Doctoral Degrees (Journalism)

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Browsing Doctoral Degrees (Journalism) by Author "Rossouw, Elna"

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    Making sense of the message: An analysis of the editor’s letter in three archetypal South African women’s magazines at the start of the 21st century
    (Stellenbosch : Stellenbosch University, 2021-12) Rossouw, Elna; Rabe, Lizette; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism.
    ENGLISH ABSTRACT: The notion of a magazine as “social barometer” in a particular era is widely acknowledged. Moreover, it is argued that women’s magazines especially provide essential information about society and cultures, including in the “messages” conveyed in the editors’ letters to their respective audiences. Since South Africa’s democratisation, the political and socio-economic contexts in the country have changed noticeably, and the euphoria associated with the naissance of democracy has dissipated. This study sets out to determine the “message” in the editors’ letter of three archetypal South African women’s magazines during the first 17 years of the 21st century. It is situated within Production-Based Research on women’s magazines, while Critical Political Economy (CPE), advancing to Contemporary Political Economy, and Feminism were utilised as the theoretical points of departure. These paradigms offer an all-inclusive analysis of the “message” in the editors’ letters in the three “alpha” women’s magazines studied. As such, the study attempts to “make sense of the message” in SARIE, FAIRLADY and TRUELOVE – the selected magazines. Historiography as research method is applied to give context to South African magazine studies. This is followed by Qualitative Content Analysis (QCA) – employing ATLAS.ti® as a software package – to determine how the editors’ letters reflect on the political and socio-economic contexts in South Africa. Historiography confirmed the powerful relationship between magazines and societies, and the concept of the magazine as “social barometer”. It corroborated that magazines mirror society, and vice versa. The QCA deduced that the origin and development of the three magazines were set against their specific ideological views and market-driven ideals in response to political and socio-economic contexts. Thus, in “making sense of the message” in these magazines, I infer that these magazines reflect the political and socio-economic issues of a young, democratic society and thereby are “social barometers” of their time. The study confirms the statement by Jane Raphaely, doyenne of South African women’s magazines, that women’s magazines gave “women in South Africa a significant soapbox with a huge sound system that allowed even the softest voice to reverberate as a very loud shout”. It can be concluded that this study proves the importance of media content, and specifically the editor’s letter of a women’s magazine, as a powerful instrument to persuade, inspire and inform the audience, proving that a magazine, through the voice or “message” of the editor, acts as “social barometer” of its time.