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‘a Person Of An Inferior Group Cannot Be The Author Of Her Or His Own Life ...

‘A person of an inferior group cannot be the author of her or his own life but must center on the superior group' (French, 1992: 173).
Chapter II
Feminism and the Growth of Women's Magazines
A. Women: A User's Guide
In her volume Feminism, Femininity, and Popular Culture, British scholar Joann Hollows points out that ‘for feminist critics, girls' magazines have been seen as significant because of their power to define and shape teenage femininities (2000: 167). She goes notes that the ways in which magazines have shaped girls' development has shifted over the years; the impact is just as strongif not strongerbut the means of wielding that power has been transformed. Until the 1980s and 1990s, girls became ‘hooked' on the idea of physical seduction. Then the ‘hook' became another form of seductionwhat Hollows, McRobbie and others call ‘the seduction of buying' (Hollows, 2000: 171). Of course, McRobbie's extensive studies and analyses of girls' magazines provide a wealth of material on this subject. But both the development of the magazine format and the topic of femininity are inextricably intertwined. Hollows also explains that ‘feminisms differed in their form and character in different geographical contexts. However, if we take the cases of the UK and US, we can see some similarities in feminist concerns, despite the crucial differences between the forms of feminism which were created' (2000: 3).
It might be worthwhile, then to look into the history of the magazine itself, and to explore how, though developing in places that were geographically distant from each other, the genre ended up being very similar. American researcher Terry Poulton discusses the early days of women's magazines as ‘the advent of a means of communication by which women could be taught what was expected of them, beauty-wise', (1997: 30). It was, in essence, a sort of ‘user's manual' for women, teaching them what they wanted (assuming they all wanted the same things), and how to act in socially appropriate ways in order to get these things. There was no choice involved, because expectations at that time were rigidly set. Going against what was socially acceptable simply was not an option, and any leanings in the ‘wrong' direction would most certainly be met with censure and/or ostracism. What Poulton refers to as an operator's manual was, of course, the beginning of the woman's magazine.
Of course, women had been learning these lessons for years, but never before from a standardized source that would keep them updated of changes on a timely and regular basis. The introduction of women's magazines bestowed upon those who produced them incredible amounts of powerthe power to influence women, and in myriad ways.


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