Women's magazines have been accused of using their power of reaching
millions of audiences to influence ideas such as the perceived role of a woman in
the society; how she must behave, what she must do to win the attention of men
as well as inform her of her limitations (Marshment, 1997). Women's magazines
do this through the advertisements and stories that they publish.
Ballaster et al. (1991) posit that the media has very powerful means of
influencing and persuading audiences to think, act and behave in a particular
may. The media has the power to shape and direct the way in which audiences
perceive themselves. Evidently, it creates a desire in people to improve
themselves by purchasing a certain product.
Following a critique of seven women's magazines, this study acknowledges the
power of the media to influence its audience and analyses the use of the theme
of Valentine's Day in stories and advertisements of the selected magazines. The
analysis explores how such influence can result in the promotion of gender
stereotypes in society. / Thesis (M.A.)-University of KwaZulu-Natal, 2007.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:ukzn/oai:http://researchspace.ukzn.ac.za:10413/10677 |
| Date | 08 May 2014 |
| Creators | Mthethwa, Ntombifuthi Christophora. |
| Contributors | Magwaza, Thenjiwe. |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
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