2 research outputs found

    A development communication reading of selected female readers’ views of Marie Claire’s ‘The Naked Issue’ (2009) edition

    Get PDF
    M.A.Marie Claire’s ‘The Naked Issue’ (2009) edition is controversial as it has been criticized by both the public and popular press for using a sensationalist approach to women abuse as a promotional tool for the magazine itself, rather than using the magazine as a vehicle to create public awareness regarding women abuse. Against this background the goal of this minor dissertation is to present a development communication reading of the views of selected readers of Marie Claire’s ‘The Naked Issue’ (2009) edition. This was achieved by way of a literature review and an analysis of the data collected during in-depth interviews. The methodological approach that was used by the researcher was qualitative, and purposive sample was drawn keeping with the readership profile. In the literature study it was argued that the preferred communication approach to be used when publicly communicating a developmental message such as women abuse is a participatory approach. This means for Marie Claire’s ‘The Naked Issue’ (2009) edition drawing on the literature of development communication (since women abuse is a development communication issue); the use of celebrities in so doing; and using nudity in a magazine, this study created guidelines for analysing the interviewees’ responses regarding the communication approach of Marie Claire’s ‘The Naked Issue’ (2009) edition, the use of celebrity and the use of the nudity. In the guidelines it was suggested that each developmental initiative should be regarded as complex and unique where there is a focus on a dialogical communication in order to empower the developing community through participation. This could be attained through using a variety of media platforms. The guidelines also suggest that when celebrities are used within a developmental communication development effort, celebrities must be used tactically to create a congruent image between cause, celebrity and developing community in order to create an environment for public awareness and social dialogue. Lastly, the guidelines suggested that when nudity is employed as part of a developmental communication effort it is important that there must also be a congruent image between once again, the use of nudity, the cause and the developing community. Interviews with selected readers indicated that some interviewees were unaware of all the different facets to the development effort, but they felt it did succeed in raising awareness about the developmental issue of women abuse through starting a dialogue about it. The interviewees did however point out that is important to continue the dialogue throughout the year. The interviewees condoned the use of celebrities and nudity with reference to Marie Claire’s ‘The Naked Issue’ (2009) edition’s sensationalist nature. It was perceived by the interviewees that there was a lack of public participation. Based on the comments of the interviewees this development effort did not take the South African contextual factors into account as Marie Claire’s ‘The Naked Issue’ (2009) edition was based on the international campaigns of Marie Claire. For most of the interviewees the use of nudity needs to be justified and tastefully executed