Abstract

This paper analyses the impact of the global and local forces in the portrayal of women’s roles in women’s magazine in China by examining the content of women’s magazines. Particular reference is given to the editorial content of both local and international magazines as the process of globalization influences magazines in China, and this influence has been traced in the changing depiction of women’s roles in the magazines. Through a quantitative content analysis of women’s roles in magazine articles, the interstices of global and local constructions of “woman” were examined. Moreover, the analysis of the magazine content showed that women’s magazines in China tend to reinforce traditional sex role stereotypes, and underlined the pervasiveness of consumerism and the commercialization of gender.

Key words: Globalization and magazines, global and local forces, international women’s magazines, portrayal of women’s roles, content of women’s magazines, consumerism.