"Kvinnan ska eftersträva skönhet enligt rådande ideal"
En analys av myter i VeckoRevyns frågespalter
This essay is an analysis of mythologies in the Swedish women´s magazine VeckoRevyn. The magazine?s own explicit purpose is to break down the unhealthy opinion of what beauty is in their industry today. By content and linguistic analysis the results of this study are interconnected to the beauty myth as it was established by Naomi Wolf in 1991. The goal is to pinpoint how VeckoRevyn?s question and answer columns construct relationships to their readers, and the mythologies that they maintain. The columns mostly focus on the readers? physical appearance, and the beauty myth is clearly an inevitable influence. The main conclusion that can be drawn from this is that the beauty myth is hard-wired into our society?s subconscious. VeckoRevyn is working to prevent this, and even though they have not fully succeeded, they are a part of bringing the phenomenon to the surface of society.