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The article deals with the offline communication of the Ján Palárik Theater (DJP) in Trnava, which tries to address a very broad target group, concentrated mainly in the Trnava self-governing region. The theater has undergone numerous changes since its inception (1831). Its most striking and still called the golden era was the transformation into the Theater for Children and Youth (1974). After the revolution, it did not focuse longer on a production for the younger part of the audience but had to search for its identity again. This is also the aim of the new theater management, which wants to make the theater a modern institution of the 21st century, covering the cultural needs of all ages and various social functions. This is also the direction of its overall communication. The printed materials produced by the theater provide visitors with essential and necessary information, without which the sale of theatrical performances would be limited to the online, efficient audience of the theater. In the years 2018 - 2019 communication of Ján Palárik Theater changed to the viewers mainly in the case of offline communication. We can say that the communication of the theater underwent a significant visual change and it was not only expanded by a print magazine, which is a high-quality and distinctive promotional material. It is also a typical example that shows that offline is not dead. The aim of DJP is to make the magazine look solid, in line with the position of the coat of arms public cultural institution of Trnava region, while at the same time conforming to the highest standards of communication design today. [ABSTRACT FROM AUTHOR]

This discourse analysis examines depictions of trans athletes in Sports Illustrated through the interpretive-packages model proposed by Gamson and Modigliani (1989). Four packages emerged: Marginalization; Labeling; Fighting and Fairness; and Pride and Affirmation. The results illustrate that discourse has generally become more sensitive to trans issues. The author presents these results with cautious optimism. Blindingly affirming and romancing the transgender is equally as superficial as marginalization. Research and athletic organizations should dismantle antiquated, coercive sex segregation in sport and decolonize how it contributes to oppression. The author recommends that media focus on presenting fair, accurate and inclusive representations of transness. [ABSTRACT FROM AUTHOR]

Language has two forms of expression - speech and writing. Writing is the reflection of spoken language. In order to accurately reproduce spoken language in written texts, people use different graphical approaches, e. g. punctuation marks, emoticons. They help to express emotions and attitude, replace facial expressions, and gesticulation. The internet joins written and spoken language. To express emotions and attitude on the internet, people can use emoticons, punctuation marks, capital letters, graphic emphasis, etc. The term 'punctuation' has two meanings: 1) punctuation marks used in written text to separate grammatical and notional text units, 2) usage of punctuation marks. There are four functions of punctuation in written language: grammatical, intonative, semantic and stylistic. The aim of this article is to reflect the usage of punctuation marks in the stylistic function. The author paid attention to the stylistic usage of fullstops, exclamation marks, interrogation marks and inverted commas in mass media texts - internet portals and magazines. We live in the world of signs. We use them for communication orally and in written form to express our feelings, etc. Therefore it is important to explore the usage of emoticons in mass media texts. Emoticons are based on punctuation marks, numbers and letters. These graphic signs are usually placed at the end of the sentence after the last punctuation mark. Mostly the emoticons used in internet portals are based on parentheses and a colon or a semicolon (:), ;), :(), and on a colon and the capital letter D (:D). In magazines they are sometimes used in the text of an interview or in an advertisement. [ABSTRACT FROM AUTHOR]

The submitted study focuses on the classification of digital game genres. The authors draw attention to the issue of game genre typology from the perspective of digital games theory. Simultaneously, the authors reflect on the different ways they are applied in the sphere of journalistic practice, specifically in the Slovak online magazine Sector. Confrontation between defined theoretical basis and associated practical usage (or lack thereof) is also a part of this study. The primary goal of this paper is to explain the game genre transformation process defined by the theory of digital games as it applies to Sector in relation to digital games. The secondary goal of the study is to define a corresponding terminological axis and to reflect related game genres. Given the comprehensive processing of the protracted theoretical issue, the authors could then apply the acquired information directly to concrete examples emanating from journalistic practice. To achieve the specified goals, the authors apply appropriate logical-conceptual methods of text analysis combined with qualitative content analysis of the chosen subject of research, the game-focused Slovak magazine. The authors expect an evident difference between the game genre typology defined by digital games theory and their application in the Slovak online game-magazine Sector. [ABSTRACT FROM AUTHOR]

