'Femina': 25 years as the foremost women's magazine

'Femina': 25 years as the foremost women's magazine

By Dini S. Djalal

JAKARTA (JP): In 1972, women in Indonesia accounted for 33
percent of the workforce, primarily as manual laborers. Women
comprised barely one-third of all university graduates. Half of
all females over the age of 10 could not read or write, compared
to 30 percent of all men. Most women, even upper middle-class
educated ones, married by the age of 25.

Under these circumstances, Widarti Gunawan, Atika Makarim,
Mirta Kartohadiprodjo and Sofyan Alisjahbana established Femina,
which celebrated its 25th anniversary yesterday as the country's
foremost women's magazine.

Launched in September 1972 with a staff of only six -- "We did
everything ourselves, Sofyan even had to be photographer," said
Mirta -- the 42-page first issue was an unexpected trailblazer
lapped up by women hungry for publications about their lives. The
cover, featuring actress Tuti Indra Malaon balancing objects
including a child, typewriter and kitchen utensils, was inspired
by a more radical women's magazine in the U.S., Gloria Steinem's
Ms..

The cover was brave, the women less so. "We were laughed at by
all the journalists, especially our husbands, who were already
magazine editors," said Atika. Widarti's husband Gunawan Mohamad
was editor of the now defunct newsmagazine Tempo, and Atika's
husband Nono Makarim was chief of daily newspaper Kami, which has
also ceased publication.

"They didn't take us seriously because we weren't journalists.
But we could write and we knew what we want," asserted Mirta.
Mirta and Sofyan are children of the late writer and philosopher
Sutan Takdir Alisjahbana.

Despite that initial bold leap, the founders of Femina drew
the line at bra-burning antics of their American counterparts.
"We made that cover because we were inspired by the superwoman.
But now, I don't want to be a superwoman anymore. I didn't
realize it would be so exhausting!," said Mirta.

It may have demurred from a more aggressive stance, but
Femina, in its own unassuming way, proposed an equally forceful
brand of feminism -- though the founders are quick to brush off
the stigma of militancy.

"Are we feminists? No," said Mirta.

"We are independent women, but we regard our femininity as an
asset," agreed Atika Makarim.

Further prodding into the matter, however, revealed that the
stern denials camouflaged a careful reflection on the
predicaments of Indonesian women.

The women admit that the double burden European and American
women have of tending to work and family do not necessarily apply
here, at least not for the well-to-do. "Here you just don't need
to be extreme. You have servants, so women aren't regarded as
mere child-minders," said Atika.

They also note that, as more women have higher education and
enter the workforce, they provide stiff competition to less
flexible male applicants. "If you look around, it's actually
easier for women graduates to get jobs," noted Mirta.

What's the magic touch? Feminine guile? "Here, without saying
women are manipulative, you can still get a lot," said Mirta.

That's if you have plenty in the first place. Femina's
founders admit that a woman's bargaining power -- economically,
politically, socially -- increases with better schooling. Those
who don't know what their rights are cannot demand them. "Those
who are suffering are the poor and uneducated," said Atika.

Unfortunately, the poor are often outside of Femina's reach.

"Femina is for more educated women. It's for middle and upper-
class housewives and career women," said Mirta.

Family values

The demographics of Femina's readership, and that of other
women's magazines like Kartini and Sarinah, are quickly changing
-- Widarti noted that whereas initially Femina's readers were 70
percent housewives, now it's mostly working women -- but the
content has been slower in shifting. Reportedly in tune with what
its customers want, Femina never strays from its doctrine of
family values. Neither does its sister publications; Ayahbunda
for parents, teen publication Gadis, society/fashion magazine
Dewi and new health magazine Sartika.

"We admit Femina is very domestic, but according to our
survey, the ideal woman is one who has her family in order," said
Widarti. "Their families are most important. After their families
are taken care of, then women can think of themselves, of how
they look. And Femina can show them how to look more attractive
and groomed."

"We're definitely family-oriented," Mirta confirmed.

The family orientation means cornering a niche market safe
from would-be competitors, such as the newly-launched
Kosmopolitan. Mirta insisted there is no rivalry.

"We're a service magazine. We talk about careers and open up
women's horizons. We don't pretend to be sexy," said Mirta.

Femina tries, however, to discuss sex when the occasion rises
-- and when the censors allow.

"Once we wanted to teach women how to breast-feed but we
weren't allowed to show the nipple," complained Widarti. Even a
photo of a naked baby boy and baby girl was blacked out by the
censors, she added.

In line with modern women's growing openness towards sex and
sexually-related topics, Femina is now veering towards more
sensitive reportage, up to a point.

"More women now know about sex, so we're more open. But we're
not taking risks. We consider our readers' feelings," she said.

What makes all the difference, Femina claims, is to deliver
the information in a tactful but no-nonsense manner.

"I read all these sex articles where the writer goes around in
circles skirting the issue, and it winds up being vulgar. We feel
that if you take a straightforward, clinical approach, then it's
easier to read, understand and accept," said Widarti.

Just how bright should the spotlight on sex shine? After all,
despite its prominence in the canon of European and American
feminism, sexual openness and equality is hardly the benchmark by
which to judge women's progress.

Indonesia can claim notable advancements in the lives of its
female citizens, but also notable stagnation. To date, only three
women jostle among the country's top 100 business tycoons, and
few more stand behind a government podium (5 percent in the
cabinet, and 12 percent in the legislature). The country still
has the highest maternal mortality rate in Southeast Asia, and
women, comprising 40 percent of the labor market, still take up
mostly menial or household work. To many women struggling for
basic subsistence, sexual equality may be the height of
unattainable luxury.

Inroads do not improve male-female dynamics, Widarti said.
"Back then, the concept of friendship was different. It wasn't
possible for men and women to be friends. Now men and women can
be friends with no sex involved."

Being able to meet eye to eye without repercussions enables
these "friends" to take equal steps forward, together. "These
friendships show that men and women are now on more equal
footing," Widarti said.