Abstract:

This paper will focus on the results of an ethnographic study, including a sample of women’s magazine readers. Ethnographic studies are a qualitative and in-depth approach, in which research analysts go through a period of close contact with the consumers in their habitat. A total of forty-two ethnographic interviews were conducted leading to the construction of this typology. In 1997 this study was updated through the conduction of new interviews with readers with the same profiles.