Identity

Reading through men’s and women’s magazines is a way to determine what it means to be a man or woman in today’s society. While there are many aspects that contribute to an identity, there is certainly a general overview that can be seen once one begins to purposefully analyze magazines.

Simply through analyzing the table of contents, patterns of identity start to emerge. In Glamour and Cosmopolitan, there is an overwhelming stress on finding one’s identity through outward appearance. Cosmopolitan even has a section called “You, Even Better”, implying, of course, that the current “you” is not good enough. To fix that, a woman needs to buy clothes, change her makeup, and change her hairstyle. This is even necessary to find a job- there is an article titled “Hair that says ‘Hire me!’”. For women, any success, be it in relationships or in the workplace, starts with her physical appearance.

Glamour and Cosmopolitan also place a large amount of emphasis on finding your identity through your relationship with a man. “Fun, Fearless Fashion” means finding “touch-me styles” and “come-hither clothes”. Although there is also the implied idea that one’s identity can be revealed through clothing, it is more obvious that the identity comes not from the clothing but the man appreciating the clothing. It appears that if a woman buys the right clothes, men will automatically attracted to her which will, in turn, give her an identity as a desirable woman.

For men, identity comes through control. Some of the feature articles include “[avoiding] health disease”, and “[breaking] addictions”. Control over life includes control over disease. A true man will have the power to overcome both disease and addictions. He will not have the weakness of succumbing to natural causes; instead, his complete and utter control over every aspect of his life will make him invulnerable.

Identity for men also comes through gaining strength through taking risks. For examples, they can “reach new heights of strength and stamina” if they “push further”. The ultimate goal is to be strong. However, to reach that, a man must push himself and take “necessary” risks. He cannot be complacent about anything in his life- that would imply that he is being passive, rather than aggressive. Being aggressive will bring him “formidable force” and the “fierce will to win”. This provides another image of invincibility and the idea that real men take whatever risks are necessary to ensure that they have power and strength.

Identity is an essential idea for both men’s and women’s magazines. It is emphasized through every article and is apparent immediately in the table of contents. Women are identified through their physical appearance, which can only be achieved through the purchase of products and adhering to social ideas of beauty, and through their relationships with men. They are justified through romance. Men, on the other hand, find their identity through the control of their life and taking risks in order to become strong. The man who is almost invincible is the one who will succeed and who can claim identity as a man.

Sexuality

Sexuality is a large part of both men’s and women’s magazines. It gives a very definite definition to what it means to be a man or a woman, part of the reason why I think it is essential to analyze through examining the language in the magazines.

The sexuality in men’s magazines is definitely heterosexual. All of the relationship advice centers around heterosexual relationships and heterosexuality is used to promote certain ideas or products. For example, Men’s Health has a section where Dr. Oz gives health tips. One of his tips for this edition was to join a yoga class. According to him, “being surrounded by beautiful women in spandex should be reason enough for you to join a class.” Here, it is assumed that the men reading this magazine are heterosexual. Additionally, it is assumed that their sexuality is very visual- simply seeing scantily clad, beautiful women ought to be enough to get them to try something new.

Additionally, sexuality for men corresponds directly with being perceived as “manly”. To be manly, according to both Sports Illustrated and Men’s Health, is to be strong, powerful, and in control. Dr. Oz again makes a point about this. He states that “for every point your body mass index is over 25, your testosterone drops 3 percent, which isn’t very manly”. Gaining weight is not to be feared because of its potential negative health affects, but because it renders one less manly and therefore less attractive to women. One’s sexuality is defined by the appeal one holds for women, and this appeal is gained through being physically fit (i.e. having no body fat).

Women’s magazines, too, have an extreme emphasis on heterosexuality, especially in Cosmopolitan. Nearly all of Cosmopolitan’s articles are somehow connected to pleasing men or being attractive to men. Their fashion section features “come-hither clothes that make him want to cozy up to you”, “[amping] up your seduction power”, and “[finding] your sole mate”. It is clear that being fashionable is not about the woman- it’s about the man. Defining your sexuality through fashion is defining yourself as a heterosexual woman who is looking to justify herself through being with a man.

Likewise, being sexual is not about a woman’s pleasure- it’s about his. All articles dealing with sexuality are about “fun little tricks guys love” or “the two hottest things you can say in bed”. While it is acknowledged that women now have the right to own their bodies and to choose what to do with them sexually (an article featuring women who are Obama’s health officials states that “you have a right, and a personal obligation, to be assertive about protecting yourself”), it is still ultimately for the man’s pleasure and approval. To be sexual means to, again, be in a heterosexual relationship that is centered around what the man wants. The articles state that “you’ll enjoy it, too”, but it is clear that a woman’s pleasure and sexuality is secondary to that of the man’s.

