Discursive representations of femininity in a contemporary South African women's magazine : a social constructionist approach

Abstract

In this dissertation, the researcher presents the findings of a discourse analytic enquiry on the construction of femininity within a contemporary South African magazine. It is argued that gender is a social construction and that women’s magazines provide a channel through which discourse of femininity reaches women. These discourses in women’s magazines are often narrow and stereotypical in nature which may limit the development of women’s feminine gender identities. A discourse analytic approach was utilised to reveal the different discourses of femininity within a contemporary women’s magazines, Cosmopolitan, as well as to indicate how they may contribute to the construction of femininity. From the magazine, relationship-focused articles were selected, from which three predominant discourses of femininity were identified which includes femininity as heterosexual, nurturing, and managerial. An important finding is that competing discourses of empowerment and traditional femininity were evident. This points to the highly complex ways in which gender, specifically femininity, is constructed in the magazine under study.