Cosmetic Surgery Magazines: Mass Mediating the New Face of Medical Practice

Suddenly, in mid-1998, a flurry of mass magazines about cosmetic surgery appeared in the women's magazine section of newsagencies. This was a remarkable development in that it was - and still is - the first time that a particular type of meidcal practice has been featured in this way. This article provides a rationale for the emergence of the new phenomenon, as a context for examining the distinctive and innovative ways in which the new face of medical practice - and their practitioners - is currently being mass mediated by two cosmetic surgery magazines. In view of the fact that the timing of these comemrcial publications can be linked with the recent and progressive deregulation of advertising by doctors in Australia, a critical issue addressed in this analysis is the extent to which assocations can be drawn between the editorial and the advertising content in these magazines. The possibility of such associations is a pertinent consideration in the light of the public debate about editorial independence surrounding the 'cash for comment' case involving the Sydney radio station 2UE in the latter half of 1999