Research Article
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GENDER, CONSUMPTION AND VALUES IN WOMEN’S LIFE-STYLE MAGAZINES: THE EXAMPLE OF LADIES’ HOME JOURNAL

Year 2022, , 1 - 28, 31.07.2022
https://doi.org/10.53495/e-kiad.1100051

Abstract

The aim of this study is to reveal the course of the relationship between gender, consumption and values that guided American society through advertisements between 1980 and 2005 in the example of Ladies' Home Journal, an American women's lifestyle magazine. For this purpose, a two-stage research was designed. In the first stage, the advertisements, editorial content and total number of pages in the magazine were counted and the advertisements were divided into categories. In the second stage, the advertisements in Ladies' Home Journal were analyzed according to Schwartz Values Scale. At this stage which was carried out with the qualitative analysis method, the previously determined advertisement categories were analyzed according to the Schwartz Value Scale: four higher order values, ten basic values and fifty-six lower order values. The most common value in Ladies' Home Journal issues in the twenty-five-year period is the value of "openness to change". This higher order value’s frequency, which was highest in 1980, started to decline after 2000 and the value of conservatism began to rise. The basic values most often found in Ladies’ Home Journal’s advertisements between 1980 and 2005 were hedonism, stimulation, and self-direction.

Supporting Institution

TÜBİTAK

Project Number

2219 2018/1. DÖNEM BURSİYERİ

Thanks

Bu araştırmada destekleri için TÜBİTAK'a teşekkür ederim.

