Reception Theory in Practice

Reception Theory in Practise

"Cosmopolitan is an international fashion magazine for women. As The Cosmopolitan it was first published in 1886 in the United States as a family magazine, it was later transformed into a literary magazine and eventually became a women's magazine in the late 1960s. Also known as Cosmo, its content as of 2011 included articles on women's issues, relationships, sex, health, careers, self-improvement, celebrities, fashion, and beauty. Published by Hearst Corporation, Cosmopolitan has 64 international editions, is printed in 35 languages and is distributed in more than 110 countries". 

I believe that the target audience for cosmopolitan magazine is the aspirer. This is because, the aspirer is driven by other peoples perceptions of them and are orientated around superficial things such as image, appearance, persona, charisma and fashion.  

Preferred reading 

Encoded within this cover are many ideologies, therefore I believe that this is more suited to the passive audience member. For example, a repetition of the ideology that physical appearance is important. By using the article titles 'snack hard and still drop pounds' and 'flatter abs in 9 minutes'. To its image concerned audience, this would imply that the appearance of their body and weight will influence how other people will see them therefore they should follow the articles in the magazine to alter their body. Furthermore, the subheading of '5 Drinks to wow your friends', suggests that social interaction is an important aspect of any readers life. With the implications that using this article will result in social acceptance, the aspirer would be immediately drawn. Also, with the text that says 'Your wish list' will imply that all of the following headlines are thing that the audience will want and that they should want those things.  

An oppositional reading for this magazine, I believe could also be a woman who is an active audience member. The ideologies in this magazine can be seen as very stereotypical and degrading for a woman. For example, the sub heading 'snack hard and still drop pounds' implies that women need to lose weight and be conscious of their weight. This would cause much opposition as it is a topic that many women feel very strongly about the constant underlying messages of body image in the media. Also, the text 'your wish list' may be a point of oppositional reading as it implies that the audience are robots with no personal preferences, likes or wants. This treats them as if they are all the same which definitely will be an issue as the oppositional reader will not like being told what they lie, but want to decide their likes and wants for themselves.  

A negotiated reading for this may be those of a strong cultural background. For example, in regards to the cover image of singer/model Carrie Underwood, some readers of strong cultural beliefs may believe that she is wearing clothing that is too revealing. For example, many strict Muslim women choose to wear a burqa as they believe that they should cover their body and face and to avoid nah-mahram (men that are not allowed to see them without hijab) men from looking at them. Due to this belief, they may find this cover offensive as is tries against their tradition and beliefs due to the (in their beliefs) 'revealing' clothing along with various subheadings that emphasis body image and how to afflict yourself with males.  

In conclusion, the interpretation of this text will depend on the audience who consume it. There are many people who will agree with the preferred reading and ideologies presented by this article. However, there will also be many people who will take the oppositional reading as many of the ideologies in this article challenge peoples personal integrity and attempt to play on insecurities of the reader. Finally, some people may take a negotiated reading as they can understand the messages which the article is trying to publicize however due to different beliefs from upbringing/culture, they may not be able to agree.