Approach to the imaginary of gender in youth magazines
Abstract
This paper analyzes the gender imaginary on a Chilean magazine for youth in the sixties.
In this decade the youth magazines arise trying to incorporate this generation into the consumption
and were key in the building of the image of young people. By the importance of photographs, the
concept of social imaginary and from a gender perspective, we did a visual analysis about one Chilean
popular magazine’s covers between 1965 and 1970. Following a mixed methodology, the analysis of
the Ritmo’s covers shows a traditional imaginary for young woman and young men which is contrasting
with a changing society in the economic, political and sociocultural dimension. The results set important
aspect of the media inside de cultural industry; they share but also criticize elements of other studies
about gender and media. Finally, we promote the study of the image like a legitimate access to study
the social imaginaries.
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