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What assumptions do women's and/or men's lifestyle magazines make about gender? With reference to specific magazines that you have studied, discuss the nature and purposes of theses assumptions?

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Introduction

By Dominique Levy What assumptions do women's and/or men's lifestyle magazines make about gender? With reference to specific magazines that you have studied, discuss the nature and purposes of theses assumptions? Lifestyle magazines are the most popular and competitive areas of the magazine publishing market. There are many magazines which are specially targeted at audiences, and reflect the gender lifestyles of the average women or man the magazines are trying to cater for. When looking at whether they make assumptions for audiences, I feel they bring out certain stereotypes of assuming their audience likes one thing and one thing only, for example, the magazine NUTS or ZOO, feature a lot of "girls" and "football!" This is catering for the male audience and assuming this is all they like. The magazine COSMOPOLITAN, which is aimed specifically at females, features stereotypical interests of females, such as "Beauty and Fashion" tips or "Sex Advice on Men" and this based by assuming their gender interests. When analysing a lifestyle magazine on the surface they seem to offer information and advice about a certain type of "lifestyle"; what products to ...read more.

Middle

The study is described by McRobbie as offering "a systematic critique of JACKIE as a system of messages, a signifying system and a bearer of a certain ideology." Only in the concluding paragraph does McRobbie admit that "this does not mean that its readers swallow its axioms without question" and that we need to know more about the girls that read JACKIE and how they encounter its ideological force." What I mean by stating the above, about McRobbie and her input in socialisation, is that she is saying when women read magazines they do not think of themselves as passive readers. This mean's although they may be regular readers of lifestyle magazine's they do not necessary believe everything they are reading, and although it is put in a believable manner some readers may be part of the active audience. McRobbie was a theorist that looked at various women's magazine's however never considered the audience. Another theorist, named Winship,(1987), followed a by McRobbie looked at magazines and also considered the audience. ...read more.

Conclusion

Since the mid- 1990s, a gathering of very successful magazines designed at young men has been materialized, organized by the controversial LOADED. Followed by a variety of imitators and alternatives on the topic, LOADED, was celebrated by some as an inspirational, post-politically correct chance for men to rediscover their masculinity. Modern women's magazines have moved on a vast deal from their past original, presenting dreams of femininity that entail independence and confidence as well as beauty and domestic concerns. However, a feminist analysis of magazines like MORE and RED will still find that women need to look good in order to attract men. On the other hand, it can be argued that men's magazines are now doing the equivalent. When I compare a front cover and features of both MENS HEALTH and COSMOPOLITAN, they both have very comparable themes of maintaining a fixation with appearance that discriminates against women, for instance in the work place. This is post modern irony subtly giving men the right to discriminate women through text, by placing them nude in magazines which are focused on the new acceptability of male arrogance; the most worldwide successful is MENS HEALTH. ...read more.

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