Condensed hegemony: A cultural/ideological critique of "Reader's Digest", 1980-1992

Shawny Anderson, Purdue University

Abstract

This study analyzes the ideology of Reader's Digest during the Reagan/Bush era in the United States from 1980-1992. Recognizing the magazine's attempt to assert itself as a hegemonic force, the project combines the principles of Rhetorical Criticism and Cultural Studies to produce a composite view of the ideology of Reader's Digest, especially in reference to selected issues. After providing a review of the relevant literature on the subject, the study outlines the development of cultural/ideological studies both within and outside the field of Communication. The paper summarizes the writings of Ernesto Laclau and Chantal Mouffe relevant to cultural/ideological studies, then explains "articulation theory" as the critical methodology to be employed. Chapter Three provides a historical overview of the magazine as an institution, then applies Edward S. Herman and Noam Chomsky's "Propaganda Model" to the organization. Selected topics for textual analysis include: Representations of Women, Representations of Communism and Its Adherents, and Representations of Science and Technology. Finally, the overall ideology of the magazine is demonstrated to be based in promotion of social, political, and psychological inertia.

Degree

Ph.D.

Advisors

Schiappa, Purdue University.

Subject Area

Mass media|American studies

COinS