The Media and Consumer Culture: International Women's Magazines and Female Lifestyles in Serbia
The Media and Consumer Culture: International Women's Magazines and Female Lifestyles in Serbia
Student: Maja Vukadinovi
Thesis Advisor: Jaeho Kang
Abstract: This thesis examines the interactions between Serbian female audiences and the local editions of the international women’s magazines Cosmopolitan and Elle. The aim of the research is to investigate whether these magazines inspire women to accept the lifestyles that such publications promote. Online interviews were conducted with a sample of 20 women, who were all members of professional associations in Serbia. These demonstrate that editorials in these magazines inspired women to accept practical advice about lifestyle choices. This study contributes to a better understanding of female audiences and their reading preferences. The experiences of the Serbian women seem to reveal that audiences prefer localized content and information that could have some meanings in their local circumstances.