Publication: Evolución conceptual y adaptación digital de las denominadas revistas femeninas. Estudio analítico de Elle, Telva, Vogue, Mujer Hoy S Moda y Yo Dona
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2018-05-31
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Universidad Complutense de Madrid
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Abstract
El nacimiento de la primera revista dirigida a la mujer en España, de acuerdo con el modelo que conocemos hoy en día, no se produce hasta los años sesenta. Envueltas en un clima poco favorecedor para la mujer, las publicaciones conectan con el público femenino mediante contenidos aspiracionales, con el objetivo de convertir a las lectoras en fieles consumidoras de imágenes y sueños. Estos contenidos atraían a mujeres de clase media-media-alta, en aquella época amas de casa, que se interesaban por algo más que por ser la perfecta “mujer, madre y esposa”. Con la aparición de los grandes grupos editoriales internacionales, que seguían patrones de revistas femeninas de países como Francia o Inglaterra, y la evolución de la mujer española, las cabeceras femeninas, comienzan a incluir un cambio en sus contenidos y en sus formatos. Desde la adaptación e impresión de las revistas en formato bolsillo hasta la creación de sus ediciones digitales y de sus webs, aparece un nuevo mundo para los medios que no sólo supondría aprender a comunicar de una manera diferente sino también aprender un nuevo lenguaje, con una nueva estructura y unas nuevas características que poco tenían que ver con las tradicionales. La digitalización de los medios ha sido y es hoy en día un tema de difícil abordaje, pues ni las redacciones ni los redactores estaban preparados para convertirse en digitales. El empeño por adaptar con rapidez los soportes tradicionales a las estructuras online, no siempre se ha desarrollado bien por parte de los medios españoles y, en concreto, por las revistas femeninas, con frecuencia más interesadas por las inserciones publicitarias que por sus propios contenidos...
The first magazine targeting Spanish women, according to the model we are familiar with today, was not created until the 1960s. Immersed in a climate that was hardly favourable for women, publications connected with female audiences through the use of aspirational content with the aim of transforming readers into loyal consumers of images and dreams. This content engaged middle and upper middle class women—housewives during that era—who were interested in something more than simply being the perfect “woman, mother and wife”. With the arrival of large international publishing houses that followed the patterns of women’s magazines from countries like France and England, and the evolution of Spanish women, female publications began to make changes to their content and format. From adjusting and printing magazines in a smaller digest size to creating digital editions or websites, a new world appeared for media outlets that would learn to communicate in 12 a different way as well as a new language with a new structure and new features that had little in common with traditional elements. The digitalization of the media has been and continues to be a difficult matter to address since neither editorial departments nor editors are ready to become digital. The insistence on quickly adapting traditional mediums to digital structures has not always been carried out properly by the Spanish media and, specifically, by women’s magazines, which tend to be more interested in paid advertisements than their own content...
The first magazine targeting Spanish women, according to the model we are familiar with today, was not created until the 1960s. Immersed in a climate that was hardly favourable for women, publications connected with female audiences through the use of aspirational content with the aim of transforming readers into loyal consumers of images and dreams. This content engaged middle and upper middle class women—housewives during that era—who were interested in something more than simply being the perfect “woman, mother and wife”. With the arrival of large international publishing houses that followed the patterns of women’s magazines from countries like France and England, and the evolution of Spanish women, female publications began to make changes to their content and format. From adjusting and printing magazines in a smaller digest size to creating digital editions or websites, a new world appeared for media outlets that would learn to communicate in 12 a different way as well as a new language with a new structure and new features that had little in common with traditional elements. The digitalization of the media has been and continues to be a difficult matter to address since neither editorial departments nor editors are ready to become digital. The insistence on quickly adapting traditional mediums to digital structures has not always been carried out properly by the Spanish media and, specifically, by women’s magazines, which tend to be more interested in paid advertisements than their own content...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Periodismo I, leída el 19-06-2017