“the words and pictures weren’t always trying to sell stuff, didn’t portray perfection, didn’t tell people what to do and made them feel better, not worse.”

first published in 2010 with only 6 issues a year.

the averages age of 27 · 98% female readers ABC1 demographic

 ABC1 – a consumer from one of the three higher social and economic groups, which consist of people who have more education and better-paid jobs than those in other groups:

Challenging social and cultural contexts:

• the woman throughout the magazine are presented in a radicle way it can be argued because they aren’t being sexualised as a way to sell the magazine (Mulvey)
• they are dressed in casual clothing and natural make up
• representation of plus size women with the article from Megan Jane Crabbe
• tires to push the idea that women can work in tech and be CEOs of companies in a patriarchal society.
• takes a radicle stance

Stuart Hall applied: article from Megan Jane Crabbe

dominant readings – agree with what she is saying and understand the importance of her message

negotiated readings – they may understand her message about body image but may have differing views on her argument and may disagree

oppositional readings – may completely disagree with what she is saying and not understand her message and why it is important.