Women's Magazines: Feminist and Sexist Messages in the Media

Many magazines geared towards women propagate themselves with feminist ideals. However, their interpretations of feminism vary greatly. A general definition of feminism is a movement designed to promote equality amongst the sexes by eliminating measures that oppress women and focusing on the empowerment of females worldwide. Bitch, Bust, Cosmopolitan, Ms., and Vogue are five publications representative of the mainstream media that label themselves as feminist. Analyzing the content of these magazines shows five very different interpretations of feminism. When examining the pages of these magazines, it is important to consider all facets of the publication-- including the articles, layout, images, advertisements, and overall tone. Varying ideas of what it means to be a feminist combined with the impact these magazines have on women produce a media culture that is unique to the female perspective.

Bitch refers to itself as "the feminist response to pop culture." No glossy pages and color photos adorn this magazine. It is arguably the most militant of the five studied in terms of feminism. Topics covered include reproductive technology, female fans of Star Trek, the lack of women of color writing books about motherhood, and the tendency of other women's magazines to "play dumb" (Bitch 3). The black and white advertisements sell reusable feminine products, a device that allows women to urinate while standing, and female-oriented events (Bitch 11). Ironically, there is a long-standing rivalry between Bitch and another feminist publication, Bust.

Embracing a more liberal view of who can be a feminist, Bust uses the slogan "for women with something to get off their chests." Putting their own spin on feminism, the magazine devotes large portions to the 'traditional' activities of women. Recipes, crafts, and sewing instructions are found throughout. There is also a fashion spread in each issue. Articles range the gamut from a history of female magicians to current female rappers to interviews with comedian Amy Sedaris and screenwriter Diablo Cody. Ads include adult novelty stores and quirky online boutiques for clothes and jewelry.

Perhaps the most interesting version of feminism is found in the pages of Cosmopolitan. Encompassing an attitude that encourages sisterhood and strong women, the magazine represents the 'feminine' side of women. Over 75% of the magazine is fashion, products, and tips to enhance sexual life. Cover lines proclaim "50 Things That Will Make Him Worship You," "Advice From Guys You'd Be Crazy Not To Take," "The Hottest Words to Say to a Man During Sex," and "Sexy Summer Hairstyles." Most of the ads involve fashion and beauty and some of the images are extremely provocative.

Ms. delivers a news-oriented approach to events that are meaningful to feminists. Established by Gloria Steinem, it is considered to be the founding magazine for feminism. It is much more objective than the other publications and focuses primarily on developments that affect women throughout the world. Topics covered include sex trafficking, women in sports, body image, and health issues. The majority of ads involve conferences and charitable causes.

Vogue caters to the upper class woman with a disposable income. Before a single piece of text occurs there are 50 pages of ads, and this trend continues throughout the magazine. Couture and designer labels are found on the numerous fashion spreads with runway super models. The least expensive pair of shoes on a page is $625 (Vogue 224). Profiles include the homes of the rich and famous and there are exotic travel destination featured. However, there is some high quality writing. Among other subjects, there is a piece on DNA and genetics, medical malpractice, and personal essays.

Understanding the similarities and differences between these magazines and their perception of feminism is crucial. Many aspects are contradictory, and in some cases, degrading. The rivalry between Bitch and Bust is counterproductive. Bitch criticizes Bust for being 'too girly' by devoting so many pages to domestic issues. Such tension does nothing to unify feminists and is very exclusionary. Vogue places such an emphasis on fashion-- most of the items being far out of the ordinary woman's price range-- that it gives the illusion that women are obsessed with clothing and luxury items as opposed to more 'profound' issues. Cosmopolitan promotes a theme of sisterhood, yet many of their articles are all about pleasuring men and how to keep them happy. None of the stories or images acknowledge lesbian couples. Women who are not heterosexual most likely feel alienated by this.

Reviews of music, literature, and other forms of entertainment are the only columns that all of these magazines share. Of course the choices selected reflect the magazine in which they are published. Bitch and Bust tend to focus on independent artists who are not well known, whereas Vogue and Cosmopolitan highlight current trends. Each magazine encourages women to be strong and self-sufficient, yet the ways in which they promote this message differ greatly.

One of the most disturbing aspects of these magazines is their advertisements. More often than not these ads are sexist and objectify women. Two examples of this are found in Cosmopolitan and Vogue. A typical Cosmopolitan model shows ample cleavage, voluminous hair, and a seductive come-hither look. Conversely, Vogue uses models who are emaciated and unnaturally skinny. Either extreme sets an unhealthy example for women. Tricia Grover writes: "Advertising frequently uses the image of sex or sexual pleasure to sell a product that has nothing to do with sex. With this portrayal of sex in advertisements, women are almost always the ones to provide the sexual pleasure. They are shown to be willing and ready; in almost any circumstance life has to offer. More often than not, the body position of women becomes one of a passive and vulnerable person, rather than one who takes an active participation in her sexual affairs. She is shown with her finger in her mouth, looking coyly to the side or down, with the passivity of a little girl. This is not an image of power" (Grover 1). Unfortunately, the images displayed on the Sexual Assault Prevention and Awareness Center website only augment Grover's assertion. Furthermore, a study conducted by Mee-Eun Kang shows that "the extent of sexism in magazine ads remained approximately the same from 1979 to 1991" (Kang 989).

Lindsey's text summarizes the dilemma with advertising. "It is relatively easy to analyze ads according to general themes and images. But to access the overall impact, we must recognize that ads sell products and reinforce attitudes in ways that often go unrecognized by the casual reader. Advertisers embed subliminal messages at a subconscious level to prompt consumers to buy a product" (Lindsey 348). Considering the fact that magazines generate a large amount of profit from ad sales, there are no publications without a sales impetus. Any magazine labeling itself as feminist must be cognizant of the ads it runs.

It is abundantly clear that magazines have differing ideas of feminism and these discrepancies are evident in their pages. However, being a feminist is not a mutually exclusive category. Any man or woman can be a feminist regardless of their interests and ideologies. Feminism should not be a divisive category; instead, it should unite people and celebrate their differences. When defining one's personal concept of feminism, it is crucial to consider a variety of sources. Understanding the harmful role of certain advertisements is another important step to rising above sexist messages. As all five of these magazines show, there are many different ways to express a feminist identity.

Works Cited:

Bitch Magazine. Issue #40. B-World Worldwide. Portland, OR. Summer 2008.

Bust Magazine. Issue #51. Laurie Henzel & Debbie Stoller. June/July 2008.

Cosmopolitan Magazine. Vol. 245, No. 1. Hearst Communications Inc. July 2008.

Grover, Tricia. Advertising: System of Sexist Oppression. June 2008.
http://www.geocities.com/youth4sa/advertising.html

Kang, Mee-Eun. "The Portrayal of Women's Images in Magazine Advertisements: Goffman's Gender Analysis Revisited." Sex Roles, Vol. 37, Nos 11/12, 1997.

Lindsey, Linda L. Gender Roles: A Sociological Perspective. Fourth Edition. Pearson Prentice Hall. New Jersey, 2005.

Ms. Magazine. Vol. XVIII, No. 2. Liberty Media for Women. Spring 2008.

"Sexism in Advertising: 2007." Sexual Assault Prevention and Awareness Center. June 2008.
http://www.umich.edu/~sapac/sia/2007/

Vogue Magazine. Conde Nast Publications. May 2008.