Righting Women in the 1960s: Gender, Power and Conservatism in the Pages of The New Guard

McEneaney, Sinead (2016). Righting Women in the 1960s: Gender, Power and Conservatism in the Pages of The New Guard. In: Ritchie, Rachel; Hawkins, Sue; Phillips, Nicola and Kleinberg, S. Jay eds. Women in Magazines: Research, Representation, Production and Consumption. Routledge Research in Gender and History. Routledge, pp. 92–103.

URL: https://www.routledge.com/Women-in-Magazines-Resea...

Abstract

This chapter seeks to offer a re-evaluation of Honey focusing on its launch and development in the 1960s. During this time, the magazine evolved a distinct editorial style and innovative approach to branding which helped to establish the new genre of young women's fashion magazines as a major force within the British magazine market. The chapter focuses on fashion that enabled Honey to carve out a distinctly new image of youthful femininity that resonated with readers. It addresses three specific concerns relating to the making of this new youthful magazine. First it locates the emergence of Honey within the contemporary discourses of marketing and consumer capitalism as characterised by Mark Abrams' The Teenage Consumer and contemporary trade accounts. The chapter argues that Honey constitutes an important figure in the wider historical and critical landscape of women's magazines scholarship, marking out the beginning of a new and distinctive format for young women's titles and commercially mediated constructions of young fashionable femininity.

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