- Previously ‘Oh Comely’
- Part of a development in lifestyle/environmental movements of 21st century = re brand consumerism as an ethical movement
- A representation of femininity = feminist movement, celebrates authenticity and empowerment
- An independent magazine by Iceberg Press, a small London publisher (in contrast to men’s health)
- Alternative Institutional structure
- So this is a case study of Iceberg as an independent media company
- New technology means that small companies can use the internet to communicate/target audiences
- It presents new strategies for institutional development and creative working practice
- Iceberg suggests ways for keeping print popular and relevant as it commits to print over other media forms
- Representations of gender mostly femininity but can affect the representation of men
- Comparison with Men’s Health
- Oh – representation of femininity with its focus on creativity and quirkiness
- Focus of women as artists, entrepreneurs, athletes, musicians etc
- Female empowerment = major theme
- The absence of men as part of the representation of masculinity
- Social groups – lifestyle through focus on culture and environment
- Theorists – bell hooks and Van Zoonen
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