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Syftet i denna C-uppsats är att undersöka hur tidningen Veckorevyn vill att kvinnor ska korrigera sig själva och hur det budskapet förmedlats och förändrats sedan 1937 till och med 2017. Veckorevyns självhjälpstexter studeras inom kategorierna skönhet, relationer, fysisk hälsa och själslig hälsa och då studeras vilka tips tidningen har för att läsaren ska bli den bästa versionen av sig själv. Frågeställningarna för uppsatsen är vilka proportioner läsarens problem ges över tid och hur det önskvärda resultatet av självhjälpen framställs, hur tilltalet till läsaren har förändrats samt för vem läsaren ska förbättra sig. Det är en kvantitativ undersökning och artiklar har kodats utifrån ett kodschema. Utifrån John B. Thompsons teori om identitetsbildning studeras vilka former av material för identitetsbildning tidningen producerar över tid. Efter undersökningen visade det sig att av de undersökta texterna i studien har självhjälpstexter ökat och att det mellan tidsperioden 1937 till 2017 har skrivits flest texter inom kategorin skönhet. Det har skrivits mest om vardagsproblem och minst om livsproblem. Det önskvärda resultatet som förekommit flest gånger är att läsaren ska känna sig lycklig och nöjd. Tilltalet i Veckorevyn till läsare har oftast varit råd och uppmaningar. Vår undersökning visar att självhjälpsartiklarna i Veckorevyn har som mål att läsaren ska förbättra sig för sin egen skull.

<p><em>“VeckoRevyn – your best friend in good times and bad?” </em>is a BA thesis based on a weekly lifestyle magazine, VeckoRevyn, with a female demographic aged 18-25. Issues of the magazine, published in 2009 and on, is analyzed and dissected to better understand and be able to get answers for the questions of issue. What is said in the magazine, and how does the message reach the audience? Furthermore, the message, as well as the tone used to convey it, is reviewed as part of the discussion about consequence. The goal of this study is to show how, based on the material analyzed, a woman is spoken to in the magazine, and what kind of consequences this might have.</p><p>VeckoRevyn claims it desires tobea close friend to its readers, a friend who enlightens and guides. But the fact is that in every case studied, there is an underlying message on how the readers have the chance to reach something better and more desirable based on her looks and appearance. How is this possible when in fact the magazine creates an artificial reality filled with unattainable ideals? This results in more stress in the lives of women, who constantly long to be “good enough”. The idea of beauty, which is a common theme throughout the issues of the magazine, is unfortunately based on a myth. This in turn results in mental exhaustion, a twisted self- image, low self esteem, anorexia and bulimia among its young female audience.</p><p>Keywords: weekly magazine, VeckoRevyn, content, tone, the beauty myth, ideals, consequences</p>

“VeckoRevyn – your best friend in good times and bad?” is a BA thesis based on a weekly lifestyle magazine, VeckoRevyn, with a female demographic aged 18-25. Issues of the magazine, published in 2009 and on, is analyzed and dissected to better understand and be able to get answers for the questions of issue. What is said in the magazine, and how does the message reach the audience? Furthermore, the message, as well as the tone used to convey it, is reviewed as part of the discussion about consequence. The goal of this study is to show how, based on the material analyzed, a woman is spoken to in the magazine, and what kind of consequences this might have. VeckoRevyn claims it desires tobea close friend to its readers, a friend who enlightens and guides. But the fact is that in every case studied, there is an underlying message on how the readers have the chance to reach something better and more desirable based on her looks and appearance. How is this possible when in fact the magazine creates an artificial reality filled with unattainable ideals? This results in more stress in the lives of women, who constantly long to be “good enough”. The idea of beauty, which is a common theme throughout the issues of the magazine, is unfortunately based on a myth. This in turn results in mental exhaustion, a twisted self- image, low self esteem, anorexia and bulimia among its young female audience. Keywords: weekly magazine, VeckoRevyn, content, tone, the beauty myth, ideals, consequences

