So says the stars: A textual analysis of Glamour, Essence and Teen Vogue horoscopes

Tandoc, Edson C.; Ferrucci, Patrick

doi:10.1016/j.wsif.2014.05.001

Cited by 10 publications

(4 citation statements)

References 31 publications

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“…Indeed, “empowering” women to be “independent” and “bold” enough to “live at one’s own pace” is based on the assumption, if not an illusion, that there is an “ideal” life, and there is an “ideal” woman. As McQuail (2010) suggested, “messages directed at women either liberate them from or perpetuate gender stereotypes” (as cited in Tandoc & Ferrucci, 2014, p. 36). Advocating the notion of “ the ideal woman” does challenge the stereotypes rooted from patriarchal value systems, but at the same time, it establishes a new one: only by achieving financial independence, a successful career, and a stable relationship/marriage, can a woman be regarded as a “role model.” As obvious in the findings, after watching the video, many viewers hope to someday become as “confident, beautiful and successful” as the vlogger Zhuzi, who is a successful entrepreneurial vlogger on Weibo and has a happy marriage as portrayed in her vlogs.…”

Section: Resultsmentioning

confidence: 99%

“The Big Women”: A textual analysis of Chinese viewers’ perception toward femvertising vlogs

Duan

2020

Global Media and China

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Video blogging (vlogging), a type of short video that people produce by recording and editing their daily lives, has become an emerging form of digital cultural production on social media platforms in China. With the profound growth of video marketing on social platforms, brands have increasingly leveraged vloggers to promote female-targeted products. This phenomenon becomes especially paradoxical when marketers bring the narrative of female empowerment into the discourse. This case study employed textual analysis to understand how Chinese viewers make sense of Bobbi Brown’s “The Big Women” vlog endorsed by the female vlogger Zhuzi on Weibo. A typology of viewers’ response was generated: (1) reciprocity of self-disclosure; (2) perceived interconnectedness with the vlogger; and (3) perceived women empowerment and advertisement effectiveness. The findings of this article articulate a symbolic form of relationship between content creators, brands, and consumers that promotes women empowerment. This study argues, however, that this perception of women empowerment may obscure the implicit consumerism embedded in the femvertising contents, while promoting the myth of self-empowerment through consumption. The findings of the study shed light on the rise of (pseudo-)feminism ethos constructed by the consumer market in contemporary China and beyond.

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Section: Resultsmentioning

confidence: 99%

“The Big Women”: A textual analysis of Chinese viewers’ perception toward femvertising vlogs

Duan

2020

Global Media and China

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“…Астрологічний дискурс, представлений гороскопами, вивчається переважно з психологічної, соціологічної, антропологічної та культурологічної точки зору. Гороскоп був розроблений як медіажанр, що сприяло його статусу однієї з визначальних рис сучасної масової культури (Evans 1996;Tandoc, Ferrucci 2014;Blackmore, Seebold 2001). Погоджуємося із думкою про те, що астрологія сьогодні є значущим для більшості членів суспільства явищем, особливою системою знань, заснованою на уявленні про наявність необхідного зв'язку між рухом небесних тіл і процесами, що відбуваються на землі.…”

Section: Discoursive Peculiarities Of English Horoscopesunclassified

Discoursive Peculiarities of English Horoscopes

Tomchakovska¹

2022

РГФ

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The article is devoted to the discoursive (compositional, lexical and pragmatic) features of English horoscopes as a kind of astrological discourse. The material of the study was a corpus of texts presented on the Internet. The total sample volume is 50 horoscopes. Compositional, pragmatic and stylistic features of horoscopes were considered as a subject of research. Astrological discourse is an integral part of the modern media space. Its growing popularity determines the relevance of such studies aimed at identifying the features of this type of discourse. The term "discourse" is understood as the communication of people from the standpoint of their belonging to a particular social group or in relation to a typical speech situation. There is now a great variety of texts that have an astrological character in the cultural English-speaking space. A significant proportion of them are texts containing various horoscopes. Study of the typology of horoscope texts in English, their structural, pragmatic, etc. characteristics, obviously, is an important stage in the study of astrological discourse in general. The main function of the horoscope is prediction (description of the future). A typical astrological horoscope, placed in the media space, declares knowledge about the influence of celestial bodies on the fate of people and their earthly events, according to which they can be predicted by the relative position of celestial bodies. The main characteristics of horoscopes are their lexical content, compositional structure and pragmatics. The study of the linguistic features of astrological predictions allowed us to identify the main functions performed by horoscopes in the media space: informative, appealing, persuasive and emotional. A horoscope is a polycode text that contains verbal and nonverbal signs. The latter include iconic signs and typesetting means. We see the prospect of further research in the study of the linguistic features of other genres of English astrological discourse.

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“…Especially for the horoscope context in teen magazines, the content of astrology is demonstrative and superficial, and easy to understand, trying to emphasize a feminine power (Jacques, 2004) Indeed, there are still some different target audiences for different magazines. However, women's magazines, in particular, have a few potential target audiences for Black women (Tandoc & Ferrucci, 2014). For example, they examined a year's worth of horoscopes from <Essence, Glamour and teen Vogue> magazines and found that most targets are the same demographic of women read by White women.…”

Section: Differences In Gender Age and Ethnicitymentioning

confidence: 99%

The reason of people believe horoscopes

Huang¹

2022

BCPSSH

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Horoscopes are very popular and common discussed today in people’s daily life. The purpose of this essay is to explore what types of people are more likely to believe in horoscopes since there were about 10 research paper in studying different types of people who believe horoscopes.The essay explains some reasons that people believe in horoscopes can be explained by locus of control and Barnum effect. By studying women's role in propaganda magazines, individual’s education level, and the frequency of people reading horoscope forecasts, the following conclusions were drawn: young, less-educated women were more likely to believe in horoscopes than men.

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So says the stars: A textual analysis of Glamour, Essence and Teen Vogue horoscopes

Cited by 10 publications

References 31 publications

“The Big Women”: A textual analysis of Chinese viewers’ perception toward femvertising vlogs

“The Big Women”: A textual analysis of Chinese viewers’ perception toward femvertising vlogs

Discoursive Peculiarities of English Horoscopes

The reason of people believe horoscopes

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