In both the women’s and men’s magazines, there is an emphasis on being sexual for the opposite sex. There is a definite understanding that sexuality means heterosexuality and that to be sexual, one must be attractive to the opposite sex and do all that is possible to please them. Sexuality, then, is less about one’s own pleasure than that of one’s partner.

Beauty

Beauty is very much related to health, which is why I decided to write this blog next. How do women’s magazines define beauty? How do men’s magazines define beauty? Are there connections, or are the definitions completely different?

According to women’s magazines, beauty is focused on the face and hair. No woman’s face and hair are good enough as is, which is why she needs products to “fix” them. The “burning beauty questions” consisted of how often to wear makeup, dry hair, and a puffy face. Cosmopolitan claims that these are the most pressing questions about beauty women have. For each, they suggested products that ranged from $16 to $65. For women, beauty comes at an expense. There is no such thing as natural beauty. Instead, one must buy multiple products in order to fashion one’s body into an acceptable state.

There was also an entire page in Cosmopolitan’s beauty section devoted to “his picks”, where men get to vote on what is most beautiful for women. They voted on perfume (women need to wear it up on their body so that he has more access to it), shin stubble (65% care if their girlfriend has it), and long hair (men prefer midlength hair). Clearly, women try and “become” beautiful for men’s sake. Cosmopolitan suggests that women would have no reason to wear perfume, shave their legs, or worry about their haircut if they were trying to attract a man. It perpetuates the idea of a flawless woman who constantly updates her look while maintaining a timeless beauty. She is up to date on trends, but never forsakes her “natural femininity”.

Unlike the women’s magazines, the two men’s magazines I analyze do not have a section devoted to beauty. Rather, they have “Fitness” and “Guy Knowledge”. In both of these sections, body strength is the dominant feature. There are multiple articles on how to “lost body fat and gain muscle” and on how to “tone your body”. It seems that, as with health, beauty for men is very much acquainted with how strong a man’s body is. The more muscle a man has, the more beautiful he is.

Interestingly, there was also a section in Men’s Health about skin care and body grooming. Apart from physical strength, the main concerns for men’s beauty are very similar to women’s. There is an article on how to “diagnose your dermis”. For men, clear skin is just as important as it is for women. Additionally, there is a section devoted to “[joining] the anti-fur crowd”, referring to chest hair. While women are supposed to be concerned about their “shin stubble”, men are supposed to worry about chest hair. According to this article, “women are most attracted to men who keep their chest hair in check”. Like women, men are supposed to be hairless in order to attract women. Instead of using a survey to prove their point like in the woman’s magazine, however, they use biology: “The finding may stem from women’s evolutionary belief that hairless men are healthier”. Men want proof from science, it seems, rather than actual women. This author must believe that men are more likely to believe scientific “evidence” than a random survey that may or may not reflect the beliefs of the female population at large.

Health

People’s definitions of health vary. However, do these definitions vary from person to person, or from gender to gender? Do men’s and women’s magazines assume one definition of health for men and one for women, or do they allow for a variance between people?

One of the things I discovered in women’s magazines is an emphasis on emotional health. In an article in Glamour about “[protecting] the body you love”, there was a strong correlation between health and happiness. The very first tip was to download music because it supposedly boosts one’s mood. After this the writer addressed issues such as health care and fighting heart disease, but emotional health was the primary concern. As in my blog about the workplace, I found that it is of the utmost importance for a woman to be happy and in a good mood. One of the key components for women’s good health is their emotional well being.

Not surprisingly, I also found that good health for women meant losing weight and being trim. One of the featured articles in was about losing weight through playing Wii. When interviewed, one of the tested participants said, “I’m really happy with my slimmer stomach and legs”. I already mentioned that happiness is a key component to women’s health. Here, a correlation is made between weight and happiness. Therefore, to be happy (and thereby be in good health), one must be thin. A clear connection is supposed to be made between weight, happiness, and good health. Instead of mentioning being the right weight for a certain body type, this article assumes that the correct weight is simply to be thin.

The definition of health for men, however, was extremely focused on strength and muscle building. Many of the articles in Men’s Health were about gaining muscle, “boosting strength”, finding speed, and becoming powerful. Instead of slimming down, men are supposed to build up. This can also become a reflection of society at large. Men are supposed to be the ones with power and strength while women ought to “waste away” and become less visible, take up less space. Men will have the voice and presence while women will be silent and submissive.

