US Latinx Activism and Protests: From the Farm to the (Legislative) Table

Women in Magazines

The representation of women in publications plays a role in the construction of stereotypes and standards that prevail in society. It is worth noting that many magazines focus on exalting physical beauty; thus causing oppression to those women who do not meet these ideals imposed by a patriarchal society. However, throughout the years, feminists have raised their voices and resisted this oppression, emphasizing the importance of women's leadership and intellect to present an alternative to how they are valued in society.

Magazines that focus on promoting women's physical appearance encourage superficial and unrealistic standards. Among these are the five high-end women's magazines: Cosmopolitan, Elle, Glamour, Telva, and Vogue. These magazines portray beauty based on explicit facial and body parameters such as body shape, height, size, hair, and eye color (Saldaña et al., 30). Through these stereotypes, women become objects of admiration, and their worth is rooted in their appearance rather than their talents or identity. This perpetuates gender inequality in society in which women constantly feel pressured to meet and conform to these unattainable standards. Furthermore, beauty is often used as a benchmark to measure women's capabilities, and those who do not meet these standards are limited in their capacity to develop professionally and attain leadership roles.

For example, we can see in this Look magazine cover where the focal point is a fair-skinned woman wearing a long floral dress, while behind her are darker-skinned women wearing indigenous attire. On the bottom-right side of the cover, we see the message "Changing Guatemala through artisanal fashion," which raises questions about who or what has the power to change and reform society. This magazine cover implies that fashion can be a catalyst for change and facilitate transformations in political, social, and cultural spheres. However, the magazine is not nurturing this as a way of self-expression for every woman; instead, it is emphasizing the woman in the center, the one who conforms to beauty standards. This is even more evident by the fact that it is indigenous women in the background, strengthening the detrimental stereotypes that cause the erasure of certain women's experiences whose identities are less valued and thought of as deserving less visibility.

Feminist Portrayal

On the other hand, we can also examine the representation of women from a feminist perspective that aims to provide a space for the marginalized voices of women. In this way, the experiences of different women from diverse ethnicities and backgrounds can be amplified, challenging the stereotypes imposed by society. An example on how this has been achieved is through fanzines, such as "Brujas" by Asociación de Trabajo y Estudio de la Mujer (ATEM). 

Through "Brujas", the ATM (Asociación de Trabajadoras del Mundo) sought to address issues such as sexual violence, women's labor rights, the expression of sexuality, and the organization of the feminist movement. According to the article "La revista Brujas, militancia feminista en democracia", this group of feminist women utilized different methods of organization to convey new feminist ideals through essays and bulletins on the feminist movement of the time to give voice to those who were often marginalized (Torricella). Through these narratives, the authors revived the concept of "brujas", symbolizing the first women subjected to violence who stood up for themselves and fought against societal's norms. At the same time, they were shedding light on the oppression women have endured for years, and they reclaimed the derogatory term as one reflective of women's empowerment and their determination to resist societal stereotypes. 

Unlike fashion magazines, "Brujas" includes images to promote acceptance of all women. An example of this is the image on the right where we see the figure of a curvy naked woman and hairy body. This image serves to show that these feminists no longer feel the need to produce and propagate images that align with society's beauty standards, neither are they afraid to showcase women of different backgrounds and appearances while emphasizing their uniqueness.

Similarly, and more explicitly, in this image included in the March 1993 issue, we see a woman looking at her reflection in the mirror. In the first part of the image, the woman is portrayed as being dissatisfied with her appearance since she does not look like the beauty standards that society imposes on women, represented by the skinny woman that she sees in the mirror. Furthermore, in the second part of the image, the woman is erasing society's ideal and she is depicted as finally conforming to her appearance. This image fully represents the message of these feminists who emphasized the acceptance of all women regardless of their appearance or origins.

Other feminist magazines focus on promoting women participation in society, which is the case with Fempress by Instituto Latinoamericando de Estudios Transnacionales. This publication focuses on topics regarding women’s rights and social participation in Latin America. This image included in the 199 issue, calls for women’s perspectives to be taken into account in the three branches of government. The article that accompanies the image discusses a project that would allow women to be at least 30% of decision-making positions. In the image we see a group of women, even little girls, with posters stating “Luchamos por los derechos de la mujer” and “Mujeres Adelante”. By including a little girl, the message conveyed is that the fight for women's rights is also responsibility of the new generation. Overall, the image conveys the message that women have rights, including the right to participate in political matters regardless of what patriarchal societies may try to promote. 

A more recent example of a women's magazine that gives a voice to women and their stories is “Volcánicas”. This magazine, according to its website, aims to commit to democracy to guarantee that each person enjoys their rights, thus going against the standards of the patriarchal society. In an article published on May 12, 2023, titled "La maternidad deseada es una lucha por nuestra humanidad", the magazine discusses the issue of abortion, a controversial topic in our contemporary society that affects many women. The article focuses on giving a new perspective as to why the right to abort should be respected and that the surrogate should be able to decide what to do with her body, especially since for years giving birth was seen as a means to a capitalist end.

For years we women have been told how to act, how to look and value has been imposed on us based on how much we resemble the stereotypes that society imposes on us. However, it is time to fight against this oppression of women, and it is with this purpose that feminist magazines such as "Brujas", "Fempress" and more recently "Volcánicas" give a voice to different women who have been marginalized.










Sources

Aesthetic and Anti-Ageing Magazine. (n.d.). Blog-botox. HuidAesthetic. http://www.huidaesthetic.com/magazine-articles/blog-botox-article1/

Asociación de Trabajo y Estudio de la Mujer (ATEM). (n.d.-b). Brujas. UCLA Library Digital Collections. https://digital.library.ucla.edu/catalog/ark:/21198/z17q2t57

Instituto Latinoamericano de Estudios Transnacionales. (n.d.-a). Mujer-Fempress. UCLA Library Digital Collections. https://digital.library.ucla.edu/catalog/ark:/21198/z1jh7qr7

Look Magazine. (2017, July 4). Look julio 2017. Issuu. https://issuu.com/lookmag/docs/lm_jul17

Ruiz-Navarro, C., & Robledo, V. M. (2023, May 13). La maternidad deseada es una lucha por nuestra humanidad. Volcánicas. https://volcanicas.com/maternidad-deseada/

Vega, S., Barredo, D., & Merchán, A. (2020). La Representación del Universo Femenino en las revistas femeninas de ... https://repositorio.ucam.edu/bitstream/handle/10952/5803/391-Texto%20del%20arti%CC%81culo-14141618-1-10-20201223.pdf?sequence=1

YouTube. (2016, September 23). Stay beautiful: Ugly truth in beauty magazines. YouTube. https://www.youtube.com/watch?v=zIIKTNPP5Ts&t=128s

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