When you think of Cosmopolitan magazine, what is the first thing that you think of? Women, magazine, sex, beauty and fashion might be some keywords that one might think of.
Cosmopolitan magazine was established in 1886 by Schlicht & Field Company in the United States as a family magazine that catered to the interests of family life. As time progressed, the magazine transitioned into a literary magazine. During the 1960’s Helen Gurley Brown became the first female editor of the magazine. Brown influenced the focus of the magazine, hence catering it to the needs of young women. Today, Cosmopolitan or Cosmo is a women’s magazine that focuses on topics such as, sex, relationship advice, beauty, fashion, health and careers.
The transformation of this magazine was criticized at first considering that it broke cultural norms. The social construction at that time for women advocated them to fit a certain description in society and this magazine sexually liberated women and covered controversial topics such birth control and premarital sex. The rhetoric behind Cosmo influenced women to express themselves and enhance their knowledge about certain topics that might potentially impact them such as the use of birth control. This magazine has enabled women to break the stereotypes that they had at that time and it allows them to analyze the subjects that are covered and apply it to their lives. In conclusion, this magazine has emancipated women to express themselves to the extent that was once frowned upon.
I am also very surprised by Cosmo being a family life magazine. Cosmo is definitely NOT a magazine aimed at families and I think it is interesting that we are learning about how society can develop a signifier for a certain sign and that over time (as we see with Cosmo) it can be changed into something completely different. Almost like the signified can be transformed by society and different signifiers are then placed with the new meaning.
ReplyDelete