Unveiling Stereotypes, Disparity, and Framing: A Critical Analysis of Women’s Representation on Vanitha Magazine Cover Pages

Abstract

This study presents a comprehensive analysis of the representation of women on the cover pages of Vanitha, one of India’s most circulated women’s magazines, spanning from January 2019 to August 2021. Employing a content analysis methodology, we collected and analysed sixty-six cover pages from the magazine, utilising descriptive statistics and visual analysis to gain insights into the portrayal of women. Our findings reveal a pervasive and stereotypical representation of women on the magazine’s cover pages. While females are prominently featured, there remains a significant disparity in age, colour, class, and social status among the featured models. Older women are conspicuously absent from the cover pages, while middle-aged and young women conform to the societal norms dictated by patriarchal structures. Moreover, the cover pages predominantly display single portraits, perpetuating the normalisation of patriarchal ideals surrounding the “ideal” woman. The multidimensionality of the female psyche is primarily overlooked, failing to represent women’s diverse experiences and complexities accurately. Furthermore, our research highlights the dominance of male and female actors as the primary stars featured on the magazine covers, followed by a limited presence of models, politicians, singers, and authors. Additionally, we observe a tendency for cover photographs to emphasise a seductive effect rather than effectively communicating the magazine’s content. Examining the cover lines, we identify several dominant frames: health, celebrities, beauty, food, relationships, career, festivals, astrology, entrepreneurship, travel, and politics. These frames reflect the magazine’s prioritisation of topics and align with the interests and concerns of its target audience. In conclusion, our study underscores the need for more inclusive and diverse representations of women on Vanitha’s cover pages. By challenging stereotypical portrayals, addressing the disparity in age and social status, and adopting a more nuanced approach to the female experience, the magazine can foster a more empowering and authentic representation of women in its content.