Instagram jako kanał dystrybucji treści kobiecych magazynów wielotematycznych

Abstract

The article addresses the issue of adapting printed women’s press to new conditions of consumption via social media. The subject of the study was women’s multi-subject periodicals and official Instagram profiles related to them. The aim of the study was to determine: whether in view of the above-mentioned magazines, a multi-platform strategy was used, based on the simultaneous operation of a print magazine and an Instagram profile and, based on the content, what role the account plays in the multi-platform distribution of content. For this purpose, the media content analysis method was used. All posts published on the profiles of 10 multi-subject women’s magazines between January 1 and March 31, 2022 were analyzed. Based on the results of the analysis, the author comes to the conclusion that the introduction of a new social distribution channel is not a priority for all discussed sub-segments of women’s press. It was established that the main purpose of the “Świat Kobiety”, “Pani” and “Twój Styl” profiles is to promote other brand channels (the printed issue and the magazine’s website), while the content of the “Glamour”, “Elle”, “Zwierciadło”, “Women’s Health”, “Claudia” and “Olivia” profiles is to contribute to the growth of the account and compete with other Instagram profiles. The article fills the gap related to research on women’s press in the era of platformization of print media. It may be of cognitive value to press experts and new media researchers dealing with the issue of multi-platform strategies.