Gender, power, interpellation and body image: Creating consumer subjectivities in "Mode Magazine"

Images of beauty are social constructs that exist in historical contexts and are subject to change. A correlation may be made between social inequality and how images of beauty are used to maintain the status quo. Mode Magazine is an unique fashion magazine that depicts women of different sizes. This thesis examines how "realistically sized" images of women are represented, and whether representation challenges beauty hegemony. It critically examines both visual and non-visual textual representations using Hall's encoding/decoding model to discern potential meanings. It evaluates advertisements and articles for how women are interpellated by the text. It concludes by asserting that although counter-hegemonic elements are present, Mode's message is hegemonic. Mode posits that women can be realistically-sized and beautiful as long as they participate in all other aspects of beauty consumption and culture by purchasing the products and fashions showcased in the magazine.