Changing Patterns of Other-Directedness: A Content Analysis of Women's Magazines

Riesman, Denny, and Glazer (1950) hypothesized that social character in the United States has changed over the last century from inner- to other-directedness. Numerous tests of this hypothesis using data over a few decades have yielded varied and sometimes conflicting results. In the present study,...

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Bibliographic Details
Published in:The Journal of social psychology 1989-12, Vol.129 (6), p.825-831
Main Authors: Zinkhan, George M., Hayes, Linda A.
Format: Article
Language:English
Subjects:
Advertising
Biological and medical sciences
Content analysis
Fundamental and applied biological sciences. Psychology
Miscellaneous
Psychology. Psychoanalysis. Psychiatry
Psychology. Psychophysiology
Social psychology
Social research
Women
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Summary:Riesman, Denny, and Glazer (1950) hypothesized that social character in the United States has changed over the last century from inner- to other-directedness. Numerous tests of this hypothesis using data over a few decades have yielded varied and sometimes conflicting results. In the present study, a content analysis of American advertising that appeared in female-oriented publications over a period of 95 years provides strong evidence to support the theory of Riesman et al. An analysis of 20,428 ads appearing in Ladies' Home Journal, McCall's, and Good Housekeeping indicates that the incidence of other-directed appeals has increased dramatically in this century.
ISSN:0022-4545
1940-1183
DOI:10.1080/00224545.1989.9712091