Postfeminizam i recepcija ženskog časopisa "Cosmopolitan"

master's thesis

• Title (english): Postfeminism and reception of women's magazine "Cosmopolitan"
• Author: Kristina Balun
• Mentor: Helena Popović (mentor)
• Committee member: Helena Popović (predsjednik povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Committee member: Dunja Majstorović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2016-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Rad je podijeljen u tri dijela, prvi dio rada bavi se razumijevanjem valova feminističkog pokreta s naglaskom na postfeminizam i način na koji se postfeminizam reflektira u medijima, posebno u ženskim časopisima poput „Cosmopolitana“ za kojeg možemo reći da je usko povezan s postfeminizmom. Drugi dio rada bavi se objašnjenjem što su ženski žanrovi i razvojem ženskog tiska u svijetu, ali i na prostorima Jugoslavije odnosno pojavom prvog „glossy“ časopisa u Hrvatskoj nakon Domovinskog rata. Dok je u trećem dijelu rada fokus stavljen na prvi „glossy“ časopis u Hrvatskoj, „Cosmopolitan“. Također, ovaj dio rada donosi i analizu istraživanja recepcije ženskih žanrova od strane žena s naglaskom na ženske časopise. Analizom istraživanja recepcije ženskih časopisa dobivamo uvid u to kakva značenja žene pridaju ženskim časopisima poput „Cosmopolitana“.
Časopis „Cosmopolitan“ smatra se ženskim žanrom jer stavlja fokus na ženu odnosno na aspekte djevojačke kulture koji su obilježeni postfeminizmom. Annette Kuhn ga objašnjava kao „popularnu narativnu formu namijenjenu ženskim publikama“ (Kuhn 1997:145). Međutim, časopis „Cosmopolitan“ nije tipični klasični ženski časopis već ga treba gledati kao hibrid žanrova koji s jedne strane ima elemente klasičnog ženskog časopisa iz 1950-ih godina koji su na svojim stranicama pisali kako žene trebaju „koristiti društvu“ te kako će biti bolje supruge, majke i domaćice. Dok s druge strane ima elemente feminističkih pokreta odnosno tekstove koji potiču žene na ostvarivanje vlastite karijere i kreiranje vlastitog identiteta. To potvrđuje i Janice Winship (1987:13) kada kaže da su suvremeni ženski časopisi dvostruko obilježeni. Upravo je to jedan od razloga zašto se „Cosmopolitan“ često nalazi na meti kritičara odnosno feministkinja. Feministkinje i dan danas smatraju da žene trebaju izbjegavati časopise poput „Cosmopolitana“ (Betty Friedan (1985); Gaye Tuchman (1978); Naomi Wolf (1991)), dok Joke Hermes (1995:1) osuđuje feministkinje i općenito kritičare ženskih časopisa. Međutim, stalne polemike o „štetnosti“ ženskih časopisa utječu na to kakva će značenja žene pridavati ženskim časopisima poput „Cosmopolitana“.

Abstract (english)

The paper is separated into three parts, the first part deals with understanding the waves of the feminist movement with an emphasis on post-feminism and the way in which feminism is reflected in the media, especially in women's magazines such as "Cosmopolitan" for which we can say that it is closely linked to the post-feminism. The second part deals with the explanation of female genres and the development of women's press in the world, but also in Yugoslavia and the uprising of the first "glossy" magazine in Croatia after the war. While in the third part the focus is on the "Cosmopolitan", first "glossy" magazine in Croatia,. Also, this part contains an analysis of research and reception of women's genres by women with a focus on women's magazines. Analyzing the research of reception on women's magazines we get an insight into what kind of meaning women attach to women's magazines such as "Cosmopolitan".
The magazine "Cosmopolitan" is considered a feminine genre because it puts the focus on women and the girls aspect of culture which are marked by post-feminism. Annette Kuhn explains it as "a popular narrative form intended for female audiences" (Kuhn 1997: 145). However, the magazine "Cosmopolitan" is not your typical classic women's magazine but it should be seen as a hybrid of genres that on one hand has elements of classic women publications of 1950s who wrote on their pages that women should "use society" in order to be better wives, mothers and housewives. While on the other hand there are elements of the feminist movement and texts that encourage women to pursue their own careers and create their own identity. It is confirmed by Janice Winship (1987: 13) when she says that modern women publications are double-marked. This is one of the reasons why the "Cosmopolitan" is often the target of critics and feminists. Although feminists still believe that women should avoid prints like "Cosmopolitan" (Betty Friedan (1985); Gaye Tuchman (1978) Naomi Wolf (1991)), while Joke Hermes (1995: 1) condemns such feminists and generally critiques women's magazines. Permanent controversy about how "harmful" women magazines are will have a significance of what kind of meanings will women attach to women's magazines such as "Cosmopolitan".

• Keywords: feminizam; valovi feminizma; postfeminizam; ženski žanr; ženski tisak; Cosmopolitan
• Keywords (english): feminism; waves of feminism; postfeminism; female genre; women's magazines; Cosmopolitan
• Language: croatian
• URN:NBN: urn:nbn:hr:114:299004
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-24 10:26:01