invitation to answer an on-line questionnaire was mailed.FindingsDespite being randomised, women who gave birth on the seat were statistically significantly more likely to report that they participated in decision-making and that they took the opportunity to choose their preferred birth position. They also reported statistically significantly more often than non-adherers that they felt powerful, protected and self-confident.ConclusionsMidwives should be conscious of the potential impact that birth positions have on women's birth experiences and on maternal outcomes. Midwives should encourage women's autonomy by giving unbiased information about the birth seat. An upright birth position may lead to greater childbirth satisfaction. Women's experience of and preferences for birth positions are consistent with current evidence for best practice.     

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.     

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.     

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.     

Pregnancy,Then It's “Back To Business”

This essay theorizes the contours of a post-feminist gender regime that utilizes figures such as Beyoncé in order to hail women as self-governing subjects who make the right choices with respect to career, marriage, motherhood, and the disciplining of their bodies. As a black woman, the narrative about Beyoncé's life and choices has specific implications; it positions professional black women as ideal citizens and mothers and also seeks to reconfigure and normalize representations of the black family. The body, specifically the black female body, plays an important role in attempting to transform and normalize these representations. This essay offers one of the few examinations of black women's relationship to post-feminism. Although post-feminism has been conceptualized in ways that ignore black women, I aim to demonstrate why further consideration of black women's relationship to post-feminism is needed. It is my contention that with successful black women increasingly in the public eye, what they say about feminism and how they relate to feminist politics have important implications for how all women, but especially young black women, engage in types of activism that go beyond placing value on individualism at the expense of the collective.     

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.     

From Mothers of the “People's Home” to Biologically Rational Consumers

The aim of the present article is to study how women's alcohol consumption has been defined and contested in the Swedish press from 1955 to 2010 in relation to the development of Swedish society from a social democratic welfare state to a neoliberal competition state. Our material consists of articles published in the largest Swedish national and regional newspapers in 1955, 1965, 1977, 1982, 1995, 2004, and 2010. In the study, we apply Fraser's concepts of recognition and redistribution to analyse how the press contributed to the formation of cultural injustices and counter-claims through its recognition of women's drinking, and how these cultural injustices and counter-claims have conditioned the redistribution of societal resources. Our analysis shows that, during the study period, women were recognized in the Swedish press in limited and stigmatizing subject positions. These dominating representations of drinking women changed over time in an unpredictable way. As collectively shared, widely accepted cultural images, they tended to downplay the possibility of women achieving equal and just participation in cultural interaction, social activities, and healthcare services. In counter-discourses, the possibilities for women to formulate public claims in order to make surrounding structures more “enabling” of their independency, weakened during the study period.     

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.     

“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.     

Subversive acts and everyday midwifery: Feminism in content and context

BackgroundMidwives are often at the forefront of political campaigns for women's empowerment, overtly advocating for women's rights and reproductive justice. However, midwives can also be found engaging in inadvertent activism on a daily basis within routine care. When casting a feminist lens over both the content and context of midwifery practice in Australia, subversive acts and opportunities for feminist reform can be found.AimTo interrogate the significance of feminism in midwifery practice, identifying feminist successes and further opportunities for implementation including: analysis of the Midwifery Standards for Practice; the primary tenets of woman-centred care; the content versus context of midwifery in Australia; and feminist opportunities for enhanced practice. This paper will discuss the importance of feminism in midwifery practice and its significance in informing optimal midwifery care.DiscussionIncorporating women's voice and respecting women's bodies and agency in the delivery of care is a fundamental component of midwifery practice. However, while the content of midwifery practice is innately feminist in its emphasis on woman-centred care, it will be argued that the context of birthing in Australia is not. The resultant effect is the emergence of victim blaming in maternity care and the construction of an archetypal ‘good birthing woman’.Implications and recommendationsMoving away from the myth of the ‘good birthing woman’ and the act of victim blaming, midwifery could instead direct its focus towards challenging the rigid systems and structures within which midwives implement care. By further embracing feminist principles midwives will ensure a truly woman-centred future.     

