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(Non) value in women`s magazines

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  • Denisa Elena CHIRIŢĂ

    ()
    (University of Bucharest)

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    Abstract

    Dedicated to a specific audience, women willing to be professionally successful and financially independent, the current magazines for women tend to alter the feminism`s mission stated at the beginning of the XXth century. It seems that the “new woman”, promoted by those magazines, has a single purpose: not to hide anymore her sexuality. The pages dedicated to this „liberation” abound in diets, pieces of advice, testimonials of a “more exciting sex”1, daily sensuality, leading towards a new point of view. Does the feminism exposed by nowadays stars drag the attention of potential readers? Which are the basics of this new type of feminism? A potential answer can be obtained by analyzing the main glossy and mass-market magazines published in Romania. Despite the change of direction, the women`s magazines preserved their main utilitarian function, of informing readers. Browsing a thematic magazine, a woman finds out which cooking style is healthy or not, which make-up and outfit suits her best, which stores offer substantial discounts and what are the recommendations for leisure activities. One perennial value of those magazines is the woman`s performance as business woman or just a woman excelling in any field of activity. Leaving aside the international or local brand, any magazine for women attempts to change features of the collective mentality, regarding both the loyal female readers and the secondary audience, represented by men.

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    Bibliographic Info

    Article provided by University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii in its journal Romanian Journal of Journalism and Communication.

    Volume (Year): (2012)
    Issue (Month): 3-4 ()
    Pages: 5-13

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    Handle: RePEc:foj:journl:y:2012:i:3-4:p:5-13

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    Postal: Bdul Iuliu Maniu 1-3, Corp A, etajul 6, sector 6, Bucuresti, cod 061071, Romania

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    Postal: Editura Ars Docendi, Sos. Panduri 94, sector 5, Bucuresti, Romania – for print copies
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    Related research

    Keywords: Third wave of Feminism; women`s magazines; utilitarian; sexualized image;

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