Self-Image and the Media
Examining Women's Magazines: Should We Blame the Messenger?
Nov 28, 2008 Maryam Nayeb-Yazdi
There is no doubt that as a society we have taken pride in our media savvy. Our collective ability to decipher misinformation has grown, but there is ample evidence that we remain prime subjects to covert messages permeated in the media that often result in a fallacious image of ourselves.
Key among the contributors is top-selling and highly popular publications that reinforce specific gender identities and roles, in addition to blurring the lines between journalistic integrity and corporate propaganda. Although both genders are affected by images in the media, it is the general stereotypes inflicted on women that are the most problematic, since they are understood more as ideals rather than trends.
Women's Publications and their Reinforcement of Gender Stereotypes:
It is a known fact that over the past two decades, the number of women in typically male-dominated fields has increased. Despite the visible progress, print media entertainment sources have been slower to follow. In the place of more accurate depictions of women are stereotypes that are unreservedly reinforced and accepted by many.
One publication in particular that targets young women and stands as one of the most read, features an annual section titled, “Fun Fearless Female (FFF).” The introductory text of the section describes “FFF” as a single female who displays independence and strength. Further in the text, the writer attempts to explain why a “FFF” is man-less by concluding she is either “on the rebound,” or in the middle of a “dry spell.” Willingly or not, the writer has implied with the preceding text that a woman’s single-hood is a temporary flaw directly resulting from not being able to find the right man. Messages like the latter easily reinforce stereotypical gender identities that attribute a male with a female’s conduit to happiness.
The Representation of Gender Roles in Women's Publications:
In regards to gender roles specifically, the top-selling female magazines all operate under a large and unfounded assumption: all women are innately heterosexual and those who are not are different. It is common knowledge that not all women are straight, yet there is no effort on the parts of the publications to address different sexualities. It is important to note that the term sexuality refers to a person’s sexual preference, regardless of her sexual orientation. The fact that top-selling women's publications dodge the idea of same-sex relationships implies that they have defined a sexuality norm for their readers; hence leaving them with little possibility inside the confines of the publication to explore differing desires.
Examining Journalistic Integrity and Corporate Propaganda:
People who read women's publications do so for various reasons. For some, it serves as a source of information; for others, it is merely a form of entertainment. Regardless of the reasons why a reader chooses to pick up a copy of a specific publication, the integrity of that publication should aim to be clear. It is disheartening to dissect women magazines only to find the lines between journalistic integrity and corporate propaganda have been blurred.
It is no secret that top editors have at some point been instructed to make a conscious effort to use their relationship with readers to promote products. Companies pay a large sum of money to be able to create “Special Ad Reports": full page advertisements that give the illusion that its content is part of the publication rather than a separate entity aiming to sell a product. While the advertisers are obliged to reach their target audience the best way they can, a publication’s responsibility should be focused with its readers and upholding their trust.
With undeniable clout amongst women, it is important that the content of the publication should more or less coincide with the accompanying advertisements, including the “Special Ad Reports.” In the “FFF” section mentioned earlier, it is described as “cool” to not obsess over the amount of fat in the foods one loves to eat, but beside that same text is a three-page advertisement that promotes a pill promised to provide drastic weight loss results.
Contradictory Messages in the Media:
It is contradictory messages like the previously mentioned that can have a negative impact on women, especially those with eating disorders. Then again, it is important to note that in pop culture, eating disorders are seen more as mental illnesses rather than a cultural epidemic. As such, publications feel less pressure as the instigators of eating disorders, which in turn make it easier for them to contradict their content with weight loss ads.
The main problem with publications targeted toward women is that they do not address the fact that many of the problems women have with self-esteem is projected by society as a result of the media. Instead, publications present products to try to solve the issue.
As humans, we all have conscious insecurities that are worsened, or become indistinct by the fear of deviating from conventional norms. Consequently, our inclination to judge and label others strengthens as our insecurities become more difficult to interpret. Nevertheless, it is best to recognize our differences through examination rather than to see them as factors that separate us. In the case of the media, it is not enough to become aware of the conflicting messages; rather it is more fruitful to not allow our ideals to be shaped by its images. For women, if communication was more open of the messages embedded in the media, then the illusion of perfection would be more recognized.
Further Reading:
- Book: Sister OutsiderEssay: "Age, Race, Class, and Sex: Women Redefining Difference"Author: Audre Lorde
- Book: Gender, Race, and Nation: A Global PerspectiveEssay: "Between Body and Culture: Beauty, Ability, and Growing up Female"Author: Carl Rice
- Essay: "Sexuality"Author: Catharine A. Mackinnon
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