Oh is part of a development lifestyle/environmental movements of the early 21st century which re-brand consumerism as an ethical movement
Representation of femininity reflects on the feminist movement which celebrates authenticity and empowerment
Oh allows people to try new things, it’s relatable and not about ‘celebrity gossip’
About 25,000 people read it, average age of readers are 27
This creates an identity for the brand as they are doing something different and showing how women can have different representations and aren’t just objects
Oh can have control over the feminism market as they know how to manufacture consent and they portray what the community wants, shows something different
The Oh magazine is published by Iceberg Press which is an independent media company, this means they will fend for themselves and don’t need other companies to help them with publishing, they wan to stand alone
Also shows how developments in new technology mean small companies can also use the internet to communicate and target audiences
Iceberg’s branding includes a commitment to print over other media forms, new strategies are presented for institutional development and creative working practice, as well as suggesting ways that will keep print popular and relevant to date
The main representations implied by the magazine include gender, primarily femininity but can also be understood in how this affects the representation of men.
Focuses on creativity and quirkiness
Focus is on women as artists, entrepreneurs, athletes and female empowerment is a major theme
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
Theories of representation including Hall, Hall is a cultural theorist and political activist
Oh Comely constructs a lifestyle through its focus on culture and the environment, this analysis would offer the opportunity to question some of the messages and values constructed by the magazine
Feminist theories which includes Bell Hooks (a feminist theory) and Van Zoonen (feminism and patriarchy theory)
Zoonen 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
Theories of gender performativity which includes Butler who is an American philosopher and gender theorist
