Gender Aspect of Media Discourse in Socialist Yugoslavia – Representation of Gender in the Women's Magazine "Bazar"

The paper revises the gender aspect of media discourse in socialist Yugoslavia on the example of one of the oldest and most popular Yugoslav women's magazine "Bazar." An analysis of the textual and visual content of the 1973 edition (issues 208–233) reaffirmed the assumption that the mass media – including The Women's Press – actively participate in the construction and reproduction of both "femininity" and "masculinity", and in the depiction of desirable/expected gender relations in a certain socio-historical moment (Yugoslav socialism). In addition to the main female character – a beautiful, young, modern and well-groomed woman who is successful in all fields (at work, at home, as a wife, mother, sister, friend, worker...) – there is also an equally caring and dedicated husband and father, a modern man, successful in his field of expertise. In other words, of all the roles that Yugoslav society has assigned to women/men, the following seem to be dominant: She is primarily 1) a wife, mother and housewife, 2) a hard worker, and 3) a woman who is clearly positioned in the new consumer society, while He is 1) Pater Familias, 2) a successful businessman, and 3) a modern man who keeps up with the times. The research has shown that these (and such) "Bazar" images of a woman / man are highly harmonized with the official representation of gender in the socialist Yugoslav society – She is the embodiment of the socialist "super-woman", while He is depicted as part of the hegemonic model of masculinity. The female-male relationship is presented in the experimental media discourse in two ways. The first (socialist) model of gender polarity – the one that is in the central media plan / easily observable / clearly legible – is placed in the official narrative framework of socialism as an ideology that follows the principle of equality as the dominant matrix in social/gender/economic/family relations. In the second narrative plan, there is a traditional model of gender polarity, which is based on binary oppositions – weak-strong, gentle-rough, subordinate-dominant, dependent-independent, right-wrong – performed by the female-male couple. By analyzing the media discourse of the experimental socialist periodical, it has also been established that the narrative of one of the most popular Yugoslav women's magazines contains all three key terms (for gender reading or in the media text) – these are power, gender (in)equality and representation of meaning. Interpreting textual and visual content as a system of representation (and not presentation) of reality, it becomes obvious that despite the change in social paradigm in the years after World War II, the policy of gender representation in the context of power relations (man over woman) continued, which Yugoslav socialism – as a doctrine of equality – clearly could not (or did not want to) eradicate in practice.