Dissertation Proposal

Here is the most important information that I submitted in my dissertation proposal (along with initial book list and research sources)

Level 4 essay

Focusing on specific examples, describe the way that Modernist art and design was a response to the forces of modernity?

Level 5 essay

Focusing on the specific example of Dove’s ‘Real Beauty Campaign', critique the use of real women in advertising in the media.

Dissertation topic

Can women’s magazines, focusing on the case study of Cosmopolitan (UK edition), ever be considered feminist?

Issues to be addressed

I will be looking at Cosmopolitan's 'F Word' feminism campaign, from different angles, as I consider the hypocrisy behind this campaign, as, although the magazine has made improvements for women, today it contains articles about pleasing men. I will also look at other magazines in the UK for females, and seeing how these compare to Cosmopolitan.

I will be defining with it actually means to be a feminist, as the meaning seems to have been distorted, with campaigns such as this one. I will need to learn all about the magazine, and its target audience, to see if the content is really what women want to see, or what the designers want them to see. I will be considering how the advertisements featured in the magazine also effect the female viewers. 

I aim to answer questions such as:

- Is Cosmopolitan designed by men or women?

- Do the articles end up lowering self-esteem (so you buy the products advertised) or helping women?

- Has Cosmopolitan (and its portrayal of women) changed since its launch?

- What do women want to see?

- Who is Cosmopolitan's target audience?
- How does Cosmopolitan differ in content and design to magazines targeted at men?

Method/approach

My approach will be feminist, also with a historical context, as I look at how Cosmopolitan's portrayal of woman has changed since its release in the 1960's. Cosmopolitan's campaign seeks to make social change, so I will be looking at design activism, as well as design and accessibility, in particular audience theory, as I consider the relationship between the designer and the reader.

Relevance to graphic design

My dissertation topic links in from my second year essay, with the topic of feminism, a subject I am interested in. In graphic design, I am interested in publishing and editorial, and so seek to link this subject to my design practice, by creating a magazine for women that can be considered feminist friendly and suitable for all women. My research for this dissertation will help inform the type of things that would be included in this magazine, and help me to understand what it is that women want to see, so as a female, I can design for other females.

Primary sources

Leeds Central Library - (May have a different selection of books)

Leeds Central Library, LS1 3AB

Questionnaire for Editor of Cosmopolitan

Pat McNulty, Editor, pat.mcnulty@hearst.co.uk

Survey of women who read cosmopolitan magazine, focusing on target audience