“Oh” (previously Oh Comely) is an independent magazine published by the small company Iceberg press. In contrast to magazines from large corporations like Men’s Health, Oh presents an alternative institutional structure

Oh was created and is owned by a small group of 3 women and as a result is different to larger companies like fox or Conde Nast – they are often owned by powerful people (usually men) with employees under them instead of the workers owning most of their own production, which is the company structure of Oh. This links to the REPRESENTATION of women in mass media – often presented to appeal to the male gaze, like the female presenters of Fox news who, in contrast to the men, are expected to represent and express themselves in a certain way to attract straight male audiences. Oh, on the other hand, represents a form of hegemonic struggle by presenting women in many different ways. Also the lack of men in Oh presents an impression that these women are independent. This shows hegemonic struggle and links to bell hook’s theory by presenting different views of women and encouraging renegotiation of the hegemonic ideas.