Comparison of 1960s and contemporary women's magazines

Comparison of 1960s and contemporary women’s magazines

Themes and Topics

• In the 1960s, women’s magazines mainly focused on home-making, beauty, fashion, and marriage - reflecting the societal expectations of women at the time.
• Contemporary women’s magazines cover a broader range of topics including career advice, political issues, health and fitness, technology, and social activism - mirroring the diverse interests and roles of women in today’s society.

Representation of Women

• Women in the 1960s magazines were mostly depicted as housewives and mothers, and articles were centred around providing them tips and advice on running an efficient household.
• Modern magazines, while they still cover home and lifestyle, include features on successful professional women and offer a platform for powerful women to voice their ideas and opinions - reflecting the shift towards gender equality.

Feminism and Gender Equality

• Feminism was still budding in the 1960s and was less apparent in magazines of the decade. The women’s liberation movement, however, influenced some magazines of the late 60s to start questioning the status quo.
• Contemporary women’s magazines are more inclined towards promoting feminist ideologies, featuring stories on female empowerment and advocating for gender equality.

Beauty Standards

• 1960s women’s magazines generally promoted a narrow standard of beauty: Caucasian, slim, and fashionable women were usually portrayed as the ideal.
• Today’s women’s magazines make an effort to promote diverse beauty standards and body positivity, featuring models of different ages, sizes, and ethnicities.

Visuals and Advertising

• Imagery in the 1960s women’s magazines were often illustrations or posed photographs, with advertisements mainly promoting household and beauty products.
• Present-day women’s magazines utilise high-quality, candid photography and advertisements have diversified, including products and services ranging from tech gadgets to fitness programs to designer fashion.

Digital Adaptation

• 1960s women’s magazines were solely print publications.
• Current women’s magazines have adapted to the digital age, offering online versions, digital subscriptions, and frequently updated social media accounts, reflecting the technological advancements in media consumption.

Language and Tone

• 1960s magazines often used a didactic and instructive tone, providing advice on ‘how to be a better wife/mother/woman.’
• The tone in contemporary women’s magazines is likely to be more conversational and empowering, offering advice but also fostering a sense of community and shared experiences among readers.