Stereotipi ženske ljepote u časopisima Cosmopolitan i Story

master's thesis

• Title (english): Female beauty stereotypes in Cosmopolitan and Story magazines
• Author: Marija Bionda
• Mentor: Danijel Labaš (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Središnja su tema ovoga rada stereotipi o ženskoj ljepoti prikazani u časopisima
namijenjenim ženama. Rad se sastoji od teorijskog dijela u kojem su predstavljene temeljne
postavke mita o ljepoti, ustaljeni „mehanizmi“ kojima se takozvani ženski časopisi koriste prilikom
prenošenja stereotipa o ženskoj ljepoti, uz kratak pregled tumačenja ljepote kroz različita razdoblja
ljudske povijesti. Analiza je pokazala kako ne postoji univerzalna definicija ljepote te da se
percepcija ženske ljepote oduvijek mijenjala, ovisno o različitim društvenim promjenama, odnosno
razdobljima i prostorima. Časopisi namijenjeni ženama imaju ulogu u percepciji vlastite ljepote
kod žena, ali je važno naglasiti da oni nisu jedini čimbenik.
Drugi, istraživački dio rada, objedinjuje kvalitativnu analizu časopisa Cosmopolitan i Story
te kvantitativno istraživanje provedeno na studenticama Edukacijsko-rehabilitacijskog fakulteta,
Filozofskog fakulteta te Fakulteta hrvatskih studija Sveučilišta u Zagrebu. Studentice tih triju
fakulteta odabrane su kao predstavnice žena koje se obrazuju u području društvenih i humanističkih
znanosti. Analiza časopisa pokazala je sadržajne razlike te one u „mehanizmima“ djelovanja među
časopisima. Cosmopolitan je tako istaknutiji po kontradikcijama u sadržaju i izravnom obraćanju i
povezivanju sa svojim čitateljicama, a časopis Story karakterizira izvještavanje o ljepoti uglavnom
kroz živote poznatih osoba. Provedeno je kvantitativno istraživanje pokazalo da studentice u
pravilu rijetko čitaju ženske časopise i to iz različitih razloga. Među značajnijim odgovorima
isticali su se oni da oni negativno utječu na njihovo mentalno zdravlje, percepciju vlastitog fizičkog
izgleda i samopouzdanje.

Abstract (english)

The main topic of this paper are female beauty stereotypes presented in magazines intended
for women. The paper consists of a theoretical part that presents the fundamental settings of the
beauty myth, the established „mechanisms“ used in so-called women's magazines to convey
stereotypes about female beauty, with a brief overview of the interpretation of beauty through
different periods of human history. The analysis showed that there is no universal definition of
beauty and that the perception of female beauty is always changing, depending on various social
changes, periods, and places. Magazines intended for women certainly play a role in women’s selfperception of their beauty, but it is important to emphasize that they are not the only factor.
The second, research part of the paper, combines qualitative analysis of the magazines
Cosmopolitan and Story, as well as quantitative research conducted on female students of the
Faculty of Education and Rehabilitation Sciences, Faculty of Humanities and Social Sciences, and
Faculty of Croatian Studies of the University of Zagreb. Students of these three faculties were
chosen as representatives of women educating in fields of social sciences and humanities. The
analysis of the magazines showed the differences between them in the means of content, as well as
„mechanisms“ used by them. Magazine Cosmopolitan was more prominent in terms of
contradictions and direct addressing and connecting with its readers, whereas magazine Story was
characterized by reporting on beauty mostly through the lives of celebrities. The quantitative study
showed that female students, as a rule, rarely read women's magazines due to various reasons.
Some of the more significant ones were negative effects on their mental health, perception of their
physical appearance, as well as self-confidence.

• Keywords: stereotipi; ljepota; žene; mediji; ženski časopisi; Cosmopolitan; Story
• Keywords (english): stereotypes; beauty; women; media; women's magazines; Cosmopolitan; Story
• Language: croatian
• URN:NBN: urn:nbn:hr:111:429094
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-11-08 12:23:21