Interpersonal Relationships in Women's Magazines: Dating and Relating in the 1970s and 1980s

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Abstract
This article follows up Kidd's (1975) analysis of the rhetorical visions in popular magazine articles concerning personal relationships. Data were collected from articles appearing in women's magazines spanning the years 1974-90. We ask which relational visions have dominated the popular magazines through the 1970s and 1980s. The use of content analytic methods focuses on the relational themes found in Kidd's analysis: togetherness vs autonomy, self-vs other-orientation and restricted vs open communication. The findings indicate that, in fact, a new vision has emerged. This vision focuses on the issues of knowledge of self and other, equality, relationship stages and time.

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