References

  • Attwood, F. (2005). Inside out: Men on the home front. Journal of Consumer Culture 5, (1): 87-107.
  • Barnea, M. F. & S. Schwartz (1998). Values and Voting. Political Psychology, 19 (1),17-40.
  • Baudrillard, J. (2010). Tüketim Toplumu, Çev. H. Deliceçaylı ve F. Keskin, İstanbul: Ayrıntı Yayınevi.
  • Blakemore, E. (2018). When Angry Women Staged a Sit-In at the Ladies Home Journal. https://www.history.com/news/women-feminist-protest-ladies-home-journal Access date May 17. 2019.
  • Cai, Y., & Shannon, R. (2012). Emerald Article:Personal Values and Mall Shopping Behaviour:The Mediating Role of Intention among Chinese Consumers". International Journal of Retail and Distribution Management, 40(4), 290-318.
  • Corsiglia, R. B (1971). "A content analysis of three women's magazines from 1960 to 1970" Retrospective Theses and Dissertations. 316. https://lib.dr.iastate.edu/rtd/316.
  • Damon-Moore, H. (1994). Magazines for the Millions: Gender and Commerce in the Ladies'Home Journal and the Saturday Evening Post, 1880-1910. State University of New York Press: New York.
  • De Mooji, M. (2013). Global Marketing and Advertising: Understanding Cultural Paradoxes,4th ed., Sage Publications, Thousand Oaks, CA.
  • Douglas, M. & B. Isherwood (1999). Tüketimin Antropolojisi, Ankara, Turkey: Dost Kitabevi.
  • Filene, F. G. (1975). Him/Her/Self. Sex Roles in Modern America. New York: Harcourt.
  • Forehand, M. R., & R. Deshpandé (2001), “What We See Makes Us Who We Are: Priming Ethnic Self-Awareness and Advertising Response,” Journal of Marketing Research, 38(3),336-48.
  • Friedan, B. (1983). The Feminine Mystique. New York:Dell.
  • Glass, L. (1998). American Toward a Politics of Consumption Reviewed Work(s): The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s by Ellen Gruber Garvey; Inarticulate Longings: The Ladies' Home Journal, Gender, and the Promises of Consumer Culture by Jennifer Scanlon Review, American Quarterly, 50, (2), 406-414.
  • Goulding, C. & Saren M. (2009). Performing identity: an analysis of gender expressions at the Whitby goth festival, Consumption, Markets and Culture, 12 (1),27-46.
  • Grunert, S.C.,& Juhl, H.J., (1995). Values, Environmental Attitudes, and Buying of Organic Foods. Journal of Economic Psychology, No.16. (1), 27-46.
  • Hirschman, E. C. (1988). The Ideology of consumption: A structural-syntactical analysis of “Dallas” and “Dynasty”. Journal of Consumer Research, 15 (3), 344–59.
  • Hitlin, S.& Piliavin J. A. (2004). Values: Reviving a Dormant Concept, Annual Review of Sociology, Volume 30, 359-393.
  • Hogg, M. M. & Garrow, J. (2003). Gender Identity and the Consumption of Advertising, An International Journal of Marketing, 6 (3):160-174.
  • Hofstede, G. (1991). Culture and Organizations: Software Of The Mind, USA: McGraw-Hill.
  • Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York John Wiley & Sons Inc:467-487.
  • Mitchel ,V.-W., & Walsh, G.(2004). Gender Differences in German Consumer Decision-Making Styles. Journal of Consumer Behavior, 3,331–346. doi:10.1002/cb.146.
  • Inglehart, R. (1997). Modernization and Postmodernization: Cultural, Economic and Political Change in 43 Countries. Princeton: Princeton University Press.
  • Petersen, T (1956). Magazines in Twentieth Century. Urbana:The University of Illinois Press.
  • Quantcast. (2009). Quantcast Audience Prole. Retrieved 14 December 2009:http://quantcast.com
  • Ritson, M. & Elliot, R. (1999). The Social Uses of Advertising: An Etnographic Study on Adolescent Advertising, Audiences, Journal of Consumer Research, 26 (3),260-270.
  • Rokeach, M. (1973). The Nature of Human Values. New York: Free Press.
  • Scanlon, J (1995). Inarticulate Longings: The Ladies' Home Journal, Gender, and the Promises of Consumer Culture. New York: Routledge.
  • Scharff, V (1991). Taking the Wheel Women and the Coming of the Motor Age (Albuquerque, NM: University of New Mexico.
  • Schwartz, S. H. (1992). Universals in The Content And Structure Of Values: Theoretical Advances and Empirical Tests in 20 Countries. M. Zanna (Ed.). Advances in Experimental Social Psychology (pp. 1-65). New York:Academic Press.
  • Schwartz, S. H. (1994). Are The Universal Aspects in the Structure and Content of Human Values. Journal for Social Issues, 50 (4),19-45.
  • Schwartz S. H. (1996). Value priorities and behavior: Applying a theory of integrated value systems, Ed. C. Seligman, J. M. Olson, & M. P. Zanna, The psychology of values: The Ontario symposium, içinde Mahwah, NJ: Lawrence Erlbaum Associates, 8:(1),1-24.
  • Schwartz, S. H. & Bilsky, W. (1987). Toward a universal psychological structure of human values, Journal of Personality and Social Psychology, 53,550- 562.
  • Schwartz, S. H., & Bardi, A. (2001). Value Hierarchies Across Cultures: Taking a Similarities Perspective. Journal of Cross-Cultural Psychology, 32,268–290.
  • Schwartz, S. H. (2012). An Overview of the Schwartz Theory of Basic Values. Online Readings. in Psychology and Culture, 2 (1),1-20
  • Snyder, B. D. (1998). Confidence women: Constructing female culture and community in" Just Amo ng Ourselves" and the Ladies' Home Journal. American Transcendental Quarterly, 4, 311-325.
  • Stansell, C. ‘2010). The Feminist Promise: 1792 to the Present, New York: Modern Library.
  • Tan, M. (2011). The Role of Perceived Consumer Effectiveness on Value-Attitude-BehaviourModel in Green Buying Behaviour Context, Australian Journal of Basic and Applied Sciences, 5 (12),1766-1771.
  • Thogersen, J.,&Grunert-Beckmann, S.C., (1997). Values and Attitude Formation TowardsEmerging Attitude Objects: From Recycling to General, Waste Minimising Behavior, Advances in Consumer Research Volume 24,182-189.
  • Thogersen, J.,&Ölander, F., (2002). Human Values and the Emergence of a Sustainable consumption Pattern: A Panel Study, Journal of Economic Psyhology, 23 (5), 605-630.
  • Vaughn, S. (2008). Encyclopedia of American Journalism. New York: Routledge.
  • Vigorito, A. J.,& T. J. Curry (1998.) Marketing masculinity: Gender identity andpopular magazines. Sex Roles 39 (1/2),135–52.
  • The 1980s https://www.history.com/topics/1980s/1980s accessed October 5, 2019.
  • The State of Women in America :A 50-State Analysis of How Women Are Faring Across the Nation (https://www.americanprogress.org/issues/women/reports/2013/09/25/74836/the-state-of-women-in-america/) accessed date 05.10.2019. (https://adage.com/article/media/ladies-home-journal-fold-131-years-print/292839).acsessed date 03.052019. (https://www.theguardian.com/media/2014/apr/24/ladies-home-journal-ending-regular-publication-130-years) accessed date 11.04.2019.

