Men’s and women’s magazines reinforce stereotypical representations of women as sexual objects.

From being portrayed as domestic goddesses to being depicted as sexual beasts the representation of women has altered immensely within the past fifty years. Years ago the archetypical representation of women was a housewife or they were absent from the media whereas nowadays they are profoundly recognised within the public domain. However, men and women are represented in stark contrast to one another, whilst men are strong heroes women are the weaker sex. It has been argued that these segregated roles are outdated but Haralambos and Holborn (2004) implies that these portrayals will never disappear because old programmes are recycled on satellite and cable. Even nowadays men and women have separate representations in the media and many feel that magazines as well as other media reinforce stereotypical depictions of them.

Well endowed semi-nude women have been thrust upon front covers of numerous magazines from ‘lad mags’ to women’s magazines and has become socially acceptable. It is now considered normality for magazines to depict explicit images of the female anatomy. Corresponding to Mulvey’s male gaze theory women are objectified, becoming somewhat a fetish for the audience. Therefore females are being projected as the male fantasy through the male gaze rather than showing a realistic portrayal of women.

Recently ‘lads mags’ (magazines targeting 15-25 year old males) have developed, usually the magazines are pornographic or semi-pornographic but deal with other aspects of interest such as gadgets and jokes. FHM is the epitome of a ‘lad’s mag’, as exemplified through January 2007 addition front cover. Conventionally Tamara Ecclestone (the model) is outstandingly beautiful; she is flawless and creates a false notion of ‘perfection’. In addition to this she is extremely sexualised demonstrated through her hand caressing her slightly parted legs pose, which is extremely suggestive to a young male audience. Tamara has been captured wearing sexy black lingerie which symbolises corruption and indicative of her ‘dark side’. Often tainted black is sported by models on pornographic magazines, similarly Hayden Panetire, Olga Kurylenko have posed on FHM in black.

However, women magazines like Ok! , More! and Heat! portray semi-nude women as an aspiration tool rather than titillation. Unusually despite being aimed at a slightly older audience on the OK! magazine front cover (the October 2008 issue) Melanie Brown is photographed wearing lingerie but unlike ‘lads mags’ this is not the central focus. Her new appearance appeals to the audience but the ideal representation creates negative competition amongst females, low self esteem and low self-image. Debates have arisen that put forward that women magazines with their scrutinising of ‘fat’ celebrities have led to the drastic increase in anorexia especially amongst young girls. Hannah Whittaker essay ‘Glamour models made me sick’ comments that the airbrushed ‘perfect’ images of models cause damaging psychological affects:

‘it teaches women such as myself that they’re ugly and imperfect when really there’s absolutely nothing wrong with them’.

More! has a younger audience appeal which is reflected through the central focus (teenage actress). Representing the teen soap star ‘Helen Flanagan’ on the front cover intrigues young readers to respond to her appearance as it creates personal relationship. Instead The young actress embodies features associated with conventional beauty for example her white pearly teeth, radiant flawless skin and glowing blue eyes further reinforce the notion of ‘perfection.’ This can be a prompting tool as the readership may aspire to the star. But rather than being domineering, like on ‘lads mags’, the actress looks approachable. In addition, the curvaceous actress is represented parallel to her curvy acting predecessor Marilyn Munroe she is depicted in a fan blown pose. Yet, with debates such as size 0, unusually More! embraces the fuller figured woman.

Similar to FHM’s Tamara Ecclestone, Jessica Simpson on Maxim (July 2006) is wearing black although Jessica’s cleavage is slightly on display; however, it is far more tasteful than Tamara on FHM. Whilst Tamara’s top is slipping down, it is invites readers to undress her with their mind therefore leaving little to the imagination whereas Jessica less provocative. Both Maxim and FHM’s typography is red; red connotes passion as it’s a fiery fierce colour which mirrors their facial expressions their glares are wild and mysterious. It has been argued rather than degrading women ‘lads mags’ empower them as it is the female luring the male audience. But Rosie Boycott believes ‘lads mags’ purely fulfils one purpose:

‘Every month, magazines such as FHM, and now Zoo and Nuts, serve up page after page of breasts, bottoms and sexual titillation’

Moreover, Loaded directly exemplifies patriarchy on the October 2007 cover 50 cent is dominantly standing in the middle of two barely dressed women. One model’s hand is placed upon her knickers insinuating sex whilst the other places her bottom so that it is touch his thigh. Even though he is receiving this female attention, he has a stern expression implying that it is normality for 50. Parallel to other ‘lads mags’ the women appear unblemished and ‘anyone with any sense will realise that women in magazines...have all been airbrushed’ (Simon Guirao, editor of Loaded). Yet, women still feel they have to live up to this great image. Capitalist ideology is also promoted highlighted through 50 cents hand positioning over his pocket, the emphasis of the word ‘money’ and the headline ‘The man who made $410 million dollars in a day’. The list of three bold typography Guns! , Girl! and Money! uses the Hip Hop culture stereotype to encourages violence, the objectification of women and an irrational love for money. Thus, loaded is justifying the exploitation of women suggesting that it is acceptable as it is part of Hip Hop culture.

Additionally, females in women’s magazines can be presented as dutiful mother and devoted wives. Jade Goody is pictured hugging he two sons whilst they are all giggling on OK! magazines cover October 14 2008. Despite her cancer ordeal Jade manages to maintain a jovial facial expression stereotypical women have to be emotional strong. Dunscombe and Marsden found alongside their career and housework, they have to emotional support the family. Motherhood is considered by most women as undoubtedly the most rewarding moment in life but is argued that the media over-exaggerate women’s roles with family.

Finally, ‘lads mags’ often uses clichés when referring to women as honeys on FHM (January 2007) again degrading women as Mulvey suggest just viewing women as ‘eye candy’. Stereotyping women are sweet like honey ignores women multiple personalities and generalises them as passive. As well as referring to her a princess as they are considered dependent on men (the prince). Similarly, Loaded refers to them as girls which group them and girls refers to the child-like innocence of women like ‘honey’. Additionally, Maxim describes women as ‘hotties’ again objectifying them.