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Feminism and Anti-Feminism in Harmony?: A Critical Discourse Analysis of Postfeminism in Women's Magazines
Stockholm University, Faculty of Humanities, Department of English.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This essay investigates postfeminist discourses in women’s magazines with the use of

Fairclough’s (2014) critical discourse analysis (CDA). Additionally, it presents

consumers’ perceptions of women’s magazines in order to explore how women’s

magazines might influence readers’ constructions of identity. Postfeminism is mainly

defined by Gill (2007, 2009) and McRobbie (2004) as an idea of feminism and antifeminism

combined with the use of neoliberal views. Previous research conducted

between 1990 and 2009 has stated that women’s magazines follow a postfeminist

discourse and therefore give a contradictory message to their readers, emphasising the

importance of individuality and empowerment as well as promoting a traditional

feminine image. The magazines analysed in this essay were the January 2016 issue of

Elle Magazine US and the February 2016 issue of Elle Magazine UK. The magazines

follow a postfeminist discourse, and it is constructed with the use of wording and

modality. To complement the CDA, an interview with a target group of women’s

magazine readers was conducted. Findings indicate that the magazines both largely

follow a postfeminist discourse, constructed through the use of rhetorical features such

as wording and modality, and readers believe magazines affect their identity

construction negatively. The article is concluded with a discussion on what the aim of a

postfeminist discourse is.

Place, publisher, year, edition, pages
2016. , 27 p.
National Category
General Language Studies and Linguistics
URN: urn:nbn:se:su:diva-131106OAI: diva2:936136
Available from: 2016-06-20 Created: 2016-06-13 Last updated: 2016-06-20Bibliographically approved

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