Magazines are everywhere. They are proudly displayed in bookstores, gas stations, minimarts, and the most memorable place, the check out at grocery stores. They have always been one of the most influential forms of journalism, reasonably withstanding even the pressures and easy access to Internet journalism. Magazines are full of useful information and juicy gossips, two things people apparently cannot live without. Some magazines also seem to be dictating unrealistic gender stereotypes, sending subliminal messages to both men and women. After perusing two different magazines the conclusion might be drawn that magazines are portraying men and women in unrealistic terms, providing messages to men and women about how they should look, act, shop, etc.
Men's Health is a magazine directed toward men and their health and is said to be "The Largest Men's Magazine". At first glance one can tell the magazine is all about losing weight and sex. The August 2008 issue is touted as a "Special Lose Your Gut Issue" as broadcast across the top of the magazine in large white letters. On the cover is the good-looking Aaron Eckhart depicted in black and white. He looks relaxed yet he has a very strong face with no smile. Around his picture are the typical magazine headlines which include titles about getting a better body, flat stomachs, six packs, fast results and sex tips. The front cover seems to tell you in no uncertain terms that to be a man you have to have a six-pack to impress.
Throughout the magazine there are a variety of ads: some for insurance, sports vehicles, jewelry, cologne/body washes, and exercise equipment. Particularly for the sexually oriented ads the women are nearly naked, with their hands against the good looking guy next to them. Throughout the rest of the magazine the picturing of women is similar. Women are seen in their underwear, almost-nothing swimsuits, or sexy, low cut, short dresses such as the wardrobe of the actresses on "Sex and the City". Similar to the depiction of men, the women do not seem to be overweight. The men are seen shirtless, buff and sweaty, wearing sports gear, or wearing a nice business suit. In all the ads the men have a nice hairstyle, a craggy face and are always depicted as doing something active. Men are mostly seen from the waist up unless their "activity" involves the legs, while women are shown full body, whether standing up or sitting with their legs in full view. Even ads for electronics are "manly" with their dark blue and black colors. All of these ads strongly hint that all men are, or should be, buff, sweaty but smell good, active, flat bellied, and must have sexy, half-naked women all around them.
It is no surprise that women's magazines do the same stereotyping of women. They portray an ideal image for women to mimic, but for most this image would seem very unrealistic. The July 2008 issue of Marie Claire features Sarah Jessica Parker with a flawless face and a cute pink flowery dress. The issue is a beauty guide issue giving tips for makeup, dating, weight loss, and clothes, as stated by the headlines on the cover. The magazine is full of makeup ads with models that have perfect skin, shiny hair, smooth legs, big eyes, long necks, and pouty big lips. The list could go on and on! Most women are shown full length or just their heads with bare shoulders. There are many advertisements for lotions and hair products and exercise equipment giving messages like "having smooth skin is a must and your hair has to be perfect, having a flat stomach is a necessity, buy our products!"
Advertisements show women with well muscled men around them, giving the signal that being "beautiful" will get you all the handsome men in the world. After looking through this magazine the message to women is clear: Beauty equals a great body, shiny hair, low cut shirts, short dresses, flawless complexion, etc. The articles promote these criteria. A featured article for the edition is about fashion trends for July. No surprise here, for July wear short dresses with very low cut tops. There is not one picture with a girl who is a little on the larger side. There is also a feature called "What I Love About Me". In this feature a portrait shot is taken of each girl and they give a quote about what they like about themselves. There was only one "bigger" girl quoted, as all the rest were skinny, I mean really skinny. Clearly the girls interviewed are not models, but a slim girl is used for the highlighted picture for the article and the larger girls get the smaller pictures throughout the article.
While the articles in both magazines are relevant, the gender specific magazines send messages of stereotypical characteristics of men and women. These give a rather narrow version of what men and women should be and what is expected of them from society. The messages sent by some popular magazines may lead to unrealistic expectations by individuals, as it relates to their view of how they should look. Some instances of eating disorders have been blamed on pressure to "fit the mold" portrayed by society. Good health and proper diet and exercise can be achieved. The result may not, however, lead to your looking like one of those perfect people portrayed in that slick covered magazine you purchased waiting in line at the cashier's line at the store. As a 58-year old trying to lose weight, I know I'll never look like the men in the Bowflex ads. I don't want to.
http://voices.yahoo.com/mens-womens-stereotypes-magazines-2798547.html?cat=52
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