'Woman' magazine- Audience

Cultivation theory:

• The magazine is weekly, this constantly reinforces the views/ideas of the magazine.
• The more they are shown the more people believe the views and create their identity around it.
• The magazines maintain the gender roles created.

Uses and gratifications theory:

• The readers take what they need from the magazine e.g. makeup tips, cooking ideas, etc.
• Other ethnicities and classes take what can be applied to them as 'Woman' magazine is mostly aimed at White middle class women.
• Joke Hermes found that women's magazines were mostly used as a source of relaxation. As they were 'easy to put down' it increased the appeal.

Stuart Hall reception theory:

• Preferred reading (dominant- hegemonic position- the intended meaning is accepted)- Historical reader. Approve of the articles/adverts and find them helpful. Message that you will become the perfect 'woman' 1960s.
• Negotiated reading (the intended meaning is acknowledged but adapted to fit the reader's experience and context)- Historical reader- not all articles applied e.g. if they were not a mother. During the 1960s the second wave of feminism occurred, more women got degrees, opportunities etc. Army advert shows new opportunities- independence, travel etc.
• Oppositional reading (meaning is understood but the reader disagrees with it)- Modern reader may disagree however the type of content is quite similar to modern magazines. Different ethnicities and classes may disagree with the lack of representation.

• The magazine offers its readers information and advice about the typical lifestyle of a 1960s housewife. It offers them content surrounding the stuff they should want in order to influence them (cultivation theory).
• The magazine could distract its readers by offering them a break in their day- diverting them from their everyday life. It offers the pleasure of freedom and relaxation in their day.
• The magazine creates a sense of identity by creating a clear idea of the gender norms and what women should be doing. The magazine includes articles to influence women into thinking that's what they want thus creating their identity.
• The Army advert provides opportunities and interaction with others as it goes against the society norms of the time and therefore offers something new. The magazine may facilitate a sense of belonging by showing that a 'housewife' is what you want to be and that is what men like. The problems page could also create a sense of belonging if you related to others problems or just because you feel personally connected to others that read the magazine.
• The magazine targets a specialised audience by reaching out to mothers and housewives. The content only applies to people with children and housewives, anyone that works, especially males, will not relate to the magazine. Is a specialised mainstream audience.
  

  
  

  
  

  Demographic/ psychographic element	‘Ideal reader’	Evidence from magazine or industry research
  Age	20-40	20 is the average age to get married in the 1960s- the magazine is targeted at married women.
  Gender	Female	The magazine name.
  Socio- economic group	White- middle class/upper working class	Shown by the images (all white women) and the content- kitchen article shows expensive kitchens to buy.
  Interests	Makeup, fashion, children, cooking, romance, gardening domestic, etc.	Shown by the contents page.
  Lifestyle	Housewives/mothers	Shown in the articles- problems page shows they are mothers, articles show they are housewives.
  Values	Mainstreamers	Shown in the adverts.