‘Most of Us Guys are Raring to Go Anytime, Anyplace, Anywhere’: Male and Female Sexuality in Cleo and Cosmo

Women’s magazines are a popular site for analysis of socio-cultural messages about gender, sex, and sexuality. We analyzed six consecutive issues of Cosmopolitan and Cleo to identify the ways in which they construct and represent male and female sexuality. Overall, male sexuality was prioritised, ‘real’ heterosex was depicted as penetrative, and orgasm was given precedence. Two main accounts of male and female sexuality were identified. Men’s need for (great) sex positioned men as easily aroused and sexually satisfied, but women as needing to develop ‘great’ sexual skills to keep their men from ‘straying.’ Accounts of pleasure, performance, and the male ego represented men as concerned about women’s pleasure, about their own sexual performance and as sensitive about suggested sexual ‘inadequacies.’ We discuss the implications of these constructions for women’s gendered (sexual) subjectivity, sexual practices, and identities.     

The American image of beauty: Media representations of hair color for four decades

The present archival study examined the depiction of women's beauty in our society with respect to hair color, especially blondeness. Raters reliably categorized the hair color of cover models for two women's magazines (Ladies Home Journal and Vogue) and for Playboy magazine centerfolds from the 1950s through the 1980s. These media images from 750 observations were compared among magazines, among decades, and in relation to the proportion of blondes in a normative sample of adult White women. Results revealed that the percentage of blondes in each magazine exceeded the base rate of blondes in the norm group. Blondes were more prevalent in Playboy centerfolds than in the women's magazines. Although temporal patterns varied from magazine to magazine, the average proportion of blondes was lowest in the 1960s and highest in the 1970s. The study's findings have numerous implications for social issues and research regarding the psychology of physical appearance.The authors wish to thank Jill Grant for her assistance in conducting this research.     

“Master your Johnson”: Sexual rhetoric in <Emphasis Type="Italic">Maxim</Emphasis> and <Emphasis Type="Italic">Stuff</Emphasis> magazines

This article reports the results of a content analysis of sexual rhetoric in editorial photographs (N=994) in 2001 issues of Maxim and Stuff magazines. Goffman’s (1979) classifications of gender in advertisements were used to examine how this new generation of “lad” magazines uses images to provide readers with cues about sexuality and sexual practice. The findings reveal that both magazines construct sexuality in similar ways. However, as expected, the overall message about sexuality in the photos is different for men than for women. Women are more likely than men to be portrayed as sex objects, such as the common practice of photographing them in contorting or demeaning positions. Both magazines also depict white people as sexier than other races and assume heterosexuality.     

Selling Sex to Radio Program Directors: A Content Analysis of Radio & Records Magazine

This study was designed to examine whether radio format and musical artists' gender predict sexual content in trade advertisements geared toward radio program directors. Advertisements were coded from one of the leading music trade magazines, Radio & Records magazine, between 2002 and 2003. Results indicated that overall women artists used sexual content in trade advertisements more often and to a greater degree than did men. In some cases, advertisements in radio formats with younger demographic markets, such as pop or hip-hop, also used higher levels of sexual content. It is concluded that the organizational context of the commercial music industry helps to perpetuate status differences between women and men artists, which may then bring about a cognitive bias in the field that promotes women artists' over reliance on using sexual content in trade advertisements.     

Do representations of male muscularity differ in men's and women's magazines?

Men overestimate the degree of muscularity that is attractive to women, and women overestimate the degree of thinness that is most attractive to men. Consistent with the thesis that sociocultural input influences such body type preferences and beliefs, we postulated that magazines aimed at a male audience would portray a more muscular male body ideal than would magazines aimed at a female audience. Systematic comparison of popular magazines (Cosmopolitan, Men's Health, Men's Fitness, and Muscle & Fitness) revealed that the ideal male body marketed to men is more muscular than the ideal male body marketed to women. We introduce the Physical Trait Overvaluation Hypothesis, which proposes that gender-specific media fuel emphasis on certain body parts in within-gender prestige competitions. The resulting competitive escalation creates a disconnect between the preferences of one gender and the personal aspirations of the other.     