This study analyzed the contents of ten issues of Cosmopolitan Magazine from 2011 to 2015. The research discussed how feminine identity is affected by the perpetuation of Cosmopolitan Magazine's front cover. By utilizing Semiotic Analysis, Male Gaze and the concept of hegemony the researchers analyzed language and symbols contributing to the portrayal of a Filipino woman identity, thus making it the dominant ideology among Filipino women. Languages were referred to the themes presented in the cover titles and languages used to describe the cover girl; symbols were referred to the cover girl's clothing, physique, pose (such as hand gesture and leg position) and facial expression (smile and gaze). Through the cover titles and languages used in describing the cover girl the researchers found out that the languages used in creating a woman's identity is linked to love, relationship, romance, beauty and sex. On the other hand, symbols utilized by the cover girl through her physique, clothing, pose and facial expression were all based according to the malegaze. An ectomorph body, clothes that show more skin, looking directly and full smile were ways on how women will be desired by men. The study reveals that women are still seen as passive and serving her man. The dominant ideology perpetuated by the magazine is that women are bound to their traditional stereotypes, subordinate to men and are objects for pleasure. The researchers conclude that the magazine as a medium has perpetuated dominant ideology creating and affecting the identity of Filipino women which is rooted as to how women please men. [ABSTRACT FROM AUTHOR]

Historically view to Lavian Soviet period of history is very unequal. Nowadays, after more than 20 years we still have a problems with our recent past, where we all and our country wer part of USSR. If we want to research our past, we have to look on it, if it was still alive, like our history is in function. To understand our Soviet history it is necessary to think, how our history was showed in period between 1945 and 1990. One of highest levels, where we can see represantation of our history is in magazine„ИCTOPИЯ CCCP“ ("USSR HISTORY"). Periodwhich I choose to research longs during more than 20 years. Since 1967 until 1990. In this period appear 138 magazine, where in 15 we can find information about Latvian history. It is more than 10%, and this information appear more often than about other Baltic states. The most attention in magazines are dedicate to Latvian 20 century history. [ABSTRACT FROM AUTHOR]

Today's working mother faces difficult work and family dilemmas and may seek guidance from cultural texts while attempting to navigate both paid work and motherhood. In this pilot study, we analyze the content and text of 492 magazine advertisements found in the newly redesigned Working Mother magazine to specifically investigate the following questions: What is the image of working motherhood put forth by Working Mother advertisements? How do the advertisements in this magazine construct the balance of paid work and motherhood? Finally, what do advertisements in Working Mother sell to career-committed mothers, to facilitate dominant cultural prescriptions or an alternative image of good working motherhood? We use our results not only to highlight unique features of newly redesigned sections of the magazine but also several themes throughout the advertisements, namely that (1) motherhood and paid work should be confined to certain parts of the day, (2) a strict boundary should be drawn between women's paid work and motherhood, and (3) women should adhere to guidelines set out by experts because motherhood and boundary-setting are not instinctual or easy. We conclude that Working Mother prescribes the creation and maintenance of nearly impossible boundaries between paid work and motherhood. We argue that the image of the working mother set forth in advertisements is not completely positive, but rather one in which "good enough" motherhood is achieved through the consumption of time-saving products and expert advice. [ABSTRACT FROM AUTHOR]

Femininity and beauty ideals are historically and culturally constructed. The current study examines the role of advertising in cultivating and accentuating cultural ideals of skin beauty. A content analysis was conducted on skin beauty advertisements (SBAs) in women's magazines (local editions Cosmopolitan and Vogue) from China and the United States. The findings provide evidence for the "white or tan" dichotomy in skin beauty ideals between contemporary Eastern and Western cultures as how they are reflected and reproduced in SBAs, although the "tan ideal" in the US was not as apparent as the "white ideal" in China. The study also sheds light on the divergence and similarity in global advertising strategies (level of localization and standardization in execution elements) within the two markets. Implications for the globalization of beauty ideals and marketing practices are discussed. [ABSTRACT FROM AUTHOR]

