Die fragmentasie in die Suid-Afrikaanse vrouetydskrifmark : die invloed van "vrou-gerigte" nistydskrifte op die "tradisionele algemene belangstelling"-vrouetydskrif : gaan die "tradisionele algemene belangstelling" Suid-Afrikaanse vrouetydskrif die vloedgolf nuwe "vrou-gerigte" nistydskrif oorleef?

Rossouw, Elna (2005-04)

Thesis (MPhil)--Stellenbosch University, 2005.

Thesis

ENGLISH ABSTRACT: The appearance and content of magazines in the South African consumer market has changed drastically during the past two decades. Where once only a handful of women’s magazines existed from which readers could choose, shelves in shops today are filled to capacity with glossy publications which address every possible need, interest and desire of feminine readers. This diversification in the South African women’s magazine market happened almost overnight and there is no doubt that the advent of the niche market of women-focused magazines has changed the landscape of the South African magazine. The established traditional women’s magazine of broad general interest had to take cognizance meticulously of the worldwide trend and of various economical, political and socio-cultural factors influencing the successful publication of women’s magazines locally. The aim of this study is to see how the advent and growth of niche-market magazines focused exclusively on matters of interest specifically to women such as home, décor, garden, food, health, lifestyle, handcrafts and parenting have affected the world of the “traditional” South African women’s magazine. The researcher endeavours to answer the question as to whether the traditional women’s magazine of general interest can survive the flood of new “women-directed” magazines and has concluded that in order not only to survive, but to maintain necessary profit margins, the traditional general interest women’s magazine is going to have to adapt its contents urgently and continuously to the needs of its readers.

AFRIKAANSE OPSOMMING: Die voorkoms en samestelling van tydskrifte in die Suid-Afrikaanse verbruikersmark het radikaal verander gedurende die laaste twee dekades. Waar daar eers net ʼn tiental vrouetydskrifte was waaruit lesers kon kies, is winkelrakke nou tot boordensvol met glanspublikasies wat elke moontlike behoefte of begeerte van vroulike lesers aanspreek. Hierdie fragmentasie in die Suid-Afrikaanse vrouetydskrifmark het byna oornag gebeur en daar is geen twyfel dat die koms van “vrou-gerigte” nistydskrifte die landskap van Suid-Afrikaanse vrouetydskrifte heeltemal verander het nie. Die gevestigde “tradisionele” vrouetydskrif moes noukeurig kennis neem van hierdie wêreldwye tendens en moes verder ook verskeie ekonomiese, politieke en sosio-kulturele faktore wat die suksesvolle publikasie van vrouetydskrifte beïnvloed, in gedagte hou. Die doel van hierdie studie is om te kyk hoe die ontstaan en ontwikkeling van nistydskrifte wat op bepaalde “vrou-gerigte” onderwerpe soos huis, dekor, tuin, kos, gesondheid, leefstyl, handwerk en ouerskap fokus, die wêreld van die “tradisionele” Suid-Afrikaanse vrouetydskrifte geraak het. Die navorser poog om die vraag of die “tradisionele algemene belangstelling”- vrouetydskrif die vloedgolf nuwe “vrou-gerigte” nistydskrifte gaan oorleef, te beantwoord. Die gevolgtrekking is dat die “tradisionele” vrouetydskrif haar inhoud indringend en op ʼn voortdurende basis sal moet aanpas by die behoeftes van haar lesers, nie alleen ter wille van oorlewing nie, maar ten einde noodsaaklike winsmarges te kan handhaaf.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/17250
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