The purpose of this essay is to examine the ideal image of masculinity in the monthly Swedish women magazine Veckorevyn, nr.2 2016. The intention is to explore how Veckorevyn’s own policy correspond to the construction of the ideal image of masculinity. The analysed material contains three texts from the same number of copy: two texts of which explicitly refers to masculinity and one text describing the feminist-policy of the magazine. The magazines feminist-policy is about the magazines work of changing sexist attitudes towards young women. The essay refers to a social constructivist perspective in defining gender and language. The method used is based upon Michael Halliday’s social semiotic approach SFG, systemic functional grammar, when analysing the text material, as well as Faircloughs critical discourse analysis. The results of the text analysis indicate that the image of masculinity presented in the magazine is closely connected to stereotypical ideas of men as sexually confident and independent. The analysed material contains a high level of material and relational processes, constructing a concrete, predefined and less negotiable image of masculinity towards the reader. The critical discourse analysis shows a high frequency of different discourses co-existing in the texts linked to the magazines ideal reader of young women: commercial/consumer-discourse (such as advertisements), health-discourse and men-women-discourse – all of which are closely linked to desire and consumption. These desire-discourses fail to relate to the magazines own feminist-policy, describing both men and women as stereotypically linked to sexuality and desire. The result of the critical discourse analysis indicates that the different discourses of the magazines own anti-sexist policy co-exist and collides with a sexist and stereotypical commercial/consumer-based discourse. These results adhere to previous research of Veckorevyn by Anja Hirdman (2001). The indications contribute in defining the Veckorevyn-magazine targeted to young women as a complex, contradictive and multi-discursive platform of ideas and values. According to Litosseliti (2006:121), the presence of the magazines own feminist-policy also risks producing new forms of sexism due to the magazines contradictive and stereotypical discourses. / Syftet med denna uppsats är att undersöka den ideala bilden av manlighet i det svenska kvinnomagasinet Veckorevyn. Vidare undersöks hur Veckorevyns egna kravställande policy överensstämmer med konstruktionen av den ideala bilden av manlighet. Det analyserade materialet innehållet tre texter från samma upplaga av Veckorevyn nummer 2, 2016. Två texter som explicit refererar till manlighet och en text som beskriver Veckorevyns egna feministiska policy. Veckorevyns feministiska policy handlar om tidningens arbete mot skeva könsroller och att förändra sexistiska attityder gentemot unga kvinnor. Uppsatsen bygger på ett socialkonstruktivistisk perspektiv i definitionen av genus och språk. Metoden bygger på Michael Hallidays sociala lingvistiska angreppssätt SFG, systemisk-funktionell grammatik, i analysen av textmaterialet samt Faircloughs kritiska diskursanalys. Resultatet av textanalysen indikerar att bilden av manlighet som presenteras i Veckorevyn är nära förknippat med stereotypa idéer av män som sexuellt självsäkra och självständiga. Det analyserade materialet innehåller en hög andel materiella och relationella processer, vilket konstruerar en konkret, fördefinierad och mindre förhandlingsbar bild gentemot läsaren. Den kritiska diskursanalysen visar en hög frekvens av olika diskurser som samexisterar i texterna kopplade till tidningens läsarideal av unga kvinnor: kommersiell/konsument-diskurser (t.ex. reklam), hälso- och förbättringsdiskurser and män-kvinno-diskurser. Alla diskurser är nära sammanlänkade med begär och konsumtion. Dessa begärs-diskurser misslyckas med att relatera till Veckorevyns egna kravställande feministiska policy. Policyn undermineras i det analyserade materialet då både män och kvinnor länkas till stereotypa drag av sexualitet och begär. Detta ligger även i linje med tidigare forskning av Anja Hirdman (2001:257).  Resultaten av den kritiska diskursanalysen indikerar att diskurserna av Veckorevyns egna anti-sexism- och feministiska policy kolliderar med en stereotyp kommersiell- och konsumentbaserad begärsdiskurs. Dessa resultat relaterar även till tidigare forskning av Veckorevyn av Anja Hirdman (2001). Sammantaget bidrar dessa indikationer till att ge en bild av Veckorevyns textproduktion riktat mot ett läsarideal av unga kvinnor som komplex, motsägelsefull och multidiskursiv plattform av idéer och värderingar. I likhet med Litosseliti (2006:121), kan Veckorevyns egna feministiska policy, som en del av en postfeministisk diskurs, bidra till att producera nya former av sexism med anledning av Veckorevyns motstridiga och stereotypa diskurser.

<p>Purpose/Aim: The aim with my study is to reveal changes in the construction of gender in weekly press over time. To do so I study the picture of the woman on front pages of the Swedish magazine Veckorevyn.</p><p>Material/Method: Qualitative research method, semiotic picture analysis.</p><p>Main results: There have been a lot of changes in the picture of the woman in Veckorevyn over the years and the results points to a more objectifying picture. The woman has gone from doing something and actually having a role, to simply being there to be looked at, all passive.</p>

Purpose/Aim: The aim with my study is to reveal changes in the construction of gender in weekly press over time. To do so I study the picture of the woman on front pages of the Swedish magazine Veckorevyn. Material/Method: Qualitative research method, semiotic picture analysis. Main results: There have been a lot of changes in the picture of the woman in Veckorevyn over the years and the results points to a more objectifying picture. The woman has gone from doing something and actually having a role, to simply being there to be looked at, all passive.

Through interviews, a questionnaire survey and an in­depth analysis of the Swedish magazines Veckorevyn and Magazine Café has a number of parameters been made visible. It was difficult to obtain an unambiguous result when the journal's target audience is crucial for the cover design. Nevertheless, we can generally say that the transparent varnish of covers, PMS colors and enclosing the journal in plastic do not increase the attention value, as this occurs in many magazines. Due to today's tough competition among journals, we believe that they will need to niche themselves much harder to survive. We also believe that the new, big trend is that more covers will become more plain and stylistically pure, with one big communicating image and fewer coverlines, as many covers were designed during the 1940s.

The aim of this studie centers on how lgbt (lesbian, gay, bisexual, transgender) are portrayed in women’s magazines. The magazines we have chosen to analyze are FRIDA, VeckoRevyn and amelia, which all three have different target groups. We have, with the assistance of the rhetorical and semiotic analysis methods, assessed 18 articles with their associated photographs. These methods are part of the qualitative analysis model and are used in order to study less empirical data with more depth. With the qualitative analysis we were able to see potential patterns among our empirical data. Lgbt is known as a minority group and has often been described in a stereotypical way. We wanted to see if and how the portraying of lgbt has changed within the last 16 years and if the different target groups affect the portrayal. Our studie shows that stereotypes, according to the magazines, are still a part of the preconceptions in our society. In the middle of 1990’s the magazines wrote about stereotypes such as the lonely lizzie and the sparkling faggot. Nowadays they focus on what is seen as feminine and/or masculine. Heteronormativity is still the prescribed values of today.

The purpose of this paper is to explore how masculinity and femininity are constructed in the magazine Veckorevyn, through a critical discourse analysis of 18 articles from six issues in 2011. This is done by using a variety of theories and previous research results, which is gender theory, the theory of late-modern society and media theory. The analysis shows that Veckorevyn depicts virility and feminine differently. Furthermore, pointing the results from the analysis that a change of manhood and womanhood takes place in the social practice. The selection of articles from the magazine also shows that Veckorevyn seems to promote gender equality.