GENDER, CONSUMPTION AND VALUES IN WOMEN’S LIFE-STYLE MAGAZINES: THE EXAMPLE OF LADIES’ HOME JOURNAL

Year 2022, , 1 - 28, 31.07.2022
https://doi.org/10.53495/e-kiad.1100051

Abstract

The aim of this study is to reveal the course of the relationship between gender, consumption and values that guided American society through advertisements between 1980 and 2005 in the example of Ladies' Home Journal, an American women's lifestyle magazine. For this purpose, a two-stage research was designed. In the first stage, the advertisements, editorial content and total number of pages in the magazine were counted and the advertisements were divided into categories. In the second stage, the advertisements in Ladies' Home Journal were analyzed according to Schwartz Values Scale. At this stage which was carried out with the qualitative analysis method, the previously determined advertisement categories were analyzed according to the Schwartz Value Scale: four higher order values, ten basic values and fifty-six lower order values. The most common value in Ladies' Home Journal issues in the twenty-five-year period is the value of "openness to change". This higher order value’s frequency, which was highest in 1980, started to decline after 2000 and the value of conservatism began to rise. The basic values most often found in Ladies’ Home Journal’s advertisements between 1980 and 2005 were hedonism, stimulation, and self-direction.

Project Number

2219 2018/1. DÖNEM BURSİYERİ

References

  • Attwood, F. (2005). Inside out: Men on the home front. Journal of Consumer Culture 5, (1): 87-107.
  • Barnea, M. F. & S. Schwartz (1998). Values and Voting. Political Psychology, 19 (1),17-40.
  • Baudrillard, J. (2010). Tüketim Toplumu, Çev. H. Deliceçaylı ve F. Keskin, İstanbul: Ayrıntı Yayınevi.
  • Blakemore, E. (2018). When Angry Women Staged a Sit-In at the Ladies Home Journal. https://www.history.com/news/women-feminist-protest-ladies-home-journal Access date May 17. 2019.
  • Cai, Y., & Shannon, R. (2012). Emerald Article:Personal Values and Mall Shopping Behaviour:The Mediating Role of Intention among Chinese Consumers". International Journal of Retail and Distribution Management, 40(4), 290-318.
  • Corsiglia, R. B (1971). "A content analysis of three women's magazines from 1960 to 1970" Retrospective Theses and Dissertations. 316. https://lib.dr.iastate.edu/rtd/316.
  • Damon-Moore, H. (1994). Magazines for the Millions: Gender and Commerce in the Ladies'Home Journal and the Saturday Evening Post, 1880-1910. State University of New York Press: New York.
  • De Mooji, M. (2013). Global Marketing and Advertising: Understanding Cultural Paradoxes,4th ed., Sage Publications, Thousand Oaks, CA.
  • Douglas, M. & B. Isherwood (1999). Tüketimin Antropolojisi, Ankara, Turkey: Dost Kitabevi.
  • Filene, F. G. (1975). Him/Her/Self. Sex Roles in Modern America. New York: Harcourt.
  • Forehand, M. R., & R. Deshpandé (2001), “What We See Makes Us Who We Are: Priming Ethnic Self-Awareness and Advertising Response,” Journal of Marketing Research, 38(3),336-48.
  • Friedan, B. (1983). The Feminine Mystique. New York:Dell.
  • Glass, L. (1998). American Toward a Politics of Consumption Reviewed Work(s): The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s by Ellen Gruber Garvey; Inarticulate Longings: The Ladies' Home Journal, Gender, and the Promises of Consumer Culture by Jennifer Scanlon Review, American Quarterly, 50, (2), 406-414.
  • Goulding, C. & Saren M. (2009). Performing identity: an analysis of gender expressions at the Whitby goth festival, Consumption, Markets and Culture, 12 (1),27-46.
  • Grunert, S.C.,& Juhl, H.J., (1995). Values, Environmental Attitudes, and Buying of Organic Foods. Journal of Economic Psychology, No.16. (1), 27-46.
  • Hirschman, E. C. (1988). The Ideology of consumption: A structural-syntactical analysis of “Dallas” and “Dynasty”. Journal of Consumer Research, 15 (3), 344–59.
  • Hitlin, S.& Piliavin J. A. (2004). Values: Reviving a Dormant Concept, Annual Review of Sociology, Volume 30, 359-393.
  • Hogg, M. M. & Garrow, J. (2003). Gender Identity and the Consumption of Advertising, An International Journal of Marketing, 6 (3):160-174.
  • Hofstede, G. (1991). Culture and Organizations: Software Of The Mind, USA: McGraw-Hill.
  • Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior, New York John Wiley & Sons Inc:467-487.
  • Mitchel ,V.-W., & Walsh, G.(2004). Gender Differences in German Consumer Decision-Making Styles. Journal of Consumer Behavior, 3,331–346. doi:10.1002/cb.146.
  • Inglehart, R. (1997). Modernization and Postmodernization: Cultural, Economic and Political Change in 43 Countries. Princeton: Princeton University Press.
  • Petersen, T (1956). Magazines in Twentieth Century. Urbana:The University of Illinois Press.
  • Quantcast. (2009). Quantcast Audience Prole. Retrieved 14 December 2009:http://quantcast.com
  • Ritson, M. & Elliot, R. (1999). The Social Uses of Advertising: An Etnographic Study on Adolescent Advertising, Audiences, Journal of Consumer Research, 26 (3),260-270.
  • Rokeach, M. (1973). The Nature of Human Values. New York: Free Press.
  • Scanlon, J (1995). Inarticulate Longings: The Ladies' Home Journal, Gender, and the Promises of Consumer Culture. New York: Routledge.
  • Scharff, V (1991). Taking the Wheel Women and the Coming of the Motor Age (Albuquerque, NM: University of New Mexico.
  • Schwartz, S. H. (1992). Universals in The Content And Structure Of Values: Theoretical Advances and Empirical Tests in 20 Countries. M. Zanna (Ed.). Advances in Experimental Social Psychology (pp. 1-65). New York:Academic Press.
  • Schwartz, S. H. (1994). Are The Universal Aspects in the Structure and Content of Human Values. Journal for Social Issues, 50 (4),19-45.
  • Schwartz S. H. (1996). Value priorities and behavior: Applying a theory of integrated value systems, Ed. C. Seligman, J. M. Olson, & M. P. Zanna, The psychology of values: The Ontario symposium, içinde Mahwah, NJ: Lawrence Erlbaum Associates, 8:(1),1-24.
  • Schwartz, S. H. & Bilsky, W. (1987). Toward a universal psychological structure of human values, Journal of Personality and Social Psychology, 53,550- 562.
  • Schwartz, S. H., & Bardi, A. (2001). Value Hierarchies Across Cultures: Taking a Similarities Perspective. Journal of Cross-Cultural Psychology, 32,268–290.
  • Schwartz, S. H. (2012). An Overview of the Schwartz Theory of Basic Values. Online Readings. in Psychology and Culture, 2 (1),1-20
  • Snyder, B. D. (1998). Confidence women: Constructing female culture and community in" Just Amo ng Ourselves" and the Ladies' Home Journal. American Transcendental Quarterly, 4, 311-325.
  • Stansell, C. ‘2010). The Feminist Promise: 1792 to the Present, New York: Modern Library.
  • Tan, M. (2011). The Role of Perceived Consumer Effectiveness on Value-Attitude-BehaviourModel in Green Buying Behaviour Context, Australian Journal of Basic and Applied Sciences, 5 (12),1766-1771.
  • Thogersen, J.,&Grunert-Beckmann, S.C., (1997). Values and Attitude Formation TowardsEmerging Attitude Objects: From Recycling to General, Waste Minimising Behavior, Advances in Consumer Research Volume 24,182-189.
  • Thogersen, J.,&Ölander, F., (2002). Human Values and the Emergence of a Sustainable consumption Pattern: A Panel Study, Journal of Economic Psyhology, 23 (5), 605-630.
  • Vaughn, S. (2008). Encyclopedia of American Journalism. New York: Routledge.
  • Vigorito, A. J.,& T. J. Curry (1998.) Marketing masculinity: Gender identity andpopular magazines. Sex Roles 39 (1/2),135–52.
  • The 1980s https://www.history.com/topics/1980s/1980s accessed October 5, 2019.
  • The State of Women in America :A 50-State Analysis of How Women Are Faring Across the Nation (https://www.americanprogress.org/issues/women/reports/2013/09/25/74836/the-state-of-women-in-america/) accessed date 05.10.2019. (https://adage.com/article/media/ladies-home-journal-fold-131-years-print/292839).acsessed date 03.052019. (https://www.theguardian.com/media/2014/apr/24/ladies-home-journal-ending-regular-publication-130-years) accessed date 11.04.2019.
There are 43 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Şahinde Yavuz 0000-0002-8592-3327

Project Number 2219 2018/1. DÖNEM BURSİYERİ
Publication Date July 31, 2022
Submission Date May 16, 2022
Acceptance Date July 20, 2022
Published in Issue Year 2022

Cite

APA Yavuz, Ş. (2022). GENDER, CONSUMPTION AND VALUES IN WOMEN’S LIFE-STYLE MAGAZINES: THE EXAMPLE OF LADIES’ HOME JOURNAL. Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 12(1), 1-28. https://doi.org/10.53495/e-kiad.1100051