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Asian woman magazine case study
Representation – Page 18-19
Does having a magazine for a specific ethnic group reinforce the idea that this group is 'different'?
How is ethnicity represented in this magazine?
Use of colour and patterns reflects cultural links.
The jewellery and sari have direct links to Asian culture although interestingly here it is worn quite seductively so challenging traditional ethnic assumptions.
The target audience is young Asian women who have an interest in popular Western culture. It is interesting that Alesha Dixon is from Jamaican heritage and is not Asian but has been presented as such through the use of stereotypically Asian iconography and codes of clothing.
The cover lines suggest that this magazine targets a more modern, Western Asian woman by including what would be taboo subjects in a more traditional Asian culture, for example infidelity.
However, there is also evidence of content that is more culturally expected, e.g. Bollywood.
The magazine's slogan also reflects a more rebellious, independent Asian woman.
This website is specifically linked to the Asian music scene.
Alesha Dixon is represented as exotic here so linking to Alvarado's theory.
