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A New Magazine Prospectus Informed by a Historical Review and Qualitative Study on the Media Uses of Mormon Women

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A New Magazine Prospectus Informed by a Historical Review and Qualitative Study on the Media Uses of Mormon Women Brigham Young University BYU ScholarsArchive Theses and Dissertations 2011-03-17 Time Out for Women Magazine: A New Magazine Prospectus Informed by a Historical Review and Qualitative Study on the Media Uses of Mormon Women Maurianne Dunn Brigham Young University - Provo Follow this and additional works at: https://scholarsarchive.byu.edu/etd Part of the Communication Commons BYU ScholarsArchive Citation Dunn, Maurianne, "Time Out for Women Magazine: A New Magazine Prospectus Informed by a Historical Review and Qualitative Study on the Media Uses of Mormon Women" (2011). Theses and Dissertations. 2962. https://scholarsarchive.byu.edu/etd/2962 This Selected Project is brought to you for free and open access by BYU ScholarsArchive. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of BYU ScholarsArchive. For more information, please contact [email protected], [email protected]. Time Out for Women Magazine: A New Magazine Prospectus Informed by a Historical Review and Qualitative Study on the Media Uses of Mormon Women Maurianne Dunn A selected project submitted to the faculty of Brigham Young University in partial fulfillment of the requirements for the degree of Master of Arts Quint Randle, chair Sherry Baker Tom Robinson Department of Communications Brigham Young University April 2011 Copyright © 2011 Maurianne Dunn All Rights Reserved ABSTRACT Time Out for Women Magazine: A New Magazine Prospectus Informed by a Historical Review and Qualitative Study on the Media Uses of Mormon Women Maurianne Dunn Department of Communications, BYU Master of Arts This project uses a qualitative research approach to understanding Mormon women‘s uses and gratifications of magazines. The first study provides a retrospective look at the uses and gratifications of readers of the Relief Society Magazine (1915–1970) in order to understand where media targeted to Mormon women has been. Through interviews, focus groups and questionnaires, the study finds the main reasons Mormon women read the Relief Society Magazine was to provide (a) a handbook for daily life, (b) a community, (c) intellectual stimulation, (d) an aspirational ideal, and (e) an escape from daily life. When the magazine ceased publication, readers felt a sense of loss and recognized a need to move on. The second study researches Mormon women‘s current uses and gratifications of media, with a focus on magazine use. Through focus groups and questionnaires, the main uses and gratifications of current media among Mormon women include (a) interaction, (b) cognition, (c) and diversion. Mormon women‘s media use is also influenced by warnings from others about the dangers of particular media or too much media use. This project then presents the concept and design for a new magazine targeted to Mormon women and seeks to fulfill the needs and gratifications found in the research discussed here. Keywords: uses and gratifications theory, magazines, Relief Society Magazine, textual analysis, Mormon, Latter-day Saints, LDS, women, media, audience research ACKNOWLEDGEMENTS I would first like to thank my parents for their constant encouragement and unfailing support throughout the entire process of completing my master‘s degree. Specifically, I would like to thank my mother for the hours she spent helping me find former readers of the Relief Society Magazine to interview, transcribing interviews, and hosting numerous focus groups. I would also like to thank my father for instilling me with a love of education, the written word, and communication in general, which led me to seek a master‘s degree in the first place. Many thanks also go to Janice Barfuss, who offered her magazine design expertise by providing the design concept and designed mockup for Time Out for Women magazine. Each of my master‘s project committee members provided unique insight for which I am grateful. Dr. Quint Randle provided me with insight into magazine research and knowledge of designing the concept of a new magazine. Dr. Sherry Baker lent her expertise in Mormon media research and provided me with the idea of creating the ―new Relief Society Magazine‖ initially. Dr. Tom Robinson provided many insights into my research methods, types of research to include in my literature review, and ideas for balancing print and online media. All of these insights enabled me to reach my academic and professional goals by creating a high quality master‘s project. iv Table of Contents Chapter 1: Introduction ............................................................................................................... 1 Background Information ....................................................................................................................... 1 Overview of Time Out for Women ........................................................................................................ 5 Nature and Scope of the Project ............................................................................................................ 6 Purpose of the Project ............................................................................................................................ 6 Target Audience ...................................................................................................................................... 8 Project Value ........................................................................................................................................... 8 Qualifications .......................................................................................................................................... 8 Career Goals ........................................................................................................................................... 9 Chapter 2: Literature Review .................................................................................................... 10 Relief Society Magazine ....................................................................................................................... 10 Uses and Gratifications Theory ........................................................................................................... 12 The Changing Media Landscape ......................................................................................................... 16 Women’s Media Use ............................................................................................................................. 18 Mormons and Media ............................................................................................................................ 19 Qualitative Content Analysis ............................................................................................................... 21 Chapter 3: Methods .................................................................................................................... 24 Qualitative Content Analysis ............................................................................................................... 24 Semistandardized Interviews ............................................................................................................... 24 Focus Groups, Personal Interviews, and Open-ended Questionnaires ............................................ 24 Demographics........................................................................................................................................ 26 Chapter 4: Results for Reader Responses to the Relief Society Magazine in the 1960s and 1970............................................................................................................................................... 28 v A Handbook for Life ............................................................................................................................ 28 Community ............................................................................................................................................ 31 Intellectual Stimulation ........................................................................................................................ 35 Aspirational Ideal ................................................................................................................................. 37 Escape from Daily Life ......................................................................................................................... 40 Responses to Ending ............................................................................................................................. 41 Conclusion ............................................................................................................................................. 45 Chapter 5: Results for Mormon Women’s Media Use Today ................................................ 47 Interaction ............................................................................................................................................. 47 Cognition ............................................................................................................................................... 60 Diversion ................................................................................................................................................ 66 Warnings ............................................................................................................................................... 71 Church-related Media .........................................................................................................................
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