Multiple femininities in two Russian women’s magazines, 1970s–1990s

Abstract

In both the late Soviet and post-Soviet periods, femininity and beauty were traits often attributed to the ideal working mother portrayed and promoted in state media. But with greater exposure to global beauty ideals in the post-communist era, the sexualized and beautified female body acquired a social value that was independent of its role in the reproductive process. In this paper, I analyse changes in the way care for the female body was represented in two Russian women’s magazines Rabotnitsa and Krest’yanka (1970s–1990s). Over this period, the ideal of the working mother figures less prominently and there is an increasing focus on the ways that women-consumers ought to work on their individual body-projects. This might appear to be a radical change. But by analysing the representations of women more carefully, I show that the move towards the privatization of the body project was already under way in the late Soviet period, but only for some categories of women. That is, non-Slavic women of various ages could be working mothers, but individual consumption was a realm reserved for their Slavic countrywomen.