Work options for women in women's magazines: The medium and the message

Abstract

A content analysis of women profiled in women's magazines asked, How do "established" vs. "new" magazines differ in socialization messages about work options for women? Six established and four new magazines were analyzed from 1971 through 1980, for a total random sample of 232 issues (172 individual profiles). Three hypotheses were investigated. Compared to new magazines, established magazines are (1) less likely to present women in a variety of work roles and (2) more likely to profile women in "traditional" occupations. (3) Employed women profiled in established magazines are less likely to perceive themselves as having responsibility and/or power/influence in relation to their jobs. Hypotheses 2 and 3 were supported. The discussion highlights changes in both types of magazines but notes the fairly traditional message established magazines present vs. new magazines.