Blue jean magazine, a bi-monthly magazine for and by adolescent girls. Subscription information: Blue jean magazine, P.O. Box 90856, Rochester, NY 14609. On the Web at: http://www.bluejeanmag.com.

OVERVIEW

blue jean magazine is a glossy publication written for and mostly by adolescent girls. Completely free of advertising, it intends to avoid the image conscious outlook of most teen magazines. The issue reviewed, November/December 1997, focused on feminism. Articles included black feminists, sexual harassment, report from girls who attended a national conference of the National Organization for Women (NOW), and a report on the ‘Riot Grrrl’ movement across the country. Regular features include ‘Dear Dr. Beth...,’ "Point-Counterpoint," "Real Health Issues," "After High School," "Art Show,"and "She’s Crafty."

The magazine does not accept advertising so that "we can focus on what readers...really want to read about...Many beauty company advertisers require that their products be featured in what is known as ‘complementary ad copy’ (articles that feature the advertisers’ product). This explains why there are so many beauty tip sections in mainstream teen magazines" (p. 2).

The feel of the magazine is countercultural, bold, anti-sexist, and is focused on encouraging girls to accomplish their plans and dreams. However, one writer, an 18-year-old from Ohio, is not a feminist and takes exception to what she perceives are feminist agendas such as "proving that men and women are exactly the same;" looking down on homemakers and stay-at-home moms; and affirmative action, in which companies would "lower their standards to bring ‘equality’ to women." She does agree with the goal of the "valid attempt to fight the oppression of women" (p. 5).

In the article, "Suffering in Silence" (pp. 16-17), a 15-year-old correspondent researches the issue of sexual harassment in her high school. She handed out surveys to 35 girls, interviewed a teacher and a boy involved in an incident, and attempted to interview the principal or vice-principal, but was told they were too busy to talk to her until the fall. Seventy-eight percent of those surveyed said they had been sexually harassed, including ‘name-calling, humiliating rumors and inappropriate touching.’ Many girls said they did not report incidents because it ‘happens on a normal school day’ and is no big deal, or because they fear reporting it will ‘just make it worse.’

Out of eighteen articles or regular features, thirteen forge a decidedly feminist slant. Of course, the focus of this particular issue is feminism, so it is worth checking to see if such a strong emphasis is present in other issues.

IMPLICATIONS

Few would question that advertising puts enormous pressure on girls and women to be concerned about their appearance, almost to the exclusion of other aspects of their persons. This pressure can be counterproductive to developing as a healthy person. In this sense, blue jean magazine provides a healthy alternative magazine for teen girls. Yet, the heavy emphasis on feminism and feminist issues may be a negative factor for many readers. The subject matter is probably inappropriate for young teens.

Carol Harllee cCYS