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Introduction
Professor Mary Ann Glynn
Title Slide
Theoretical Framing
Why Martha?
Organization of Presentation
I. Research Site
Doyenne of Domesticity
Martha Stewart Living
Those special occasions...
-to the mundane.
-to new realities at Home with Technology
...and from coupling...
-to its consequence...
Evangelical domesticity in Martha Stewart Living magazine
Martha Stewart Living's Growth and Success over time...
Martha Milestones: Ownership of Living
The Business of Martha Stewart Living Omnimedia, Inc.
MSO Business Segments 2002
Growth by Business Segment
...until recently
In the wake of alleged insider trading by Martha
Cultural parodies
I want to focus on my salad
Cover of Worth
Why a Magazine?
Empirics
II. Theorizing Living
Theoretical Motivation
Theoretical Focus
Ideology as Interpretive
Ideology as Interpretive: The role of cultural resonance
Ideology as Imperative: Behavioral Guidance System
Action and Tradition
Research Questions
Crafting an Ideology of Living: Theoretical Assumptions
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III. Preliminary Analyses and Findings on Living
Data
In her own words...
Cultural Resonance & Symbolism: The view from the cover
Cultural Resonance: Knowing your (potential) audience
And...the organizational field in which you compete.
The 5 major Women's Magazines
Post-War/1950s Domestic Life
1980/90s Domestic Life
Reader Demographics x Magazine
Martha spawns a new set of women's "shelter" magazines
The Magazine Cover: Critical editorial & design page
Comparison of Magazine Covers
Martha as Cover Girl: Decline over time
Symbolic Shifts
Calendar
Cultural Resonance...but not restriction
Ideology and Cultural Resonance
Actionable ideology
Traditions embody Actionable Ideology
Living 101
Martha 101
Traditions
Fried Chicken 101
Increases in Frequency of 101s in Living
Writing Ideology: Letters from Martha
Ideology for Living
Remembering as Ideology
Photo Album
Remembering 2
Remembering 3
Letters and Remembering
How Martha Remembers
Remembering
Actionable ideology
IV. Conclusions
Theoretical Contributions
Emerging Conclusions
Questions
Tile Presentation
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