Transforming Canadian Women on the Road to Modernity: A Frame Analysis of Feminisms in Chatelaine (1928-2010)

Title: Transforming Canadian Women on the Road to Modernity: A Frame Analysis of Feminisms in Chatelaine (1928-2010)
Authors: McIntosh, Heather
Date: 2012
Abstract: Chatelaine, Canada’s longest running women’s magazine (1928-present), has seen various changes in relation to women’s presence in society, specifically women’s health and bodies. The purpose of this study is to investigate the framing methods employed in the presentation of health content in relation to the evolution of feminism throughout this publication’s existence. Drawing upon Michel Foucault’s (1979; 1980) investigation of power, the body, and sexuality; Susan Bordo’s (1993b) feminist theorizing on the cultural meanings of the female body; Erving Goffman’s (1974) Frame Analysis; and further theoretical foundations of frame analysis by scholars in media and communication studies, this thesis examines the ways which health knowledge in Chatelaine aids in the empowerment and modernization of women. The research design of this thesis employs a quantitative media content analysis and qualitative semi-structured in-depth interviews to explore the presence and production of health content in this publication between 1928 and 2010. Findings demonstrate Chatelaine’s interaction with the feminist movement in Canada—as feminist initiatives and activism in Canada flourish, Chatelaine covers an increasingly broad and diverse body of health topics. The analyses reveal the sophistication in Chatelaine’s health content, which is evidenced in the employment of various journalistic techniques that aid in the development of an increasingly pervasive media text. In doing so, Chatelaine demonstrates its ability to empower women through current, clear, and concise health knowledge.
CollectionThèses, 2011 - // Theses, 2011 -