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The discourse of feminity promoted in Cosmopolitan

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Introduction

The discourse of feminity promoted in Cosmopolitan The discourse of femininity constructed by Cosmopolitan magazine through the study of the model reader reveals women to be: skinny, beautiful, blonde, Caucasian, tanned, tall and with an unblemished complexion. Although the 'ideal' woman constructed by this magazine mostly consists of physical attributes, Cosmopolitan also asserts them to be independent and upbeat with sex appeal to boot. The predominantly 'beautiful' female presented in this very popular magazine is often destructive of women's self-identity, causing them to be vulnerable to outside approval. The magazine constructs this version of femininity through the cover, editorial and advertising content. The analysis of Cosmopolitan reveals the way the model reader influences the magazines discourse of femininity. The model reader of this magazine is a 17-25 year old single or in a short term relationship female. She is upbeat, sophisticated and focused on ways of maintaining her independence and is interested in her future career, relationships and happiness. ...read more.

Middle

These articles reflect the model reader's infatuation with aesthetic appearances. Although the magazine is centered on exterior 'beauty', it becomes contradictory in its feminist content; "How to make peace with the body you've got" and articles regarding reality-reads addressing the negatives of cosmetic surgery and eating disorders. The image on the front of the magazine is of a prototype of this 'ideal' woman. She symbols all the discourses of femininity this magazine has to offer, primarily 'beauty'. She is an image of perfection and a role model for the audience, influencing them to aspire to be or even more importantly; look, like her. Simple, vibrant, naughty and descriptive words are used to construct the headings of the magazine to portray a visual effect to the reader, also to portray a sense of youth. Symbols, visual aspects and language choices are used in constructing the model reader and therefore the discourse of femininity that this magazine possesses. ...read more.

Conclusion

Also the idea of vanity is strong, this is all reflected by the numerous advertisements and the magazines obsession with the discourse of femininity being centered around aesthetic appearances. The advertisements portray a narrow type of female, exerting the discourse of femininity that beauty is only skin deep and that your image is extremely important; both for yourself and your acceptance into society. The models stance in the advertisements usually consists of them posing actively. The majority of pictures sees the woman in a stance of activeness, sexuality or dominance. These portrayals of women show the discourse of femininity; obsession with appearance and sexuality. The predominant discourse of femininity found in Cosmopolitan represents females to be predominately beautiful, sex objects Although this discourse is firmly rooted within the magazine, traces of a woman desiring independence, sophistication and the thirst for education can be found. This is all constructed by the representation of the model reader. The use of language, visual and subconscious elements are all used to construct meaning within the text focusing on the model reader and how she represents the version of femininity that this magazine embraces ...read more.

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