A Feminist Reading of Men's Health: Or, When Paglia Speaks, the Media Listens

In this paper Bloom analyzes the popular magazine, Men's Health, from a feminist perspective, locating ways that the magazine participates in an insidious form of anti-feminist backlash. She specifically analyzes the magazine to make sense of how its writers discursively position women in their relationships to heterosexual men and how they use the voices of women who call themselves feminists to promote an anti-feminist, pro-patriarchy agenda. She demonstrates that the “health” of men being promoted in this magazine is a mental health grounded in the maintenance of male privilege and power.     

Men and Women in Indian Magazine Advertisements: A Preliminary Report

Studies from developed nations indicate that women are generally portrayed in advertisements as homemakers, dependent on men, and sex objects while men are portrayed as dominant, authoritative figures. However, very few researchers have examined role portrayals in ads from developing countries. This study examined the portrayal of women and men in Indian magazine ads. Over 1,100 magazine ads from a wide range of magazines in 1987, 1990, and 1994 were examined. Results indicate that although the portrayals of women and men in Indian magazine ads have changed over the period, they are still portrayed in stereotypical ways. Role portrayals in Indian magazine ads seem to be influenced by the nature of the product being advertised. Similarities and differences between role portrayals in Indian magazine ads and those from other nations are also discussed.

     

Magazine exposure,tanned women stereotypes,and tanning attitudes

This study investigated whether magazine exposure is related to stereotypical beliefs about tanned women. A survey of White college women (n = 205) assessed their exposure to beauty/fashion and health/fitness magazines. Outcome variables were the beliefs that tanned women are fashionable, fit, and shallow. Attention to the tanned women's images in health magazines positively predicted the belief that tanned women are fit and that tanned women are shallow; in contrast, attention to the images in beauty magazine negatively predicted the belief that tanned women are fit. Number of beauty magazines women read negatively predicted the belief that tanned women are shallow. The belief that tanned women are fit was unrelated, but the belief that tanned women are shallow was negatively related, with tanning attitudes.     

The Role of Lad Magazines in Priming Men’s Chronic and Temporary Appearance‐Related Schemata: An Investigation of Longitudinal and Experimental Findings

We present a program of research investigating the effects of lad magazines on male body self‐consciousness and appearance anxiety. Study 1, based on panel data from undergraduate men, showed that lad magazine exposure in Year 1 predicted body self‐consciousness in Year 2. Study 2 was an experiment that showed that men assigned to view objectified women in lad magazines reported significantly higher levels of appearance anxiety and appearance‐related motivations for exercise than men assigned to view male fashion models. We speculated that participants believed that to be romantically successful with these women would require them to conform to an idealized appearance standard. Study 3 replicated the finding that exposure to sexually objectified women primed body self‐consciousness, and it further showed that this effect was mediated by romantic confidence.     

Masculinity,Femininity, Sexual Dysfunctional Beliefs,and Rape Myth Acceptance Among Heterosexual College Men and Women

Previous research has found links between masculinity, femininity, cognition, and rape myth acceptance. The purpose of this study was to investigate whether sexual dysfunctional beliefs—beliefs about sexuality and gender roles that have been linked to sexual disorders—explain variance in rape myth acceptance beyond that explained by an individual’s masculinity or femininity. Heterosexual college men and women in the U.S. (N = 840) completed a survey online. We found that, among men, masculinity was not associated with rape myth acceptance but that male sexual dysfunctional beliefs were positively associated with rape myth acceptance. Among women, femininity was negatively associated with rape myth acceptance but female sexual dysfunctional beliefs were positively associated with rape myth acceptance. These results suggest that, among both men and women, sexual dysfunctional beliefs are better predictors of rape myth acceptance than masculinity and femininity.     