This study investigates college men's third-person effect in relation to body-image factors in Singapore. College men in Singapore reported that idealized body images, as portrayed in magazine ads, had greater media effects on female friends than on the self. Their perception of media effects on the self was positively associated with their body dissatisfaction and their intention to engage in body-image behavior. The sum of perceived effects on the self and on male friends accounted for college men's body dissatisfaction and their intention to lose weight, whereas the third-person differential between the self and female friends was negatively associated with the college men's intention to go on a diet. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]

Since the turn of the 20th century, physicians have increasingly intervened with infant feeding choices, persuading women that scientific reasoning and medical evidence should be trusted more than intuition and generations of women's experiences.This research examines this medicalization of infant feeding through a popular parenting magazine, Parents' magazine, from 1930 through 2007. Findings indicate that infant feeding is consistently regarded as a medical or health issue. As attitudes towards infant feeding shifted from a focus on bottle feeding to breast feeding, "modern" medicine has been used to justify the dominant form of feeding. While the current popularity of breastfeeding is certainly beneficial to the overall health of infants, the emphasis of "breast is best," particularly as health issue, reinforces the paradigm of the scientific motherhood and may cause hostility toward those who choose to or cannot breastfeed. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]

This research examines differences in the political-violence coverage of two magazines, which share the same name and journalistic purpose, but which publish in two disparate news environments. Specifically, this content analysis reveals how the U.S. and Russian editions of Newsweek compare in their coverage of four conflicts, as manifested in their agenda-setting functions and framing devices. The findings support a local-interest agenda for conflict coverage and expose distinctions between how the publications frame terrorism. Generally speaking, the U.S. Newsweek avoided "terror"-laden terminology, while the Russian Newsweek did not, especially when describing Chechen operatives. Word choices such as these, which are seemingly minor on an individual level, collectively can have a profound impact on how readers interpret political violence. The detailed findings in this study bring to light issues about how journalists portray terrorism and how this coverage maps on to Western journalistic concepts of openness and objectivity. Moreover, the findings offer a path through which to compare the Russian and American media systems by considering how these magazines echo or eschew official discourse. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]

Advertisers buy audiences; but, not everyone is lucky enough to be bought. Building on the work of Napoli (2002) and Koschat and Putsis (2000) this paper focuses on the effect of how the racial composition of a magazine’s readership affects its advertising rates. Most interestingly it analyzes demographic data for magazines targeted at the general American readership and examines if advertising rates decrease when the magazines’ minority readership increases. The findings show that a one percent increase in the white readership of a magazine causes the advertising rates to go up by $1202.69, but a similar percent rise in African American readers causes the rates too fall by $1884.28. Finally, the study discusses the implications arising from the economics of the “purposefully unwanted” readers and recommends specific public policy changes that will rectify the discrimination in today’s media market. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]

In the past, arguments arose that mass media advertising campaigns in the United States were reluctant to use non-White models for mass media advertising efforts. This study investigates the controversial issue of racial representation, as well as apparent role depiction in a popular women’s magazine. The author compares racial representation and role depiction in advertisements in the same magazine in the early ‘90s and the early twenty-first century and compares the findings to the demographics most recently published by the U.S. Census. The study allows the reader to reflect on past advertising practices in an increasingly racially diverse marketplace. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]

Around the world, markets are increasingly affected by convergence as a result of ongoing internationalisation. Many industries have become global and national borders are no longer of significance, which is especially true for member states of the European Union. However, publishing markets are partly exempted from this process. An increasing number of publishing companies internationalise and enter foreign markets. Despite this development publishing markets remain geographically limited. Coalescence in publishing industries has not taken place due to cultural and linguistic barriers. Newspaper and magazine markets as adequate examples are object of investigation within the scope of this paper. More specific, this paper focuses on media economic analysis of newspaper and magazine sectors in Denmark and Germany. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]

The article presents a study that investigated the relationship between the media and society by examining the media portrayal of Chinese women from a historical perspective. The People's Republic of China established in 1949 provided an environment of heightened political consciousness and socialist revolutions. The end of the Cultural Revolution in 1976 saw the country undergoing a major shift from class struggle to economic development and transforming its planned economy into a market economy.

