Constructing Femininity in Women's Magazines: Past and Present (on an Example of the "Krestyanka" Magazine)

In this research, theoretical and empirical study of the constructing femininity in women's magazines on the example of the “Krestyanka” Magazine from 1960 to 1970s, and also from 2005 to 2015s was conducted. Despite the fact that today there are a number of studies devoted to the study of gender issues and the definition of femininity, there are no studies devoted to analysis of the image of a woman, identifying features and prerequisites, as well as determining the influence of women's media, and specifically women's magazines, on its construction. The photographs published in the “Krestyanka” Magazine were analyzed and specific constructs and main characteristics of the representation of femininity were identified . The studied characteristics allowed to trace the changes in ideas about femininity, broadcast by women's magazines. The result of the research was a partial confirmation of the research assumption stated in the introductory part of the work that the fixed set of images of the woman was expanded. Other roles were added to traditional roles, such as, for example, “woman-mother” and “woman-wife”, and new features appeared in traditional ones - emphasized femininity, sexuality, freedom, individualization. The structure of the study is determined by its goals and objectives and consists of an introduction, two chapters, a conclusion and a list of references.