Women’s magazines as a popular form of entertainment are among the media products that have been criticised for misrepresenting women. These popular magazines are often condemned for their failure to represent women in a positive light although they claim to target women as their market. The objective of this research is to assess and analyse representations of women in selected women’s magazines. Because women’s magazines are part of popular culture, which is not only concerned with the production process but also takes into consideration the needs of the readers, the research seeks to find out whether these magazines meet the expectations of its readers. The study is a combination of qualitative analysis, which looks at the frequency and the manner in which women are represented, with a qualitative interpretation of women’s roles within those representations. The issue of representations of women in women’s magazines is a very complex one as magazines, like other cultural texts are open to multiple interpretations. Consequently, multiple conclusions have been reached and the outcome of the study is therefore a series of three conclusions based on feature articles, advertisements and at a theoretical level.

In this dissertation, the researcher presents the findings of a discourse analytic enquiry on the construction of femininity within a contemporary South African magazine. It is argued that gender is a social construction and that women’s magazines provide a channel through which discourse of femininity reaches women. These discourses in women’s magazines are often narrow and stereotypical in nature which may limit the development of women’s feminine gender identities. A discourse analytic approach was utilised to reveal the different discourses of femininity within a contemporary women’s magazines, Cosmopolitan, as well as to indicate how they may contribute to the construction of femininity. From the magazine, relationship-focused articles were selected, from which three predominant discourses of femininity were identified which includes femininity as heterosexual, nurturing, and managerial. An important finding is that competing discourses of empowerment and traditional femininity were evident. This points to the highly complex ways in which gender, specifically femininity, is constructed in the magazine under study. / Psychology / M.A. (Psychology)

In this dissertation, the researcher presents the findings of a discourse analytic enquiry on the construction of femininity within a contemporary South African magazine. It is argued that gender is a social construction and that women’s magazines provide a channel through which discourse of femininity reaches women. These discourses in women’s magazines are often narrow and stereotypical in nature which may limit the development of women’s feminine gender identities. A discourse analytic approach was utilised to reveal the different discourses of femininity within a contemporary women’s magazines, Cosmopolitan, as well as to indicate how they may contribute to the construction of femininity. From the magazine, relationship-focused articles were selected, from which three predominant discourses of femininity were identified which includes femininity as heterosexual, nurturing, and managerial. An important finding is that competing discourses of empowerment and traditional femininity were evident. This points to the highly complex ways in which gender, specifically femininity, is constructed in the magazine under study. / Psychology / M.A. (Psychology)