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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.

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Abstract

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.

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ID Code: 42508
Item Type: Journal Article
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
Current > Schools > Journalism, Media & Communication
Copyright Owner: Copyright 2002 Journalism Education Association of Australia Inc
Deposited On: 08 Aug 2011 10:50
Last Modified: 08 Aug 2011 14:06

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