Stereotypy ról społecznych kobiet w prasie kobiecej a ich zachowania konsumpcyjne
Stereotypes of women’s social roles presented in women’s magazines and the problem of female patterns of consumption behaviour

Author(s): Anna Karczewska
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Śląskiego
Summary/Abstract: Socio-economic changes in contemporary Polish society, including changes in themedia market after 1989, contributed to a lot of changes in the field of behavioural patterns typical of women presented in the pages of women’s magazines, and consequently in the sphere of women’s consumer behaviour. Western consumption patterns spread on the majority of inhabitants of the cities, especially young women who were involved in the process of socialization in the years after 1989. The article presents the main social roles of women (including stereotypes of social roles) presented in women’s magazines and their relationship with the consumption behaviour of women. Modern consumer society offers the possibility of creating one’s own identity and fulfilling social roles through the sphere of consumption, which is reflected in the magazines for women.

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