Glasovi u ženskim časopisima
Voices in women’s magazines

Summary/Abstract: The paper deals with different voices that appear in women’s magazines. Some text may contain multiple voices representing people with different attitudes and views. In most cases these voices are interactive and participate in dialogues. The most significant of these voices are the voice of a friend/friends and the voice of „big sister“ – someone is there to listen, to advise you and help you. Consequently, such voices are rather informal. Then, there is the voice of a reader, i.e. an implied reader’s voice. If magazine writers implicitly represent someone, they presuppose a direct access to mental flow of the women they address or write about. Different topics covered in women’s magazines are an apparent combination of various genres and discourses, including those on family life, fashion, home economy, politics etc. Different grammatical constructions definitely support certain voices and emphasize switching from one voice to another. Finally, the paper will show how women’s magazines influence the construction of feminine identity, especially the one which is called „consumer femininity“.

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