Influencing Eve and Jackie: A comparative analysis of feminist influences in girls’ magazines and comics of the first and second wave feminist periods

Abstract

Reports the result of research analysing and comparing the influence of feminism on first and second wave girls’ magazines. The two waves of feminism are defined as 1880–1918 and 1960–1975. An overview of the feminist context is given along with a brief history of girls’ magazines of both periods. Focusing on the fictional stories and factual articles and features published in the magazines, content analysis is used to analyse the extent to which the feminist ideologies and thought of the two periods had an impact on the material published. The findings of the analysis revealed considerable evidence to suggest that the first wave magazines were influenced by feminism, particularly in fiction that centred on stories about independent working girls and adventure, and features on education and careers. The second wave magazines provided no evidence of feminism but rather promoted traditional gender stereotypes, particularly the idea that a girl must find a boyfriend. The reasons for the contrast between the two waves are discussed. It is suggested that trends in education and the publishers’ agendas were key factors affecting the inclusion of feminist ideas in girls’ magazines.