The last post? Tracking the Australasian to Aussie Post, 1864-2002

Murphy, Wayne L. & Mitropolous, Maria (2002) The last post? Tracking the Australasian to Aussie Post, 1864-2002. Australian Journalism Review, 24(2), pp. 133-149.

View at publisher


Aussie Post, the flagship of ocker Australiana, folded in January 2002. Post began life as the Australasian, a middlebrow magazine steeped in a nineteenth century civics of stable citizenship with a modicum of diversionary leisure. The transformation began when the Australasian became Australasian Post in 1946 under George Johnston's brief 15-week editorship. Johnston's idealistic vision of Post as a voice of post-war Australian modernity was soon overtaken by commercial imperatives as Post's identity wavered between its civic antecedents and a new low-brow populism, a niche it had finally settled into by the mid-1950s. This tension between staid civics and risqué populism shaped the magazine's long evolution into its final realisation of the pictorial general interest genre. This paper, based on a close examination of the magazines themselves, tracks Post's generic evolution and focuses on the struggle to redefine the magazine’s identity during the post-war period when the axis of Australian identity was reluctantly shifting from the staid traditions of Rule Britannia to the flashy modernity of Pax Americana.

Impact and interest:

Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

457 since deposited on 08 Aug 2011
31 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 42508
Item Type: Journal Article
Refereed: Yes
Keywords: The Australasian, Australasian Post, Aussie Post, Media history, Popular magazines, Popular culture, George Johnston
ISSN: 0810-2686
Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > JOURNALISM AND PROFESSIONAL WRITING (190300) > Journalism Studies (190301)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Schools > Journalism, Media & Communication
Copyright Owner: Copyright 2002 Journalism Education Association of Australia Inc
Deposited On: 08 Aug 2011 00:50
Last Modified: 08 Aug 2011 04:06

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page