The importance of feeling sexually attractive: Can it predict an individual's experience of their sexuality and sexual relationships across gender and sexual orientation?

Limited research exists on the implications of feeling sexually attractive for various aspects of sexuality and sexual relationships. This article examined associations between self‐perceived sexual attractiveness and sexual esteem, sexual satisfaction and amount of sexual experience, among both men and women who identified as heterosexual (n = 1017), gay or lesbian (n = 1225) or bisexual (n = 651). Results of the study demonstrated that positive self‐perceptions of sexual attractiveness predicted greater sexual esteem, greater sexual satisfaction, a higher frequency of sexual activity with others and a larger number of sexual partners among both men and women who identified as heterosexual, gay, lesbian or bisexual. The findings suggest that feeling sexually attractive may have implications for how an individual experiences their sexuality and sexual relationships regardless of their gender or sexual orientation. The importance of considering an individual's self‐perceptions of sexual attractiveness when they present with concerns related to their sexual experiences or relationships, and the potential benefits of educational and therapeutic interventions designed to enhance self‐perceptions of sexual attractiveness are discussed.     

College Men, Their Magazines, and Sex

Relations between reading Lad magazines and pornographic magazines and the beliefs and attitudes that are consistent with their content were explored in two independent surveys of college undergraduate men (n?=?91 and 68, respectively). The impact of reading such magazines on men’s sexual self-schema was also examined. The results indicated a relationship between reading Lad magazines and endorsement of permissive sexual attitudes independent of actual sexual behavior. Reading Lad magazines was also associated with expectations of greater sexual variety and a more aggressive sexual self-schema. Reading pornographic magazines was found to be associated with permissive attitudes. Neither reading pornographic magazines nor reading lad magazines was related to aggressive attitudes.     

When Sex Is on the Air: Impression Formation After Exposure to Sexual Music

The present study examines how young men and women, when primed with sexual cues in entertainment media, incorporate these cues into their first impressions of an unfamiliar target. Respondents (n = 188) were exposed to popular music either with or without sexual lyrics. Respondents in the sexual music condition recognized the sexual conveyance of that music. Respondents in the other condition rated the sexuality in their music as low. After exposure, respondents evaluated unknown targets—job applicants represented by their resumés. Sexual conveyance elevated ratings of sexual qualities attributed to the targets, suggesting sexual objectification of the targets. Sexual quality ratings then predicted evaluations of the targets’ merit, including knowledge and integrity. Although the association between sexual quality and overall merit ratings were positive for both men and women, men exhibited a significantly stronger association than women did. Findings support a postconscious automatic processing interpretation of media priming effects and corroborate prior observations that sexual media primes yield sexualized evaluations. Findings also suggest a need to measure initial affective responses to media primes, as different sexual depictions might trigger sexual thoughts with either a positive or negative connotation.     

Media Influence on Drive for Thinness and Drive for Muscularity

The present study investigated relationships between media influence (exposure, self-comparison to media ideals and internalization of media messages, societal pressure to have the perfect body, using media as a source of information about how to achieve a certain body ideal) and drive for thinness and drive for muscularity in 311 male and female undergraduates at a university in the Rocky Mountain region of the United States. We hypothesized that drive for thinness and drive for muscularity in both women and men would relate to body comparison/internalization, societal pressure, use of media for information, magazine consumption and television viewing. We also expected television and magazines would have different influences on men and women’s drive for muscularity and drive for thinness. Finally, we hypothesized that societal pressure and using media as a source of information would mediate the relation between media exposure (number of magazines read, hours of television watched) and drive for thinness and drive for muscularity in women and men. Students completed surveys on-line. Results revealed using media as a source of information on how to attain the ideal body mediates the relationship between drive for thinness and media exposure in women. Overall, it seems that media and the internalization of general/non-athletic body ideals may have an impact on drive for thinness in both men and women. Similarly, internalization of athletic body ideals may relate to drive for muscularity in both collegiate men and women in the U.S. Implications for counselors were discussed.     

