Abstract
M.A.
Marie Claire’s ‘The Naked Issue’ (2009) edition is controversial as it has been criticized by
both the public and popular press for using a sensationalist approach to women abuse as a
promotional tool for the magazine itself, rather than using the magazine as a vehicle to
create public awareness regarding women abuse. Against this background the goal of this
minor dissertation is to present a development communication reading of the views of
selected readers of Marie Claire’s ‘The Naked Issue’ (2009) edition. This was achieved by
way of a literature review and an analysis of the data collected during in-depth interviews.
The methodological approach that was used by the researcher was qualitative, and
purposive sample was drawn keeping with the readership profile.
In the literature study it was argued that the preferred communication approach
to be used when publicly communicating a developmental message such as women abuse
is a participatory approach. This means for Marie Claire’s ‘The Naked Issue’ (2009) edition
drawing on the literature of development communication (since women abuse is a
development communication issue); the use of celebrities in so doing; and using nudity in a
magazine, this study created guidelines for analysing the interviewees’ responses regarding
the communication approach of Marie Claire’s ‘The Naked Issue’ (2009) edition, the use of
celebrity and the use of the nudity. In the guidelines it was suggested that each
developmental initiative should be regarded as complex and unique where there is a focus
on a dialogical communication in order to empower the developing community through
participation. This could be attained through using a variety of media platforms. The
guidelines also suggest that when celebrities are used within a developmental
communication development effort, celebrities must be used tactically to create a congruent
image between cause, celebrity and developing community in order to create an
environment for public awareness and social dialogue. Lastly, the guidelines suggested that
when nudity is employed as part of a developmental communication effort it is important
that there must also be a congruent image between once again, the use of nudity, the
cause and the developing community. Interviews with selected readers indicated that some
interviewees were unaware of all the different facets to the development effort, but they felt
it did succeed in raising awareness about the developmental issue of women abuse
through starting a dialogue about it. The interviewees did however point out that is
important to continue the dialogue throughout the year. The interviewees condoned the use
of celebrities and nudity with reference to Marie Claire’s ‘The Naked Issue’ (2009) edition’s
sensationalist nature. It was perceived by the interviewees that there was a lack of public
participation. Based on the comments of the interviewees this development effort did not
take the South African contextual factors into account as Marie Claire’s ‘The Naked Issue’
(2009) edition was based on the international campaigns of Marie Claire. For most of the
interviewees the use of nudity needs to be justified and tastefully executed.