‘Oh Comely’ is part of a development in lifestyle and environmental movements of the early twenty first century which re-brand consumerism as an ethical movement.

Is a contrast to Men’s Health magazine

Independent magazine published by Iceberg Press

New technology mean that small companies can also use the internet to communicate and target audiences.

Oh is trying to keeping print popular and relevant.

The key areas of representation suggested by the magazine are to do with gender, primarily femininity

Used to understood in how this affects the representation of men

Oh magazine 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. There is an absence of men in the magazine.

Stuart Hall can be used for representation as a key theorist.

Bell Hooks- feminist who believes that race, class, and sex is involved. Feminism is wanting females to be equal to men however in the 1980’s not all men were considered to be equal.