Women’s Magazines: The Pursuit of Pleasure and Politics
This chapter charts the development of the women’s magazine market in the twentieth century. It argues that while commercial magazines are principally leisure purchases shaped by the expectations of industry and advertisers, they are also spaces where sifting and contested ideas of femininity are worked through. Focusing on two moments of significant social and political change for women, the chapter explores the ways that magazines navigated discourses of feminism and political citizenship alongside familiar tropes of consumer femininity. In the interwar years politicians initially courted newly enfranchised women, and magazines sought to encourage women’s political engagement through a mobilisation of the term 'housewife'. Additionally, an examination of the young women's magazine Honey sheds light on the 1960s and 1970s when both the youth movements and women's liberation came to prominence.