cultural hegemony - one culture more powerful than others


old media - no internet

new media - digitally convergent technology


separate and distinct media industries


woman magazine

published weekly by IPC, 1937 to present.

• Set edition: 23-29 August 1964

• Price: 7d (7 old pennies, approx 80p in 2018 money)

• Women’s magazines became very popular in the post-war period and, in the 1960s, sales of women’s magazines reached 12 million copies per week. Woman’s sales alone were around 3 million copies per week in 1960.

mass culture - established 

weekly magazine

7 pence

1 in ever 2 women was buying one every week


opportunities in jobs, etc opened up for women after ww2 (1945)
was not hegemonically acceptable for women to hold a job prior to ww2
- more income (industries arrive to sell to women)



How does the magazine’s contents page reflect:

The codes and conventions of the sub-genre of magazine?
- conventional "women activities" at the time - knitting, cooking, beauty
- expected lifestyle of women
-Sub-genres and categories including fashion, beauty and cookery are stereotypically what women enjoy and this acts as a symbolic code suggesting that the magazine will appeal to its target audience.
Folios - large part is for features - will not be repeated - irregular occurance 

The social and cultural context of the magazine?
reinforces hegemonic expectation - women must look good
stereotypical and sexist assumptions - aimed at people who want to be stereotyped
-Shamelessly includes the idea of hegemonic expectation of ideal beauty within women and what makes a women “A-level beauty”
-"make-up is working a miracle" insinuates the TA is not good looking


The target audience?
- women

simple and straightforward representation of women


advertisers didnt know how to react to women's movement, 

independence gave them more power - education, gradually starting to realise how unfairly they felt as though they were being treated 


presents a singular, straightforward old fashioned representation of women - conservative 
- heteronormative ideology 
homosexuality was illegal at the time




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