Red Time is Me-Time: Advertising, Ambivalence, and Women's Magazines

This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a U.K. women's magazine called Red. The study qualitatively explores the tensions and ambivalences experienced by female participants in response to a campaign using the notion of self-indulgence and "me time" as they experience it in the context of their everyday lives. It shows how women attempt to reconcile the mixed emotions that the Red campaign evokes in them.

Media Research and Psychoanalysis: A Suggestion

This short commentary outlines psychoanalysis as a theory and method and its potential value to media research. Following Dahlgren (2013), it is suggested that psychoanalysis may enrich the field because it may offer a complex theory of the human subject, as well as methodological means of doing justice to the richness, ambivalence and contradictions of human experience. The psychoanalytic technique of free association and how it has been adapted in social research (Hollway and Jefferson 2000) is suggested as a means to open up subjective modes of expression and thinking – in researchers and research participants alike – that lie beyond rationality and conscious agency.