1. Women’s Magazines
MIT3214

2. Technologies of the Self
Michel Foucault/Disciplinary Power
Discourse/Power/the Subject
Production of Knowledge
Disciplinary techniques
how we become self-regulating subjects
private selves
22/04/2017

3. Governmentality/Technologies of Self
Neoliberalism
Expert Advice and Individual Freedom (Technologies of Freedom)
N. Rose
Women’s magazines as “cultural technologies”

4. Dr. Phil/Technologies of Self
Self-work/Self-Management
Formula/Technique/Strategy
Personal Accountability Techniques
“Lifestyle Audit”
“Life Laws”/“Life Manager”

5. Enterprising Self Externally “Managed Self” “Enterprising Self”
flight attendant uniform
external managerial control
Physical appearance, behavior, attire monitored, regulated by company
“Enterprising Self”
business executive: self-selected attire
22/04/2017

6. Enterprising Self Technical system for managing the self
Dress manuals: “Molloy’s”
Image consultants; “wardrobe engineering”
Not genuine freedom
regime of self-management
22/04/2017

7. Cosmo/Disciplinary Power
Pleasure/Techniques/Work
Sex Advice (Instruction?)
“invasion of play by the rhetoric of achievement”
Attraction/Efficiency/Rationality
manual for heterosexual attractiveness/sociability/sexual relations
22/04/2017

8. Discourse: Effects of Representation (Kilbourne)
Manufactured body
Segmented body
Self-objectification/Male Objectification
22/04/2017

9. McCracken –Decoding Women’s Magazines
Covert Advertising
techniques/themes linking editorial material to purchased advertising
integrated system
Ads as natural extension of editorial content
22/04/2017

10. McCracken –Decoding Women’s Magazines
Covert Advertising
“Naturalize” Consumption
Reification: products as solutions to social problems
strategies for “beautifying” self, optimizing behaviour
22/04/2017

11. Covert Advertising: Placement
adjacency
C makeup ads w/ beauty stories
C Advertisers request favorable placement, beside specific ed. copy, in some cases
22/04/2017

12. Covert Ad: Editorial Tie-in
Running shoe ads followed by “10 easy steps to a good work-out” story
thematic tie-in
celebrities: ed/ad same issue
“how buy car” story as as tie-in for current/potential car advertisers
22/04/2017

13. Covert Advertising: Relay texts/devices
Physically: article continues in back pages
Colour: facing page ed./ad colour links
Visual impression of ed/ad integration
Shared idiom of ad/ed
‘turn on the lights in your hair’
22/04/2017

14. Covert Advertising: Melding Formats
C advertorials –deception, look like editorial
C editorial in ad-like form
C naturalize discourse of advertising
22/04/2017

15. Covert Advertising: Brand Reciprocity
showcase brands/ads in suitable ed. environment
cosmetics beyond make-up ads: but fashion, advice columns, etc.
Editors recommending products/ “ask the editors”
22/04/2017

16. Covert: Ideology of Advice
Create new needs, amplify existing ones
assumed objectivity
Products as solutions
Personal inadequacy
Makeover feature (ordinary to glamorous)
Consumption as solution to personal/social problems (Reification)
22/04/2017

17. Covert Advertising: Ideology of Information
“Cult of the New”
Introduce new products/services
Render old obsolete/ old-fashioned
22/04/2017