In fact, the different definitions of health for men and women have a strong correspondence with how the workplace is presented in the magazines. For women, the workplace was about a pleasing emotional and social environment. Their job was to please the boss and keep things running smoothly. Men, however, were only there to make money and be successful. Likewise, health for women is mainly about happiness and a peaceful environment. It is more about pleasing others than being an individual. For men, though, health is becoming powerful and strong. It is about pushing one’s limits and being the best one can be. It is not about forging emotional ties; it is purely a physical well-being.

Relationships with the Opposite Sex

How do men perceive women and women men? What advice is each sex receiving? I know that many women turn to magazines for their advice about men, and I would assume that many men do the same. Therefore, I will analyze the advice given in these magazines to see how the media portrays women to men and men to women.

In the page devoted to men’shealth.com, there was a poll that read, “What do you have cooking? Foods she likes to see in your fridge”. This implies that although men still cook for themselves, it is the woman in their life who will be in the kitchen and, therefore, judge their refrigerator contents. There’s also a section call, “Ask the girl next door”. Here, men can get advice from a woman who speaks for all women. It is assumed that because she says it, it must apply to every woman. One of the questions was, “I work 80 hours a week- how the heck can I meet women?” Her answer? “You’re gainfully employed. If you can carry on a conversation for five minutes, you’ll have your pick of ladies by the end of the night.” According to Carolyn Kylstra, the woman answering the questions, women need men to provide for them, so any man who has a good job will have no problem finding women who are interested in him. In fact, there will be so many women interested that he will have to choose. It is here that it becomes problematic for one woman to speak for all. While her answer may be true for some women, it is insulting and degrading to assume that all women will immediately fall for a man simply because he has a steady job.

However, men are not portrayed in a much better way in women’s magazines. Cosmopolitan had a feature article for “what he’s really doing at a bachelor’s party”. This article states that “the single guys are usually the instigators who convince their not-so-single buddies to ease up on their morals a little…or a lot”. Additionally, “men act stupidly when pressured by pals”. It seems that men are guaranteed to cheat unless women do something to prevent it. Men do not have strong enough morals to resist pressure from their friends. The article even goes so far as to assume that single men will automatically try and pressure their “taken” friends because, apparently, they do not have a woman to enforce their morals.

Another article centers on “four truths his eyes reveal”. The subheading reads, “They’re the most expressive part of a guy’s body, and if you learn these easy strategies for reading them right, they’ll tell you things he never will”. Firstly, this article assumes that “reading” guys is simple. It ignores the thousands of possible circumstances and the fact that each woman will be dealing with a different man from the next and assigns an easy way to know “hidden” things about a man. Secondly, it assumes that all men have things they don’t want to tell, things they want to keep as secrets. It is playing on the stereotype of women wanting to express their feelings through talking and men wanting to “suffer in silence”. A universal “truth” is applied to all men, and this article, like the one in Men’s Health featuring “the girl next door”, tells women that some things can be assumed for all men.

The Workplace

This week I wanted to analyze how the articles in men’s and women’s magazines address the workplace. Will this theme of power and control for men and passivity for women continue in these articles? Will the workplace even be addressed in some of the magazines? I hope through this blog to come to a better understanding of how the workplace is portrayed in both men’s and women’s magazines.

One of the articles in Glamour was title, “Is your boss just not that into you?”. This was the only article about the workplace in the entire magazine. However, the subtitle was, “It’s all about you- your wants, your needs, your dreams”. While this is a good message to send to women and seems empowering, it was part of an article that was about pleasing someone else. Clearly, it is not about your wants and needs- it’s about your boss’. There was a picture of a woman on the phone at her desk saying, “Gotta go impress the boss”. When in the workplace, it is clear that women should not be individuals or press for what they ultimately believe in. Instead, they should focus on pleasing the boss. Additionally, they should “approach every task with a can-do versus a ‘that’ll never work’ attitude”. A woman ought to be positive at all times, even when it goes against what she believes. While there is something to be said about thinking positively, it seems that, according to this article, it is more important to remain positive about something you disagree with than to voice your concerns and risk upsetting your boss. For women, the workplace is all about relationships and how people think of each other. Women are ultimately the ones responsible for maintaining an atmosphere of peace and calm.

