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/lp/springer-journals/a-critical-discourse-analysis-of-south-asian-women-s-magazines-readers-s2hGnhi5Le
- Publisher
- Palgrave Macmillan UK
- Copyright
- © The Editor(s) (if applicable) and The Author(s) 2017. The author(s) has/have asserted their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Designs and Patents Act 1988
- ISBN
- 978-1-137-39877-2
- Pages
- 179 –246
- DOI
- 10.1057/978-1-137-39878-9_7
- Publisher site
- See Chapter on Publisher Site
Abstract
[This chapter presents audience responses to the ideological messages regarding beauty and cultural identity promoted in South Asian women’s magazines. Analysis of the data collected from focus group discussions held in Britain and India allows insights into the subject positions adopted by readers and shows how meanings are negotiated. The comparative analysis considers differences in the ways in which the magazines are consumed in each country and also considers the emancipatory potential of magazines for their readers. Although not originally designed as action research, the chapter discusses the value of focus group research as a means to negotiate the tensions between tradition and modernity and East and West. It also explores ways in which research findings can be disseminated to the general public.]
Published: May 7, 2017
Keywords: Audience reception; Effects; Uses and gratifications; Encoding/decoding; Focus groups; Identity; Subject positions; Multivocality; Action research