WORK IN PROGRESSThis work-in-progress paper looks at the work of interwar-era feminists who attempted to frame women's paid employment in positive ways in Ladies' Home Journal. Focusing primarily on a series of articles written by Doris Fleischman in 1930, it looks at how dominant discourses concerning women's paid labor were subverted to make women's career success seem like a cultural norm. These strategies include role reversal, the strategic use of numbers, and a refutation of binaries.The paper is part of a larger project exploring magazine representation of employed women during the interwar years—a significant time because increasing numbers of women entered the workplace after World War I ended and suffrage was passed; however, their employment became far more controversial during the Great Depression. During the interwar era, the larger project argues, writers and editors working in mainstream publications framed employed women in ways that resonated with culturally familiar definitions of socially constructed femininity. This paper, then, looks at how those social constructions were reworked, primarily by Fleischman. Ultimately, however, it points to the difficulty of overcoming the dominant discourse, even among writers who apparently intended to support women's increased job roles.The paper uses theories pertaining to social construction of reality and feminist theories of "femininity," along with qualitative textual and visual analysis ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]

Based on principles related to the self-concept, social comparison theory, self-discrepancy theory, and cultivation theory, this study predicted that increases in exposure to mediated ideal bodies would be associated with a greater likelihood to hold beauty-related beliefs consistent with those presented in mainstream media. The study further predicted that, by altering the fidelity of the relationship between the ought self and the ideal self, individual difference variables (i.e., bmi, self-monitoring, intrasexual competitiveness, and self-efficacy) would interact with fashion magazine consumption to affect body satisfaction. To test these predictions, 202 undergraduate women completed a survey during class time. Results revealed that fashion magazine consumption was positively correlated with beauty-related beliefs. While fashion magazine consumption did not directly predict body satisfaction, body mass and self-efficacy were direct predictors of body satisfaction. Self-monitoring interacted with body weight and fashion magazine consumption to influence body satisfaction, as did competitiveness. The implications of these results, as well as suggestions for future research, are discussed. [ABSTRACT FROM AUTHOR]

This paper examines how readers of the American feminist magazine, Ms., negotiate belonging and build a sense of solidarity with other readers through their magazine?s extensive (hence unique, in the world of women?s magazines) Letters to the Editor section. Drawing on the findings of my textual analysis of 660 readers? letters over a five year period (1993-1998), this paper reveals how Ms.?s ?writerly-readers? (Barthes, 1976) use their letters to engage in the on-going dialogue that is feminism and in so doing, forge connections to other readers. Positing that it is through epistolarity, not the shared act of reading, that this particular textual community is constituted, I question what it means to be part of a self-selecting community brought together out of allegiance to a cause, and an often conflicted ?yearning for connected-ness? (Probyn, 1996). In drawing attention to the centrality of the Letter to the Editor in Ms., this paper aims not only to raise an awareness of the non-participatory reality of most women?s magazines, but to highlight how Ms.?s unusual way of addressing readers and of soliciting and featuring their correspondence compels and enables readers to become active participants in the making and shaping of the text. In discussing the methodological dilemmas encountered in undertaking this analysis of letters, this paper also raises our awareness of the need for feminist scholars to bring to light that which has traditionally remained hidden below the surface as we conduct our probings into the Communication field?s borderlands. [ABSTRACT FROM AUTHOR]

