GENDER, CONSUMPTION AND VALUES IN WOMEN’S LIFE-STYLE MAGAZINES: THE EXAMPLE OF LADIES’ HOME JOURNAL
Journal: KARADENİZ İLETİŞİM ARAŞTIRMALARI DERGİSİ (Vol.12, No. 1)Publication Date: 2022.07.31
Authors : Şahinde YAVUZ;
Page : 1-2
Keywords : gender; values; consumption; ladies home journal;
Abstract
The aim of this study is to reveal the course of the relationship between gender, consumption and values that guided American society through advertisements between 1980 and 2005 in the example of Ladies' Home Journal, an American women's lifestyle magazine. For this purpose, a two-stage research was designed. In the first stage, the advertisements, editorial content and total number of pages in the magazine were counted and the advertisements were divided into categories. In the second stage, the advertisements in Ladies' Home Journal were analyzed according to Schwartz Values Scale. At this stage which was carried out with the qualitative analysis method, the previously determined advertisement categories were analyzed according to the Schwartz Value Scale: four higher order values, ten basic values and fifty-six lower order values. The most common value in Ladies' Home Journal issues in the twenty-five-year period is the value of "openness to change". This higher order value's frequency, which was highest in 1980, started to decline after 2000 and the value of conservatism began to rise. The basic values most often found in Ladies' Home Journal's advertisements between 1980 and 2005 were hedonism, stimulation, and self-direction.
Other Latest Articles
- THE NIGERIAN CRIMINAL JUSTICE SYSTEM: A CURSORY LOOK AT SALIENT ISSUES AND AREAS OF REFORM
- INFLUENCE OF RETIREMENT PLANNING ON RETIREMENT SATISFACTION AMONG RETIREES IN ILORIN, KWARA STATE
- VALUE CREATION AND CUSTOMER LOYALTY IN THE NIGERIAN BANKING SECTOR: A STUDY OF UNIVERSITY STUDENTS IN OGUN STATE, NIGERIA
- WELFARE SERVICE DELIVERY FOR THE PHYSICALLY CHALLENGED ELDERLY PERSONS IN KWARA STATE UNDER THE ECONOMIC RECESSION OF COVID-19
- CONCEPTUAL CLARIFICATIONS OF PUBLIC SERVICE DELIVERY, PUBLIC POLICY, PUBLIC ADMINISTRATION AND GOVERNANCE IN THE GAMBIA
Last modified: 2023-01-11 21:34:30