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CONSTRUCTION OF FEMININITY AND CONSUMER CULTURE IN AMERICAN WOMENS MAGAZINES A QUALITATIVE STUDY ABOUT GOOD HOUSEKEEPING

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04 Pages : 26-36

http://dx.doi.org/10.31703/gsr.2022(VII-II).04      10.31703/gsr.2022(VII-II).04      Published : Jun 2022

Construction of Femininity and Consumer Culture in American Women's Magazines: A Qualitative Study about Good Housekeeping

Abstract

    Good housekeeping is one of the mainstream American women's magazines. Targeting primarily the middle-class married women, it gives guidance and suggestions on beautifying appearance, latest fashions,housekeeping, cooking, and child-rearing. Using 24 issues of Good Housekeeping published in 2016-2017, this study explores what kind of femininity is constructed in this magazine. The study uses thematic analysis and interpretive textual analysis as the key methodologies. Furthermore, it explores the overlapping relationships between the magazine, femininity, and consumer culture. The article finds that femininity constructed in those two years of Good Housekeeping tends to be conservative, which is idealized and perfected in the magazine.The magazine has maintained its long-established and conservative style. It is established on a commercialized base and advocates that ideal femininity is to be gained through "purchasing." The conservative femininity constructed by the magazine is under the manipulation of modern patriarchy and consumerism.

    American Culture, American Women's Magazines, Content Analysis, Femininity, Gender Studies, Good Housekeeping

    (1) Guifang Liu
    Beijing International Studies University, Beijing, China
    (2) Muhammad Abid Malik
    Beaconhouse National University, Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Liu, G., & Malik, M. A. (2022). Construction of Femininity and Consumer Culture in American Women's Magazines: A Qualitative Study about Good Housekeeping. Global Sociological Review, VII(II), 26-36. https://doi.org/10.31703/gsr.2022(VII-II).04

CHICAGO

    CHICAGO : Liu, Guifang, and Muhammad Abid Malik. 2022. "Construction of Femininity and Consumer Culture in American Women's Magazines: A Qualitative Study about Good Housekeeping." Global Sociological Review, VII (II): 26-36 doi: 10.31703/gsr.2022(VII-II).04

HARVARD

    HARVARD : LIU, G. & MALIK, M. A. 2022. Construction of Femininity and Consumer Culture in American Women's Magazines: A Qualitative Study about Good Housekeeping. Global Sociological Review, VII, 26-36.

MHRA

    MHRA : Liu, Guifang, and Muhammad Abid Malik. 2022. "Construction of Femininity and Consumer Culture in American Women's Magazines: A Qualitative Study about Good Housekeeping." Global Sociological Review, VII: 26-36

MLA

    MLA : Liu, Guifang, and Muhammad Abid Malik. "Construction of Femininity and Consumer Culture in American Women's Magazines: A Qualitative Study about Good Housekeeping." Global Sociological Review, VII.II (2022): 26-36 Print.

OXFORD

    OXFORD : Liu, Guifang and Malik, Muhammad Abid (2022), "Construction of Femininity and Consumer Culture in American Women's Magazines: A Qualitative Study about Good Housekeeping", Global Sociological Review, VII (II), 26-36

TURABIAN

    TURABIAN : Liu, Guifang, and Muhammad Abid Malik. "Construction of Femininity and Consumer Culture in American Women's Magazines: A Qualitative Study about Good Housekeeping." Global Sociological Review VII, no. II (2022): 26-36. https://doi.org/10.31703/gsr.2022(VII-II).04