9th Conference European Sociological Association

RN18 Sociology of Communications and Media Research

2009-09-03 09:00:00 2009-09-03 10:30:00 Thursday, 3 September 09:00 - 10:30 National media and Sef-Observations I Building AA, AA.324

Media and Ethnicity - a portuguese magazine for african women

Media can often create a specific image and representation of communities, groups or individual persons. The following paper has as main purpose understanding the representations of ethnic minorities women in a new Portuguese magazine. To answer this goal, the research looked to identify the reasons that lead, from the publisher side, to the creation of the magazine, as well as understand the steps taken by the publisher to evaluate this market opportunity. The Portuguese magazine chosen as case study for this research is the AFRO magazine created by the Impala Group that targets African women readers, namely from PALOP ? Portuguese Speaking African Countries, since the magazine is sold not only in Portugal but also in Angola and Mozambique. According to the publisher this is the first Portuguese magazine that meets African women needs. The main purpose of the AFRO magazine is to reflect the universal values of African culture in a modern context. The magazine main topics include portraits of successful African men and women, in Portugal and the world, beauty and fashion advises, representations of all forms of African art, sexuality and African recipes and food culture. The data collection techniques used were the structuralized interview, applied to the magazine?s editor and the content analysis of all magazine editions issued in order to explore the privileged topics and actors. Since the magazine is very new to the market, this constitutes the first analysis of a magazine specially designed to an ethnic minority in Portugal.