Part of a development in lifestyle and environmental movements of the early twenty first century
Re-branded consumerism as an ethical movement.
Its reflects feminist movement (authenticity and empowerment) over stereotypes – focus on creativity and quirkiness.
Focus on women as artists, entrepreneurs, athletes and musicians (empowerment)
Absence of focuses on men
Rep of social groups: focuses on culture and the environment – Values
Contrasting from Men’s Health magazine, Oh is an
Independent magazine published by Iceberg Press (small London publisher – 1 other title)
Targets a niche audience
Prints over multiple media forms
THEORISTS:
Hall – the way messages are coded and decoded – Oh codes themes and messages about empowerment for the audience
Van Zoonen – believes the media portray images of stereotypical women and this behaviour reinforces societal views. This magazine breaks this stereotypes by showing female empowerment and therefore, promoting and enforcing these attributes of female behaviour in society.
Gender Prformativity (Butler) – the stylisted repetition of women as empowered and strong leads to these characteristic learnt and encouraged
