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.