Linloog Women's Magazine And Its Female Image

The Linloog Women's Magazine was published in Shanghai between 1931 and 1937. The abbreviation of the magazine is Linloog. Linloog has a petite appearance and its design style is unique. Linloog takes article as the principal thing. The photographic pictures and the cartoons occupy the 1/3 of the content. Although the publication is petite, the content of the magazine is rich, including female general knowledge, legal knowledge, entertainment, fashionable clothing and so on. Linloog is knowledgeable and attractive.Before the studying on Linloog the magazine's opening issue place must be comprehended. As an opening city Shanghai was good at accepting the western culture, it was rich in changes compared to the traditional China's other places. In the first half of 20th century, the political structure, economic type, culture, social morality and the people's valuable ideas in China was all changed in different degrees. The special social environment had provided sufficient preparations for opening issue of the magazine.Linloog had a unique editor community which kept the magazine continuing popular for seven years. The entire editor of Linloog received the higher education and they all applied themselves to media enterprise. The editors of the magazine include photographer, drawer, translator and critic. They were all the active members of the civic culture. The diversification of the editor's occupation let the magazine demonstrate rich content and nimble form.The factors that affect the Llinloog's localization were quite intricacy. It involves the macroscopic environment, the laws and regulations of the news and the audiences. Under the strict review mechanism, Linloog avoided publishing articles related to the politics. Linloog made itself the mouthpiece of the female. The magazine's objective was to improve the civic life quality and promoting the entertainment. Linloog is a leisure publication which can be read with ease. As a complete commercial magazine, the female image of Linloog is full of perfect feminine temperament. They were neither the mother of the citizens nor the national warriors. They were the advanced mothers, charming wives and the modern girls. However, the communication of the feminine consciousness in the magazine was extremely contradictory. This conflict was related to the expense consciousness and the semi-feudal society.Linloog is not only the bellwether of the modern life in that period but also the witness of the era. Linloog may not always lead the tide of the epoch, but we can glimpse at its characteristic of complying with the time. Linloog has its historical value and significance.