Representation of gender in women's magazines

Extracts from the conclusion of Media Gender & Identity by David Gauntlett

1) "The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons"

I have chosen this quote because it outlines the significant change on the views on women throughout the development of women's magazines. This quote is implying that women are being respected more today than many years ago because of the many independent girl power women in todays society.

2) "Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice and problems of masculinity. Although gender categories have not been shattered, these alternative ideas and images have at least created space for a greater diversity of identities"

3) "Modern media has little time or respect for tradition. The whole idea of traditions comes to seem quite strange. Why would we want to do the same as previous generations? What's so great about the past?"

4) "Whether one is happy with capitalism, or seeks it demise, it must surely be considered good if modern media is encouraging the overthrow of traditions which kept people within limiting compartments"

These quotes prove that the modern media don't care about tradition as times have moved on and times are forever changing. Women and men want people to see them differently by brushing aside the stereotypical views on them.

5) "It is for this reason that the 'role model' remains an important concept, although it should not be taken to mean someone that a person wants to copy. Instead, role models serve as navigation points as individuals steer their own personal routes through life. (Their general direction, we should note, however, is more likely to be shaped by parents, friends, teachers, colleagues and other people encountered in everyday life)"

Role models play a significant part in magazines. Many males buying health/fitness magazines may look up to the model on the front cover and aspire to be like them which then leads in a purchase of a magazine. On the other hand women may feel their role models are 'celebrities' such as Beyoncé as she is seen in many women's magazines. She may be a role model to women because of her beliefs which are women and men should be equally treated.

6) "We saw in chapter one that contemporary masculinity is often said to be 'in crisis'; a women become increasingly assertive and successful, apparently triumphing in all roles, men are said to be anxious and confused about what their role is today

7) “Surveys have found that people born in the first half of the twentieth century are less tolerant of homosexuality, and less sympathetic to unmarried couples living together, than their younger counterparts”

8)"Older people are unlikely to be consumers of magazines like Cosmopolitan, More or FHM, and are not a key audience for todays pop music sensations"

This suggests that magazines such as Cosmopolitan, More and FHM are mostly bought and read by the younger generation. Magazines are constantly changing to suit the mainstream audience as they like to be keep up to date with new things.

9) “But the masculinity put forward by the biggest-seller, FHM, we saw to be fundamentally caring, generous and good humoured, even though the sarcastic humour sometimes threatened to smoother this”

This shows that not all magazines portray the male as a “dominant male” with masculine features and good to look at. Men are portrayed to only care about sex, their health, fitness and overall appearance. FHM want people to believe that all men are masculine and care about their body, which obviously isn’t the case.

 10) “Magazines for young women are emphatic in their determination that women must do their own thing, be themselves, and/or be as outrageously sassy and sexy as possible”