Junior partners: Women's contribution to family income in Canada

This research examines the degree of financial contribution of married women to their overall family income. This phenomenon is analyzed from the point of view of sex-role/human capital orientations. The sex-role position argues that regardless of women's social, economic and education background their financial input to household economy will always be less than fifty percent because women's financial opportunities are impeded by sex-role configurations and expectations. The human capital thesis explains women's apparent inability to contribute more than half of the family income as a function of their lower human capital; that is, education, professionalization and training in the labour market. Individual data pertaining to thirty-year old married women, taken from the 1981 Canadian census, are examined. Generally, we find support for the positions: Women with relatively high human capital assmulation contribute significantly to overall household income, but invariably that contribution is less than 50 percent of total family income. On average, all women contribute 22 percent of their families annual income, while working women provide approximately 33 percent of the total. This analysis demonstrates what appears to be a pervasive phenomenon in industrial nations: married women are generally junior economic partners within the family. The extent of junior partnerships, however, is somewhat conditioned by women's human capital resources.     

Theory and social practice of agency in combining breastfeeding and employment: A qualitative study among health workers in New Delhi,India

BackgroundWomen's agency, or intentional actions, in combining breastfeeding and employment is significant for health and labour productivity. Previous research in India showed that mothers use various collaborative strategies to ensure a “good enough” combination of breastfeeding and employment. Bandura's theoretical agency constructs previously applied in various realms could facilitate the exploration of agency in an Indian context.AimTo explore manifestations of agency in combining breastfeeding and employment amongst Indian health workers using Bandura's theoretical constructs of agency and women's experiences.MethodsQualitative semi-structured interviews were conducted with ten women employees within the governmental health sector in New Delhi, India. Both deductive and inductive qualitative content analyses were used.FindingsBandura's features and modes of agency revealed that intentionality is underpinned by knowledge, forethought means being prepared, self-reactiveness includes collaboration and that self-reflectiveness gives perspective. Women's interviews revealed four approaches to agency entitled: ‘All within my stride or the knowledgeable navigator’; ‘Much harder than expected, but ok overall’; This is a very lonely job’; and ‘Out of my control’.ConclusionsAgency features and their elements are complex, dynamic and involve family members. Bandura's theoretical agency constructs are partially useful in this context, but additional social practice constructs of family structure and relationship quality are needed for better correspondence with women's experiences of agency. The variation in individual approaches to agency has implications for supportive health and workplace services.     

Queering the Spinsters: Single Middle-Class Women in Norway, 1880–1920

ABSTRACT

Constituting what may be called “a community of spinsters,” Norwegian middle-class unmarried woman played an important role in undermining and destabilizing the heterosexual cultural matrix during the period 1880–1920. In their anti-sexuality, self-sufficiency and hatred of men the spinsters challenged the heteronormativity of the period, and their queerness still presents a challenge to the harmony-oriented, heteromormative Norwegian women's history.     

Women at Midlife: Women's Perceptions,Physicians' Perceptions

Research and assessment of the well-being of women at midlife, for the most part, focuses on assumptions based on stereotypes and myths that hinder our ability to realistically appraise women's experiences. Women's reproductive role, manifested in the centrality of menopause, predominates in the health literature. This paper looks at how physicians and midlife women view the experiences of midlife women. Attribution theory is used to offer explanations for different perceptions that may hinder appropriate health care. Suggestions to mitigate these differences in the future are offered.     

Politics of Sex Appeal in Advertising

This article is an ethnographic exploration of how gender ideologies were negotiated in the South Korea of the 2000s, in advertising texts and in advertising workplaces. Advertising has been criticized for reproducing gender stereotypes, and it is easy to assume that it is men within advertising agencies who are responsible for the objectifying and sexualizing portrayals of women. Yet behind some of the raciest South Korean advertising campaigns were ambitious women, who not only eagerly repeated the marketing adage that “sex sells” but also, provocatively, attempted to obliterate the lingering patriarchal norms and double sexual standards—with sexualized advertising. This article examines the politics of sex appeal in contemporary South Korean advertising by drawing on participant observation at an advertising agency, interviews, and public discourse analysis. Having situated the women's interventions within the cultural–historical context of South Korea, I, first, show how women's embrace of the sex-appeal aesthetic was a strategy to succeed in a male-dominated work environment and, second, detail how fighting gender discrimination with sex-appeal advertising was a profoundly contradictory project. I suggest that the politics of sex appeal in advertising was symptomatic of how women's struggles for equality were collapsing into neoliberal post-feminist sensibility.