Oh Comely is part of a development in lifestyle and environmental movements of the early twenty first century which rebrand consumerism as an ethical movement. Its representation of femininity reflects an aspect of the feminist movement which celebrates authenticity and empowerment

In contrast to Men’s Health magazine, Oh Comely is an independent magazine published by Iceberg Press, a small London publisher which publishes only one other title. 

• So this is a case study of Iceberg as an independent media company. 
• Which shows how developments in new technology mean that small companies can also use the internet to communicate and target audiences. 
• Presenting new strategies for institutional development and creative working practice. As well as suggesting ways for keeping print popular and relevant – Iceberg’s branding includes a commitment to print over other media forms.

• Oh Comely constructs a representation of femininity with its focus on creativity and quirkiness. 
• The focus is on women as artists, entrepreneurs, athletes and musicians and female empowerment is a major theme. 
• The absence of men as part of the representation of masculinity in Oh Comely magazine. 
• Representation of social groups: Oh Comely constructs a lifestyle through its focus on culture and the environment. This analysis would offer the opportunity to question some of the messages and values constructed by the magazine. 
• Theories of representation including Hall 
• Feminist theories including bell hooks and Van Zoonen 
• Theories of gender performativity including Butler 

• Therefore it is possible to apply feminist critical thinking to this CSP for example theories of representation including
  • Hall
  • bell hooks
  • Van Zoonen
  • gender performativity – Butler