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''Masculinity and femininity can then be examined as a set of social expectations, created and maintained in a patriarchy society''  magazines and media in general create this expectation of how they perceive society and offer guidance and advice to maintain the expectation. 

''The traditional characteristics of masculinity are made to seem so correct and natural that men find the domination and exploitation of women and other men to not only be expected but demanded'' mens magazines fully support this as women are often objectified within the magazine, however they are often shown to be dominant and in control whilst being featured in this way. Gender roles are different in womens magazines as whilst women are shown to be in control and dominant, it is within themselves being successful and in control of their health and lifestyle. Womens magazines moves away from traditional characteristics and points of views. 

''portrayals of women in the media that depict them as physically or mentally less able than men, or where their beauty, sexuality or domestic service are the aspects that are most highly valued in them'' magazines such as Good House Keeping represent this traditionalist view point however other magazines such as Cosmopolitan and Women's Fitness suggest that women aren't just rewarded and respected on their beauty but also on how successful they are, where they stand in life and what they want to achieve. women and men share some of the same qualities in todays society