Abstract
This article analyses developments in Norwegian magazine journalism in the last decade, focusing on the broad and varied spectrum of magazines targeting women. The analysis is based on multiple methods and data sources, aiming to connect the production and reception of magazine journalism to the texts of magazines. This article will identify and discuss five key trends: fragmentation, digitalization, Nordic inspiration, redefinition of the political and beautification. The trends are discussed in light of public sphere theory and selected orientations in Nordic journalism research.