For men, however, the workplace is much more impersonal and is only a means to an end- financial success. In Men’s Health, there was a feature article about “Income for Life- Guaranteed!” In it, the reporter stated that, “Companies exist to be profitable. You are a means to an end. That’s it. …What matters to bosses is making money, because if they don’t, they lose their jobs. …If you maintain detachment, a layoff won’t be as traumatic, and you’ll have a more immediate emotional starting point when you look for work.” This is a far cry from the emphasis in Glamour on a good relationship with one’s boss. According to this article, men are in no way responsible for creating a friendly atmosphere. Indeed, they are to avoid it in case they are laid off. To create a personal relationship with a boss, for men, is to create a dangerous tie that could be too emotional if he decides to leave the job for whatever reason. Men work to make money, not to establish relationships.

Additionally, work is a competitive environment for men, and like Darwin’s theory of social evolution, the weak are left behind while the strong survive. For example, this article states that, “We are always rewarded for hard work and excellence. Be amazing and you’ll always have people wanting to work with you. That will lead you to more job security, more money, and in the end, more happiness.” Men must be the best at their jobs, lest they be left behind. After all, if they don’t have job security, they don’t have happiness. This article leads men to believe that financial success is complete happiness.

Ads

For this blog we are going to focus on the language used in advertisements. The average American sees 3,000 ads per day, so clearly they have a great impact on our lives, perhaps even more than we realize. What do the advertisements used in men’s and women’s magazines tell us about our perceived notions of gender?

Let’s start with the men’s magazines, Men’s Health and Sports Illustrated. A dominant theme throughout these advertisements is that of adventure and action, of not being constrained by a white-collar job. For example, an advertisement for Levi’s reads, “This country was not built by men in suits”. It features a man traipsing through a field with no sign of civilization in sight. Here, the idea is that while a job is, of course, essential in order to be “successful”, it is not what is ultimately important for men. Another example comes from an ad featuring John Travolta which says, “Profession: Pilot. Career: Actor”. This is even more direct. Men need something to supplement their office job: they need adventure and the feeling of not being constrained by society.

Another idea in men’s advertisements is being risky and challenging oneself. In Sports Illustrated, an advertisement for McDonald’s says, “I’m kind of a risk taker…no pain, no gain”. This advertisement is telling men to push themselves to their limits because otherwise they will gain nothing. Likewise, an ad for almonds states, “A can a week, we dare you!” Although almonds hardly seem like the most risky venture, it is clear that in order to appeal to men, the ads must issue a challenge. Men cannot be passive; rather, they must be aggressive and take risks until they get what they want.

Finally, men’s advertisements have a strong theme of strength and control. Here are just a few examples of common words throughout the advertisements in both magazines: “superior-strength”, “driven”, “stamina”, “energy”, “endurance”, “chiseled”, “challenge”, “powerhouse”, “own it”, and “conquer”. All of these words refer to a variety of products and/or services, but all are directed toward “true” men. These men are in complete control of their lives- or can be through the purchase of this product- and have no weaknesses. To be a man, then, is to strong both physically and mentally and to have the ultimate control in every aspect of your life.

For women’s advertisements, many are centered on the idea of making a new woman. Maybelline’s slogan is a prime example of it. Their slogan is, “Maybe she’s born with it. Maybe it’s Maybelline”. Clearly, however, the models are not born with it. They can only achieve their beauty and, essentially, power through Maybelline’s makeup products, through changing the way her face looks to become a new and “better” woman. This new woman often revolves around age. Many of the ads in both Glamour and Cosmopolitan are for age-defying serums or creams and insist that to be beautiful is to be young, or at least to look young. Says one ad, “Introducing a fresh, new way to…awaken youthful radiance”. Older women are only featured when they are a “before” picture for an age-reversal advertisement. One not only needs to create a new woman, but needs to create a new, young woman.

Women’s advertisements are also very focused on seduction and becoming someone that will attract men. “Seduce” or “flirty seduction” are common phrases, especially in makeup advertisements. There is the underlying idea that women buy makeup so that they will attract men, not so that they will feel more beautiful. In fact, the way they will feel more beautiful is through the “positive” attention they will receive from men. Many of the ads present this idea and encourage women to buy their product so that men will notice them. Again, even in women’s magazines the ultimate goal is to attract men.

As I stated earlier, the average American sees about 3,000 ads per day. The language that the advertisers choose to use reflects our views of men and women. Men are seen as aggressive and strong, whereas women are more interested in making themselves “new”, mainly for the purpose of attracting men. Even in women’s magazines, women in advertisements are passive and ultimately have no control. This is a stark contrast to men’s advertisements where a dominant theme is power and where men have the ultimate control over their lives.