Cosmopolitan: Krása přichází zvenčí. Analýza magazínu a jeho čtenářů

Mgr. Barbora Dvořáková

Master's thesis

Analysis of Cosmopolitan and readers

Abstract:

Ve své práci jsme se pokusili popsat komunikační strategii exkluzivního ženského magazínu Cosmopolitan a způsob, jakým prezentuje ve svých redakčních textech ženy. Druhou částí projektu byla deskripce sebeobrazu pravidelných čtenářek magazínu a konečně v poslední části jsme se pokusili o komparaci těchto zjištěných poznatků. V empirické části jsme použili metodu obsahové analýzy redakčních textů a testu nedokončených vět a krátkého dotazníku, distribuovaného pravidelným čtenářkám magazínu.

Abstract:

The work aims at catching a representation woman in a exclusively womens magazine Cosmopolitan, self-image of its readers and a comparation of these picture. We analyzed (with content analysis) 656 articles of Cosmopolitan and 76 Sentence-completion test of regular readers. Firstly we targeted the way of displaying of women in the magazine. In the magazine there are women with positive bodily atributes, bodily states, actual psychic states, properties and behavior. These women are mostly aged between twenty one and twenty five, they have university education, hight social status and they are single. Secondly we aimed at picture of regular readers of Cosmopolitan. Discovered, that in the case of readers there are negative bodily atributes, actual psychic states and behavior. However bodily states and properies are positive. Women in our sample are aged between twenty one and twenty five, they have mostly secondary education, low social status and they are singles. In the final part of our work we made comparison between datas of women in the magazine and the readers. We discovered that self-image of readers is markedly worse than that self-image of women in Cosmopolitan. Both, readers even magazines women, claim that career it is not important in thein lifes. The correspondance there are also between trade-marks in magazine and trade-marks which prefers readers. Readers and women in Cosmopolitan are in the same age but magazines women have higher education a higher social status. This is in accordance with theory of identification and theory of social comparison.

Keywords

magazín, ženský, Cosmopolitan, čtenářky, stereotypy, obsahová, analýza

Language used: Czech

Date on which the thesis was submitted / produced: 22. 1. 2007

Thesis defence

• Date of defence: 20. 6. 2006
• Supervisor: PhDr. Jaromír Volek, Ph.D.

Masaryk University

Faculty of Social Studies

Master programme / field:
Media and Communication Studies / Media Studies and Journalism