The first edition of the magazine 'The Australian Women’s Weekly' was published in 1933 and continues its publications till today. Therefore the magazine offers a long history of being, also advertising, medium for ideas, opinions and reflections about feminity. The subject matter and advertisement the magazine addresses its readers with constitutes the fields of interest those women might be attracted towards. At the same time it excludes certain fields of female interest.
In this research essay I will examine how feminity is constructed in 'The Australian Women’s Weekly' from three different time periods by having a closer look at the fields of ‘The Domestic Sphere’, ‘Beauty and the Body’, and ‘Progression of the Self’. I will have a look at the construction of the domestic sphere portrayed as being an inherent responsibility and centre of female existence. Are broader political and social topics addressed; and in what way? How is women’s position in society understood? Furthermore, I will ask how the depicted ideal feminity is linked to body looks and sexuality. In a third step I will examine the emphasis put on inspiration as being an integral part of feminity. What functions are served by the printing of celebrity life stories, the responses of ‘agony aunts’ and romantic fiction?
The investigation of editions from 1962, 1982 and 2009 will focus on whether and how ideologies of feminity have changed during the decades and if there can be detected certain recurring ideological fragments. Does the representation of maternity and Australianess evolve during the decades? In what way do these magazines adjust to changing reader’s needs? Which female ideologies are we facing today?
Table of Contents
1 INTRODUCTION
2 THE AUSTRALIAN WOMEN’S WEEKLY 1962
2.1 THE DOMESTIC SPHERE
2.2 BEAUTY AND THE BODY
2.3 PROGRESSION OF THE SELF
3 THE AUSTRALIAN WOMEN’S WEEKLY 1982
3.1 THE DOMESTIC SPHERE
3.2 BEAUTY AND THE BODY
3.3 PROGRESSION OF THE SELF
4 THE AUSTRALIAN WOMEN’S WEEKLY 2009
4.1 THE DOMESTIC SPHERE
4.2 BEAUTY AND THE BODY
4.3 PROGRESSION OF THE SELF
5 CONCLUSION
Research Objectives and Themes
This essay examines the construction of femininity in "The Australian Women’s Weekly" across three distinct time periods (1962, 1982, 2009) to analyze how ideological representations of women have evolved or persisted over time.
- The role of the domestic sphere as an inherent responsibility of women.
- The link between ideal femininity, physical appearance, and sexuality.
- The construction of the "Self" through inspiration, celebrity stories, and romantic fiction.
- Shifting dynamics in the portrayal of marriage, work, and motherhood.
- The perpetuation of traditional gender myths versus modern, liberal adaptations.
Excerpt from the Book
2.1 The Domestic Sphere
The edition seems to support the idea that “women’s magazines shift the emphasis into the ideology of the family, maternity and domesticity” (Ballaster et al. 144). The singer Lionel Long is pictured with a nameless woman, only titled “his Bride-to-be”, who looks up to him in an admirable manner. The female reader in her role as male serving mother, nurturer and consumer is addressed by a multitude of advertisements for grocery and domestic commodities offering a “quick way to serve your family” and giving “every meal man appeal” (WW 1962 14, 36). Women can ‘cook’ themselves into the heart of men and, what is more, women will even fall in love when given the newest cooking gear: ”Using [it] is the way to his heart…Giving it is the way to hers!” (WW 1962 64). The female reader is encouraged to buy a new sewing machine, new lamps, a better fridge, revolutionary furniture or floor coverings and learns about architecture and gardening (WW 1962 45, 73, 22, 24, 57, 40, 59).
Summary of Chapters
1 INTRODUCTION: This chapter outlines the long history of the magazine and defines the research scope, focusing on the construction of femininity through three key themes: the domestic sphere, beauty, and the self.
2 THE AUSTRALIAN WOMEN’S WEEKLY 1962: This chapter analyzes how the 1962 edition emphasizes the traditional domestic role of women and maternal sacrifice, while simultaneously showcasing a limited exploration of female independence.
3 THE AUSTRALIAN WOMEN’S WEEKLY 1982: This chapter explores the 1982 edition, highlighting a shift towards the "neotraditionalist" and "economic nurturer" ideologies, where women are encouraged to balance professional ambitions with domestic responsibilities.
4 THE AUSTRALIAN WOMEN’S WEEKLY 2009: This chapter discusses the 2009 edition, presenting a modern "Superwoman" ideal who manages a career and home, while noting the continued reliance on traditional gender stereotypes and consumerist beauty standards.
5 CONCLUSION: This chapter summarizes findings, concluding that while the magazine adapts to broader social changes, it persistently reinforces traditional female myths and gendered power structures.
Keywords
Femininity, Australian Women’s Weekly, Domesticity, Motherhood, Gender Ideology, Media Representation, Consumerism, Beauty Standards, Self-Construction, Patriarchy, Women’s Magazines, Empowerment, Traditionalism, Social Myths, Female Identity
Frequently Asked Questions
What is the core focus of this research essay?
The essay investigates how femininity is constructed in "The Australian Women’s Weekly" over the course of nearly 50 years by comparing editions from 1962, 1982, and 2009.
Which thematic fields does the author analyze?
The study centers on three key areas: 'The Domestic Sphere', 'Beauty and the Body', and 'Progression of the Self'.
What is the primary research objective?
The goal is to determine how ideologies of femininity have changed throughout the decades and identify recurring ideological fragments that persist across all three time periods.
What methodology is employed in this research?
The author performs a content analysis of three specific magazine editions, examining articles, advertisements, and fictional stories to identify shifting gender ideologies.
What is covered in the main body of the paper?
The body provides a detailed comparative analysis of each magazine edition, looking at how the magazine addresses women as caretakers, consumers, and professionals while maintaining traditional values.
Which keywords best characterize the work?
Key concepts include femininity, domesticity, media representation, motherhood, and gender ideology.
How does the magazine's portrayal of men change between 1962 and 2009?
The 1962 and 1982 editions often depict men as the "unfathomable other," whereas the 2009 edition presents men more as equal team members and "New Dads" who participate in family life.
What is the "Superwoman" concept identified in the 2009 edition?
It refers to the expectation placed on modern women to successfully juggle motherhood, domestic management, and a professional career without framing these roles as conflicting.
Does the author conclude that the magazine promotes gender equality?
The author concludes that despite some liberal adaptations, the magazine ultimately perpetuates traditional gender myths and serves as a means of upholding societal gender constructions.
- Citation du texte
- Annika Onken (Auteur), 2009, The Construction of Feminity in 'The Australian Women's Weekly' of 1962, 1982 and 2009, Munich, GRIN Verlag, https://www.grin.com/document/137793
