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Magazines: Changing Representations

Woman, 23–29 August 1964

  • 3 things to know
  • A2 Unit 3

Overview

Publication is Woman, ideological work done by the problem page and missing from the representation of women in the issue.

What you need to know

Answer each one before you reveal it.

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Numbers

Identify the historical magazine set for study as Woman and give its publication details.

Key term

Name four kinds of content a reader would expect to find in the issue.

Key term

What does the advertising in the issue tell us about the intended reader?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Identify the historical magazine set for study as Woman and give its publication details.

    Model answer

    Woman, the weekly issue dated 23 to 29 August 1964, published by IPC.

  2. 2

    What kind of publication is Woman?

    Model answer

    It is a mass-market weekly magazine for women, sold cheaply and bought for practical household advice, fiction and light features rather than for high fashion.

  3. 3

    Who was IPC and when was it formed?

    Model answer

    The International Publishing Corporation was a large British publishing group formed in 1963 out of several existing publishing houses, and it controlled a very large share of the women's weekly market.

  4. 4

    Name four kinds of content a reader would expect to find in the issue.

    Model answer

    A fiction story or serial, knitting or dressmaking patterns, recipes and cookery features, and a problem page offering advice on personal difficulties.

  5. 5

    How is the reader addressed in a 1964 women's weekly?

    Model answer

    She is addressed as a married homemaker responsible for feeding, clothing and caring for a family, in a warm companionable tone that assumes shared circumstances.

  6. 6

    What does the advertising in the issue tell us about the intended reader?

    Model answer

    Advertisements for washing powders, packaged and tinned food, kitchen appliances and children's products confirm that the magazine was selling access to the household's main shopper.

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Contexts of Media
Media Language
Media Representations
Media Industries

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An audience receives what is offered.
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