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Sarah Bishop Paper 2 Overview: Content Analysis CMC 100 11-1-10

Sarah Bishop Paper 2 Overview: Content Analysis CMC 100 11-1-10. Teenage Identity through commodities Magazines: Seventeen, Fitness, and Juicy. Thesis:.

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Sarah Bishop Paper 2 Overview: Content Analysis CMC 100 11-1-10

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  1. Sarah BishopPaper 2 Overview: Content Analysis CMC 100 11-1-10 Teenage Identity through commodities Magazines: Seventeen, Fitness, and Juicy

  2. Thesis: • Content analysis of textual readings in October 2010 issue of Seventeen, October 2010 issue of Fitness, and winter edition of Juicy. • I argue that Teenage identity is formed through commodities, specifically by discussing teenage subcultures, gender and sexualization, and signifiers of an aspirant class. • I will convey the methods of magazines in marketing teenage girls of different diversities.

  3. Method and Evidence, theme 1: Teenage Subcultures • Seventeen: Targets white female teens. • 68.3% exclusively white. 15.8% racially ambiguous. • 17.1% include at least one non-white (black) person. Most people in group ads are white. Most common product: beauty products (makeup) • Juicy: Targets black female teens. 90.9% are exclusively black. 9.1 percent include more than one race. Most people in group ads are black • Most common product: hair products • Fitness: Targets white, athletic female teens. 81.5% are exclusively white. 3.7 percent are all black. Most people in group ads are white • 7.4% are mixed (Blacks and whites) 7.4% are Asian. • Most common products: Shoes. On-the-go products. Most diverse group of products. • In General: Minorities seem to be “thrown in” for good measure. • In General: Visual treatment and placement in ads is consistent with whites • In General: Magazines focus on appearance-based commodities…appeals to female teenagers universally.

  4. Method and Evidence, theme 2: Gender and Sexualization • Seventeen: 89.1% of advertisements have at least one person in them. Majority (66.6%) have just one girl in advertisement. 10.6% of advertisements with people show both girls and guys. Every advertisement with a person in it has at least one girl (no advertisements just have boys in them). 59.2% of the women in the advertisements are sexualized (heavy makeup, open mouth, possible nudity). • Juicy: 64.7% have at least one person in the advertisement. 72.7% of those have just one girl. One all-male advertisement, no boy/girl mixed advertisements. 63.6% of characters are sexualized (low cut tops, bare shoulders). • Fitness: 58.7% of the advertisements have at least one person in them. 74.1 have just 1 girl. Children seen in advertisements for the first time (11.1%). 48.1% of women are sexualized (may be naked, girls in swimsuits and spandex). • In General: 44.3% making eye contact (most intense in Seventeen) \

  5. Method and Evidence, theme 3; Aspirant Class • In general: magazines seem to target those who aspire to be members of the middle and upper classes. Showing celebrities is a signifier of wealth and class • Seventeen: 19.1% of advertisements show celebrities. Britney Spears and Selena Gomez. Non-celebrities still beautiful models. • Juicy: 17.6% show celebrities. Melanie Fiona • Fitness: 4.3% show celebrities. Serena Williams. Most “average” characters. • In General: Copy serves as an indicator of wealth, as many advertised products are expensive. Juicy-$10,950 watch. • In General: Women shown in nice clothes and jewelry, and always look clean. Appearance is big indicator, because women are not shown with their material possessions (the reader does not see anyone’s house, car, etc.)

  6. Conclusion: Women should be aware of how these commodities can influence identity and recognize that there are many more products available than those repeated in magazines. Women should establish an identity not based on commodities.

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