Values in Vogue : nylanserade Vogue Scandinavia : normbrytande eller vinstdrivande?
The newly launched Vogue Scandinavia has presented their values which we have defined as “female empowerment” and “sustainability”. This essay explores, through a qualitative content analysis and discourse analysis, how these values are expressed in the first issue and in what ways they correspond with the magazine’s content. The results show that Vogue Scandinavia does in some way promote female