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Women In Mainstream Media

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W hat contemporary ideals for young women are presented and promoted by Rookie to its community of readers? To what extent do these values both disrupt and reinforce those promoted in mainstream media?

During September 2011 Tavi Gevinson birthed Rookie Mag, an ‘online publication for teenage girls’ , created as a result of her observation ‘that there wasn’t a magazine for teenage girls that respected its readers’ intelligence' . The blog is an ode to zine culture, with its crafty aesthetic and strong message of social justice, its Riot Grrrl roots obvious in its promotion of values vaguely reminiscent of those of the movement of the nineties; creativity, freedom of self-expression, individuality and a rejection of the mainstream, all within …show more content…

The contributors of the site write their articles with heavy post-feminist undertones, something that can be seen with the promotion of freedom to be who you want to be, and the reassurances that it’s Okay (in fact, maybe desirable) to break away from societal norms and expectations and simply be. The feminism isn’t a promotion of self-respect and equal pay, like the mainstream feminist argument is, it is instead a celebration of women, a site that promotes the idea that women should support each other to live however they wish to, unlike mainstream media that often plays on the idea that women should compete with and oppose one …show more content…

In 2010 the ad revenue made by online news outlets surpassed that of print news, and this change is still gaining momentum, with some experts predicting that print media will cease to exist by 2050.

The art is avant-garde and quirky. The music, featured in Rookie’s weekly playlists, is full of obscure artists mixed with Patti Smith and David Bowie and Taylor Swift, a revolutionary mix of underground and aboveground.

It’s easy to be enchanted by Rookie. Its content is refreshing and unlike anything else on the Internet or otherwise. The charming imagery of Rookie’s aesthetics, and the comedic, self-deprecating nature of the content can easy be blinding, making it hard to criticise or notice any flaws in Rookie’s outlooks and portrayals of the ‘experiences... [that are] universal to being a teenager, specifically a female one’. Even a close examination of the content proves criticism to be difficult; how can you fault a site that, first and foremost, promotes the importance of being yourself whoever that may be? As someone, such as myself, who was born into immeasurable privilege, it is difficult to detect and critique the promotion of values that rely heavily on inherent privilege. Superficially, Rookie Mag seems to promote inclusivity and an intersectional approach to feminism, and while in the cases of some content this may be true, a deeper look exposes cracks in this façade. Representation and consideration

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