Women’s magazines and socioeconomic change: Para Ti, identity and politics in urban Argentina

Abstract

Popular media plays an important role in the production and reproduction of hegemonic cultural norms, as well as in the construction of class and gender identities. Periods of economic crisis generate struggles over ways of understanding social reality that can destabilize or reinforce different identities. The media often plays an important role in the reconfiguration of identities. Expanding on these ideas, I conduct a discourse analysis of a women’s magazine to examine how popular media reflected and influenced shifting gender and class identities in Buenos Aires, Argentina between 1995 and 2008, a period of major socioeconomic change. By drawing attention to supposedly ‘non-political’ actors and spaces, I argue for expanding the range of sites we investigate in order to make sense of changing class and gender subjectivities during times of socioeconomic crisis.