Overgangsalderens repræsentationer i danske selvhjælpsbøger fra 2006-2023

This study employs the theory of Social Semiotics and the method of multimodal critical Discourse analysis (Machin & Mayr 2023) to explore the depiction of menopausal women in recent Danish self-help books. While previous research has focused on verbal discourses surrounding menopause, less is known about its visual representation, especially within a Danish context. Multimodal Critical Discourse Analysis (MCDA) allows this study to explore the discourses underlying both the text and images in these publications. Previous research on menopause discourses suggests that representations of this life stage are typically discussed from either a medicalised, feminist, or consumerist viewpoint (De Graeve & De Vuyst 2022; Hvas & Gannik 2008; Lyons & Griffin 2003), often advocating natural health and lifestyles (Hvas & Gannik 2008). This study finds that visual portrayals of Danish menopausal women focus on individualised accounts of an idealised lifestyle, where women are depicted in harmony with nature, actively engaging with their mental and physical health, and expressing happiness. Menopause is, verbally, described as difficult work, yet visually shown as something women navigate in their leisure time with ease and grace in these books. This aligns with online imagery, where influencers tend to depict menopausal women as predominantly white, able-bodied, resourceful, educated, and living in urban environments (Thorsen 2024). This sharply contrasts with the reality many women face, which may include isolation, hot flushes, and hormonally induced depression. These books, therefore, present distorted realities and potentially fall short of being helpful to women going through menopause. By critically examining these distorted realities and the discourses that construct them, this article contributes to a foundation for more informed communicative practices regarding menopause.