Female gender themes in women\u27s magazines: A content analysis testing and extending themes uncovered by Erving Goffman

This study is based on the ideas and studies of Erving Goffman (1922-1982), an influential sociologist and communications scholar (Manning, 1992). Most prior scholars, such as McLaughlin (1999) and Reichert (2003), have chosen to simply repeat and reaffirm Goffman\u27s themes, while largely ignoring that both times and society have changed. Thus, this study proposes not only to repeat Goffman\u27s methods, but also to extend and retest his findings in the modern day. A quantitative content analysis will be employed, using the following women\u27s magazines: Cosmopolitan, In Style, Allure, Glamour, and Marie Claire. The replication of this study is imperative in order to better understand modern advertising themes and to help future scholars understand and study advertisements. Although the study serves as a simple replication of a previous study conducted in the late 1970s, the findings will provide a new basis for understanding advertisements in modern times