Focus Group

1. In three words, how does this magazine cover and cover text make you feel and
why?

Yasmin - “Upset, unsurprised, uncomfortable because this magazine represents women in a

sexual and appearance obsessed way.”
Amie - “Shocked, intrigued and uncomfortable because though the cover is representing a
woman it is a very sexualised cover, this magazine allows women to be represented in a
sexual way due to the cover texts and small quotes. This makes me intrigued as it makes
me question whether the model wanted to do this or whether she felt pressured as many
models often feel pressured to create photos and covers they do not feel comfortable doing.”
Tom - “Sparkly, Pink, serious because of the direct address shown by the subject on the
main image.”
Kerrie - “Angry, frustrated, disappointed. Yet another magazine that focuses directly on the
shape of a woman's body & again presumes that sex is our overall concern in life.”
Gary - “Why, poor writers, pressurising, I'm not sure who their target audience would be.
Scattergun approach i guess”

2. Do you believe that magazines and magazine covers that you read when you were
younger have influenced you for the better or the worse? Why? And if not, why?

Yasmin - “I think it would have influenced me for the worse, growing up with the expectation
to look like the model and present more feminine.”
Amie - “I believe they have influenced me for the worse because they do represent a range
of diversity and representation which younger children need to see.”
Tom - “I don’t think they influenced me because I was too young to realise problems within
them.”
 Kerrie - “no. Magazines that I read in my teenage years/20’s (1980’s) were primarily
focussed around music, fun & friends. I never felt they pressured me into being somebody I
didn't want to be.”
Gary - “No. i've never really read them, probably because of there mostly meaningless
content”

3. Do you think you see women in magazines portrayed in a more positive or negative
light and how do you tell the difference within the magazines between positive and
negative?

Yasmin - “I think women are still presented in a negative way, just less obvious than past
magazines but am starting to see more positivity in women's magazines. The text on the
magazine and how the model is presenting affects whether the magazine is positive or
negative.”
Amie - “Though there is a range and it is starting to increase to more positive magazines
about or including women I believe in the past the wide majority of women's magazines have
been negative.”
Tom - “Depends on the story / magazine women can be seen in both positive and negative
lights by the masthead and the story.”
Kerrie - “I would say 50/50, although the difference between front covers & inside articles
differ greatly. Front covers only seem to show conventionally beautiful women of a slender
figure, thereby inferring this is how we should all look. The articles that are inside the mag
are much more positive & representative..stories of women in higher ranking employment,
stories showing diversity in a positive light.”
Gary - “both. Inside magazines you generally get a more balanced view”

4. In your opinion has the issue of female representation improved or not? Why?

Yasmin - “I think the representation of women displays better in modern magazines than
older magazines but there is still negativity in women's magazines today.”
Amie - “I believe it has improved over the past 10-20 years and is much better than in the
past because younger generations are activating for change.”
Tom - “It has not improved because magazine front covers are based on the editors opinion,
so can be biassed.”
Kerrie - “it has improved slightly but not enough & not fast enough…at this rate we’ll still be
facing this issue 20 years ahead from now”
Gary - “yes. They are getting more management roles and equal pay but there is still a way
to go”

5. How would you suggest the representation of women in magazines could improve?

Yasmin - “They could improve by having a variety of topics rather than just based on
appearance.”
Amie - “I believe the representation of women in magazines could improve is by talking
about women's achievements as well as empowering women for things they want to do
rather than what other people want them to do.”
Tom - “Let them decide the story and title or give them some leeway.”
Kerrie - “more women of size 16+, more women over 5’6”, more women of unconventional
beauty,more stories about diversity”
Gary - “honesty, dont play to the camera, be yourself and more diverse groups and stories”

6. Which of these magazine covers do you think has the most negative representation of
women and which has the most positive?

Fashion

Music

Independent
 Lifestyle

Yasmin - “The most negative is definitely fashion and the most positive is independent”
Amie - “fashion is the most negative and independent is most positive“
Tom - “I agree with them, fashion is the most negative and independent is positive”
Kerrie - “Most negative is music, most positive is independant”
Gary - “life style is positive and music is negative”