MASS-MEDIA’S ROLE IN SELF-DEVELOPMENT. GENDER IDEOLOGIES AND DISCOURSE IN COSMOPOLITAN AND MEN’S HEALTH
Keywords:
identity, self-help, self-developmental products, subcultureAbstract
The present paper explores the role of media in shaping ideas about the self with focus on gender ideologies and discourses as manifested in such widely-read magazines as Cosmopolitan and Men’s Health. The study adds a new dimension and focuses on the online editions of Cosmopolitan and Men’s Health, from both United States and United Kingdom and makes comparisons between them. The purpose of the study is to find out how the ideological self of women and men is portrayed in magazines. The significance of this research is meaningful for media scholars, discourse analysts, consumers and psychologists at some degree, as it provides substantial insight into how media represents individuality in their content.
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