Come on Down? Popular Media Culture in Post-War Britain

By Dominic Strinati; Stephen Wagg | Go to book overview

Chapter 3

The impossibility of Best

Enterprise meets domesticity in the practical women’s magazines of the 1980s

Janice Winship


‘SELLING KINDER AND KÜCHE?’

If one were looking for signs of postfeminism 1 in the 1980s, the new practical and domestic magazines for women would not seem the most fruitful cultural texts to scrutinize. Indeed it is indicative of the cultural hierarchies and priorities in play for intellectual commentators that while the so-called style and youth magazines (for example, The Face, i-D, Just Seventeen) and the slicker women’s magazines (Cosmopolitan, Elle and Marie Claire) feature in critical discussion of postfeminism (usually yoked to postmodernism) 2 there has been a veritable silence on the subject of the boom which has, in fact, most shaken the magazine market. In this article it is this slighted culture in its unlikely relation to postfeminist developments, and this boom, that I wish to investigate.

In the old camp, People’s Friend, My Weekly, Woman’s Weekly, Woman’s Own, and Woman’s Realm; in the new camp, Chat, Best, Bella, Hello! and the latest recruits, Me and Take A Break. 3 Since the 1950s a large number of women’s magazines have been launched 4 but until 1985, just two of them, enjoying only brief lifespans, were weeklies. 5 For many in the industry the demise of the mass weeklies was inevitable. To survive they would have to target editorial at a focused band of readers, in the way of the monthlies’ narrow casting (Advertising Age’s Focus, May 1984). After all, circulation figures indicated that while total sales of all women’s magazines had declined, the weeklies had been worst hit, with sales falling by almost half (from approximately 9.3 million in 1958 to 5.6 million in 1985). 6

First the tabloid magazine Chat from the publishers of TV

-82-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
Come on Down? Popular Media Culture in Post-War Britain
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen
/ 394

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.