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‘the Very People From Whom I Had Expected The Most Supportmy Fellow Female ...

‘The very people from whom I had expected the most supportmy fellow female editorswere unanimous in their disapproval', Jones wrote. ‘They were my peers, friends, and colleagues I sat next to in the front row of the fashion shows. They were also the most important, influential group of women in the business, the only people who could change the fashion and beauty industry' (2001).
Some labeled her a ‘traitor'; others suggested that she was using this campaign as some sort of clever ploy to boost circulation numbers. She was even accused of discrimination against thin models. Model agencies began to blacklist the magazine. Despite this, Jones redoubled her efforts. She even spoke publicly about her own struggles with eating disorders. From the age of eleven, she admitted, she was plagued with the eating disorder anorexiaa disorder that lasted well into her twenties. Because of this, she explained, she was very able to understand how deleterious it was for young women to subsist on ‘a daily diet of unrealistically tiny role models gracing the pages of the magazines' that they are addicted to, as she was (Jones, 2001). Furthermore, she does not lay blame on the publications exclusively; rather, she points out that they definitely did more harm than good. If they were not the impetus that set off the disorder, the graphics she was so bombarded with seemed to encourage it: ‘the images definitely perpetuated the hatred I had for my own body' (2001).
To test her theory, the research team at Marie Claire formed a focus group of young, bright, accomplished women. The women were asked a series of questions about their bodies, after which they were free to peruse a selected group of magazines for approximately an hour. When the hour was up, the same questions were askedthis time, the answers were very different. ‘Their self-esteem had plummeted' Jones writes (2001). As the literature and research to be presented in this paper shows, the results of Ms. Jones informal sociological study was very close to the truth: her instincts were right on the mark. However, in hostile surroundings with little support, she was unable to follow them. It soon became clear that the tide of advertisers was far too strong a force to fight from within the industry, and she reached a point of no return: ‘I refuse to conform with an industry that could, literally, kill' wrote Jones, a survivor.
Chapter I.
Background.
A. Predecessors and Successors
Liz Jones was not the first woman to struggle in the name of editorial change. Along with Jones, there were her American predecessors, Grace Mirabella of Vogue, and Gloria Steinem of Ms. In her autobiography, In and Out of Vogue, Mirabella writes about receiving a virtual threat from her publishers, ordering her not to include any articles that criticised cigarette smoking.


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