Role portrayals of men and women in print ads

The study examines role portrayals of men and women in Indian magazine ads. Fourteen hundred ads of 2006–2007 were collected from men’s, women’s, and general interest magazines and were content-analyzed. Results reveal that women in Indian magazine ads are primarily portrayed in traditional roles such as concerned with physical attractiveness, housewives and sex objects. Contrarily, men are portrayed in sex appeal, authority figures, career-oriented, and outdoor roles. Men and women are also portrayed in egalitarian roles. While in most product categories, men are portrayed as sexually appealing, authority figures, in activities outside home, and as career-oriented, women are depicted as concerned with physical attractiveness, as housewives, and sex objects. Some product categories also depict women in egalitarian roles and as outdoor and adventurous. Men’s magazines portray men and women in highly traditional roles. Contrarily, women’s and general interest magazines portray women in more modern roles. Findings support an incremental change in contemporary role portrayals compared to past.     

Defining and Distinguishing Sexual and Emotional Infidelity

Researchers studying interpersonal relationships often distinguish between “sexual infidelity” and “emotional infidelity.” Yet, it remains largely unclear whether and how individuals actually conceptualize these constructs in their own lives, and how men and women vary, if at all, in their definitions and understanding of different types of infidelity. The current research used a mixed-methodology approach to explore the epistemological nature of sexual infidelity and emotional infidelity. In Study 1, 379 participants provided open-ended definitions of what they believe constitutes sexual infidelity and emotional infidelity. In Study 2, responses were then coded by a different group of outside raters to examine overall themes in the definitions provided and how prototypical these definitions were for each type of infidelity. Results identified and examined the definitions with the highest mean ratings in terms of how well they represented emotional infidelity or sexual infidelity. Overall, both men and women had more consistency in their definitions of what constituted sexual infidelity than on what constituted emotional infidelity, suggesting that emotional infidelity is a more vague and complex concept than sexual infidelity. Additionally, when asked to define sexual and emotional infidelity, many participants focused on specific behaviors (including deception), but when asked to consider the types of infidelity as distinct from each other, participants focused on feelings. By exploring how individuals actually define these constructs, these data provide a more accurate and rich depiction of how individuals define acts of infidelity than currently exists in the relationship literature.     

Challenge and Conformity on “Contested Terrain”: Images of Women in Four Women’s Sport/Fitness Magazines

Women’s sport magazines were launched during the mid-to-late 1990s as a response to the growing women’s sport movement in the United States. These magazines, including Real Sports, Sports Illustrated for Women, and Women’s Sports & Fitness, were marketed as more active and sport-focused than established titles such as Shape, a popular magazine launched during the early 1980s for fitness-oriented women. Shape has been criticized by scholars for reinforcing male hegemony in US culture through its emphasis on sexual difference. In the present research, we analyzed photo images presented in Sports Illustrated for Women, Women’s Sports & Fitness, and Real Sports to assess the reinforcement or rejection of sexual difference in these magazines as gauged against the presentation of sexual difference in Shape. The results show that the newer magazines do, to varying degrees, contest male hegemony more than Shape does. The impact of these magazines is discussed, and we speculate on the reasons that, although Shape continues to thrive, these magazines have ceased publication.     

Examination of muscularity and body fat depictions in magazines that target heterosexual and gay men

Previous content analyses of magazine images have typically examined within genres but failed to include comparisons between publications intended for various populations. The purpose of this study was to examine depictions of muscularity and thinness of male images in several widely distributed magazines that target male audiences from a variety of genres. Twenty-three magazine titles with the highest circulation rates that targeted heterosexual men, gay men, and general audiences were selected for image analyses. We found that magazines that target gay male audiences depicted images of men who were thinner in comparison to magazines targeting heterosexual men. Both gay and heterosexual magazines depicted male images with greater muscularity than magazines intended for general audiences. Differences in male image depictions in magazines may contribute to the promotion of an unattainable body ideal in some subgroups of gay culture.