Female Celebrity in Portuguese women's lifestyle magazines
Ciências da Comunicação Faculdade de Ciências Sociais e Humanas Lisboa, Portugal
Within the scope of a research project aimed at exploring women´s discursive representation in women´s, men´s and teen magazines, we propose to carry out an analysis of the particular discourse built around female celebrities in women´s lifestyle magazines, focusing on the ways in which public and private lives are articulated for local and global, as well as for younger and older, celebrities.
Aimed at a female audience and built on a celebratory discourse, women´s lifestyle magazines now use female celebrities as their main anchor, be it in interviews, red-carpet photos, film or music suggestions, or fashion and make-up references geared towards imitation. We wish to see, then, how these are used to convey a particular discourse on female identity, articulating certain dispositions regarding family, sexuality, relationships, motherhood, consumption, and public careers. We also wish to explore contrasts between celebrities and "ordinary" women, as well as between female and (the few) male celebrities in the magazines, so as to understand how discourse on "female celebrity" builds its specificity in these magazines, supported by strong lifestyle images.
By analysing the March, June, September and December 2008 editions of Máxima, Activa and Cosmopolitan, we plan to conduct a quantitative analysis on the main categories of liberal feminism and post-feminism, and a subsequent critical (textual and visual) analysis of selected features on celebrities, highlighting how the negotiations between public and private lives, particularly between marriage/motherhood and career, are effected for Portuguese and global celebrities.