The target audience of Femina is women and because of its target audience, so Femina being potential magazine for cosmetics and toiletries product to advertise. One of mass media in Indonesia that used for advertising is Femina magazine. In 1957, the magazine manifested itself, first of all, as a forum or a “public square.” Read more Its emergence and survival, to a large extent, relied on its creative interpretation of this format. But for those involved in minkan, the magazine format went far beyond the print media. The CCP had no particular understanding of the magazine format, except as a useful propaganda tool to persuade the masses to support the party. two most effective weapons for achieving and maintaining power the other being qiang ganzi (枪杆子,gun barrel, violence).1 Magazines helped the CCP to create its alliance that opposed and defeated the Kuomintang (KMT).2 The word “magazine” for the CCP implied “a violent mentality,” while for the minkan participants it was a way of networking, a periodic inquisition of the establishment, a source of alternative information, and a way of influencing the society, especially the urban youth, so as to realize self-conscious practice.

Mao Zedong regarded magazines as bi ganzi (笔杆子,pen barrel, the literary media), one of the.

Upon its reemergence in 1957, minkan offered a fundamentally different view of “magazines” or “publications” than that held by the Chinese Communist Party (CCP), which considered “magazines” or “publications” as instruments that could be used to spread ideology. This chapter examines minkan in the 1950s.

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