Oh (previously 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.

Their focus is on women as artists, entrepreneurs, athletes and female empowerment is a major theme. The absence of men as a part of the representation of masculinity in Oh, shows how women don’t need men and they can stand alone.

Van Zoonen (a feminism and patriarchy theorist) believes the media portray images of stereotypical women and this behaviour reinforces societal views. The media does this as they believe it reflects dominant social values and male producers are influenced by this. However, Oh opposes this viewpoint.

Oh’s content is more relatable to “normal people”, instead of “celebrity gossip”. It has about 25 thousands readers and their average age is 27.

Oh Comely is an independent magazine published by Iceberg Press, a small London publisher which publishes only one other title. Iceberg Press do everything themselves (production, distribution). This shows how the advancements in technology has allowed smaller companies to enter the market.

Alternative media is, typically in developed countries, media that is alternatives to the business or government-owned mass media. They argue that mainstream media is biased.