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"Women's accessories." To what extent is this an adequate description of the representation of men in Cosmopolitan Magazine?

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Introduction

"Women's accessories." To what extent is this an adequate description of the representation of men in Cosmopolitan Magazine? In your answer you must make reference to relevant contexts. The Hearst Corporation is a large conglomerate involved in various areas of communications such as magazines, newspapers, internet businesses, television and radio broadcasting, operating six television stations and seven radio stations. The Hearst Corporation was founded by William Randolph Hearst, who was a proprietor and editor, in 1887 when he revived The San Francisco Examiner by investing in talented journalists and modern printing techniques.1 He entered the magazine business by introducing Motor magazine in 1903 which today is a magazine published for car-care professionals by Hearst Business Media. He went on to aquire Cosmopolitan magazine in 1905 which at the time was a popular fiction monthly. The National Magazine Company Limited was established in 1910 and went on to aquire many other magazines to become one of the United Kindom's leading publishers at the present time.2 Today The Hearst Corporation is under the leadership of Victor F. Ganzi and includes more than 100 separate businesses. The company as a whole has the values of public service broadcasting to "inform, educate, entertain and inspire millions of readers, viewers and listeners in virtually every area of communications."2 The National Magazine company is a small conglomerate in itself having a dominant share in AIM Publications which was renamed NatMag Specialist Media Ltd and also owning NatMag Contract Publishing. ...read more.

Middle

However, it could be said when considering the hypodermic needle theory that it is the values put forward in the media that influence women, which I will discuss further.4 Developments in printing technologies and distribution made magazines more available. There became a new audience of working women who read all-fiction weeklies and the new magazine industry was supported by companies who realised they could advertise in these magazines read by the new audience who had their own money to spend. In the second world war these magazines became noticed as an important form of communication with the female population and began to provide advice such as how to stretch food rations. After the war the fictional content of magazines was mixed with fashion, furnishing and food.4 During the 1960's the Women's Liberation Movement began to campaign to change women's role in society, so traditional women's publications changed. Cosmopolitan existed in America since 1886 as a fiction magazine but at this time became a new magazine for the "sexually liberated woman".4 As the magazine had stared to lose circulation and advertising Helen Gurley Brown was named editor to transform cosmopolitan. She had written a best-selling book called Sex and The Single Girl which was received very well and so she had the idea of creating a new magazine based on the philosophy of her book, advising girls how ...read more.

Conclusion

The type of women who read cosmopolitan are said to be: "Intelligent and independent, she is determined to succeed in her career, her social life and her relationships... She understands that self fulfilment comes from having fun and indulging herself, as much as from work and financial achievements."1 Cosmopolitan magazine is said to be for "fun, fearless females." The magazine's website states the brand promise and core buyer declaring: "Sex, men and shopping are an essential part of her life. She is part of a post-feminist generation who assume they have equal rights. She has grown up in a world that has grown smaller and more accessible, so is far less constrained by society's rules, physical boundaries or tradition than her predecessors. She will judge her success on her own terms."6 Cosmopolitan puts forward the same values that all women's magazines do, reinforcing hegemony. The first message is to stay young and beautiful. Pages of women's magazines are filled with fashion and beauty advice alongside advertisements needed to fulfil this goal. There are also suggestions on how to improve home, health and careers. Each magazine wished to develop a loyalty with the reader to the magazine month after month by involving them in a club like membership. 1 www.natmags.co.uk 2 www.hearst.com 3 The Media - Magazines, Kim Walden 4 Media Studies: The Essential Resource, Philip Rayner, Peter Wall and Stephen Kruger 5 www.thefreedictionary.com 6 www.cosmopolitan.co.uk A2 Media Studies Coursework _____________________________________________________________________ ...read more.

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