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.
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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|Item Type:||Journal Article|
|Keywords:||The Australasian, Australasian Post, Aussie Post, Media history, Popular magazines, Popular culture, George Johnston|
|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|
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