More than a fashion magazine : Cosmopolitan's attempt at redefining the feminist agenda for the new generation of women

Abstract

Women's lifestyle magazines provide a point of reference for the analysis of the social conditions modern women face and the lifestyle changes affecting their attitude towards the feminist movement. Analysis of the content of Cosmopolitan, one of the most popular women's magazines worldwide, reveals that the magazine reflects the social, cultural and economic changes affecting its audience and attempts to aid modern women in redefining the feminist agenda according to their shifting values, needs and aspirations. The magazine celebrates the freedom modern women enjoy in the realm of personal relationships, encourages its audience to participate in collective action to further the cause of women's rights and proposes the pursuit of personal happiness as an ultimate goal of the new generation of women.