Women

1
Womens Magazines

• MIT3214

2
Technologies of the Self

• Michel Foucault/Disciplinary Power
• Discourse/Power/the Subject
• Production of Knowledge
• Disciplinary techniques
• how we become self-regulating subjects
• private selves

3
Governmentality/Technologies of Self

• Neoliberalism
• Expert Advice and Individual Freedom
  (Technologies of Freedom)
• N. Rose
• Womens magazines as cultural technologies

4
Dr. Phil/Technologies of Self

• Self-work/Self-Management
• Formula/Technique/Strategy
• Personal Accountability Techniques
• Lifestyle Audit
• Life Laws/Life Manager

5
Enterprising Self

• Externally Managed Self
• flight attendant uniform
• external managerial control
• Physical appearance, behavior, attire monitored,
  regulated by company
• Enterprising Self
• business executive self-selected attire

6
Enterprising Self

• Technical system for managing the self
• Dress manuals Molloys
• Image consultants wardrobe engineering
• Not genuine freedom
• regime of self-management

7
Cosmo/Disciplinary Power

• Pleasure/Techniques/Work
• Sex Advice (Instruction?)
• invasion of play by the rhetoric of achievement
• Attraction/Efficiency/Rationality
• manual for heterosexual attractiveness/sociability
  /sexual relations

8
Discourse Effects of Representation (Kilbourne)

• Manufactured body
• Segmented body
• Self-objectification/Male Objectification

9
McCracken Decoding Womens Magazines

• Covert Advertising
• techniques/themes linking editorial material to
  purchased advertising
• integrated system
• Ads as natural extension of editorial content

10
McCracken Decoding Womens Magazines

• Covert Advertising
• Naturalize Consumption
• Reification products as solutions to social
  problems
• strategies for beautifying self, optimizing
  behaviour

11
Covert Advertising Placement

• adjacency
• C makeup ads w/ beauty stories
• C Advertisers request favorable placement, beside
  specific ed. copy, in some cases

12
Covert Ad Editorial Tie-in

• Running shoe ads followed by 10 easy steps to a
  good work-out story
• thematic tie-in
• celebrities ed/ad same issue
• how buy car story as as tie-in for
  current/potential car advertisers

13
Covert Advertising Relay texts/devices

• Physically article continues in back pages
• Colour facing page ed./ad colour links
• Visual impression of ed/ad integration
• Shared idiom of ad/ed
• turn on the lights in your hair

14
Covert Advertising Melding Formats

• C advertorials deception, look like editorial
• C editorial in ad-like form
• C naturalize discourse of advertising

15
Covert Advertising Brand Reciprocity

• Brand Reciprocity
• showcase brands/ads in suitable ed. environment
• cosmetics beyond make-up ads but fashion, advice
  columns, etc.
• Editors recommending products/ ask the editors

16
Covert Ideology of Advice

• Create new needs, amplify existing ones
• assumed objectivity
• Products as solutions
• Personal inadequacy
• Makeover feature (ordinary to glamorous)
• Consumption as solution to personal/social
  problems (Reification)

17
Covert Advertising Ideology of Information

• Cult of the New
• Introduce new products/services
• Render old obsolete/ old-fashioned