Objective: The purpose of this analysis was to compare the content of alcoholic and nonalcoholic beverage advertising content to which adolescents are exposed in the United States. Methods: A census of beverage advertising in popular magazines and on network television (n=757 ads) during the months of November, 1999-April, 2000 was analyzed for content and frequency. Results: By far, the most alcoholic beverage ads appeared in Sports Illustrated (110) followed by Rolling Stone (98) and Playboy (75). Alcohol advertising outnumbers nonalcohol advertising by a ratio of 3 to 1. All types of beverage ads emphasized relaxation and portrayals of young adults. Alcohol was almost never associated with dining. Ads rarely portrayed risky situations but frequently were placed in magazines featuring sports and sexually oriented content. Alcohol ads demonstrated an emphasis on sexual and social stereotyping of women, and a lack of ethnic and age-related diversity. Themes and settings of alcohol ads were similar to those present in nonalcohol ads. One of every six magazine alcohol ads, and one of every 14 video-based ads, appeared to target underage drinkers. Conclusions: Alcohol is advertised heavily in media outlets favored by youth. Alcohol advertisements also include many stereotypes and many elements known to appeal to youth, particularly youth already at risk to drink alcohol. That themes in alcohol ads parallel those in nonalcohol ads may further increase youth's receptivity. [ABSTRACT FROM AUTHOR]

This paper seeks to answer the following questions in respect to the pedagogy of an experimental digital media university course: What are digital magazines? How do they involve a new design workflow? Are there certain industry trends in digital magazine production? How can this new technology be integrated into a class project? [ABSTRACT FROM PUBLISHER]

This study examines the presence and portrayal of racial and ethnic minorities in magazine advertising in 2005. Replicating a similar study by Bowen and Schmid (1997) of magazines published in 1987 and 1992, eight mainstream magazines with significant minority readership were sampled. It was hypothesized that the presence of minorities would have increased in the present study and that the portrayal of minority models would be more favorable, i.e. that the proportion of advertisements showing minority models in a primary role, engaged in a high level of interaction, and in informal interaction settings would have increased. As suggested in the Association Model of advertising (Preston, 1982), consumers' evaluation of the elements associated with the product advertised is critical to the persuasion process. Advertisers thus consider how various segments of the population will respond to the inclusion and exclusion of various ethnic groups in the advertisements, and the portrayal of the models. The results showed that the presence of minority models had increased significantly with African-Americans represented in 18.2% of the advertisements, Hispanics in 13.5% of the ads, and Asians in 7.0% of the ads. The portrayal of minorities in the advertisements was generally more favorable compared to the earlier study. The percentage of advertisements with minority models interacting with Caucasian models in social settings and in high levels of involvement had more than doubled. However, the percentage of mixed ethnic advertisements featuring a minority model in a primary role had decreased. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]

In the past 20 years, incidences of obesity have increased dramatically both in the United States and abroad. Subsequently, the saliency of obesity as a health dilemma has increased proportionally within the American medical community and within the American mass media. The purpose of this research study is two-fold: to explore how the term obesity is framed in 3 general news magazines and to determine how that framing compares to the way society has framed the term. This qualitative study employs a constant comparative frame analysis to identify dominant frames within these news magazines between 1990 and 2005. Results indicate that, while there is some similarity, the predominant frames found in social discourse do not wholly parallel with media frames. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]

This study draws on previous research that argues journalists rely on myth to tell stories, explain the unexplainable, and reaffirm social ideals. We analyze articles in Time and People magazines of a teacher/student rape case that does not fit cultural perceptions of rape because the teacher is a woman convicted of raping her 12-year-old male student. The story is unusual since our cultural understanding of rape points to men as perpetrators. The research illustrates how journalists rely on rape misconceptions and myths of proper (hetero)sexual roles, including the Good Mother and Heroine in romantic fairy tales, to report this story. We argue journalists do this in an effort to make sense of the tale but in doing so ultimately construct a narrative that erased the seriousness of the crime and turned a tale of rape into a romance the (re)established masculine hegemony. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]