The ideology of convenience. Canned foods in women's magazines (Flanders, 1945–1960)

This paper investigates the communication of canned foods in Flanders between 1945 and 1960. It forwards the antinomy between convenience and care as theoretical framework, it uses three women's magazines as source material, and it subjects this material to the technique of close reading. The results show that the discursive construction of canned foods differs according to the ideology of the magazines. Whereas the agrarian periodical discarded...