Task 5: Detailed essay plan: How Do Lads Mags such as Zoo and Mens Health perpetuate gender stereotypes? Why Is this? Is it a concern?

Introduction: Lads mags such as Men's Health and Zoo promote gender stereotyping as women are subjected to being viewed as subordinate with men being presented as dominant. This seems to be a concern as these stereotypes seems to be manifesting itself into society where these ideeologies seems to be taking effect.

Paragraph One: The content of these Lads Mags is what contributes the most to the stereotyping.

1) The "lifestyle choices" that are shown in the magazines that are recommended for men.
- Sex life
- Physical health
- Hobbies
- Tips on how to dress

2) The content that is held within the section about sex usually offers ways and tips on how to please women better.

Paragraph Two: Women subjected as only models for sexual gratification. - " There is a general agreement on the view that pornography in film ( or any other text) can be described as any set of images that exist solely for the purpose of sexual arousal"

1) Women posing in these magazines are there to please.
- Male Gaze is forced on readers
- Women in the magazines tend to hold onto some power as they choose what to reveal
- Taps into stereotype of women being viewed as sex objects. - " Another issue is the media's representation of women. The majority of images suggest that women have to look a certain way: be slim, wear the right clothes and have certain lifestyles to be beautiful".

Paragraph Three: These magazines are decentisising a younger audience to ideologies that promote women being subordinate/sex objects with men being quite mysogonistic.

1) Analysis of historical lads mag and modern to highlight the differences in both content and how the women are portrayed.

2) Link to Article found online commenting on age restrictions on lads mags. - " Consider how much impact exposure to sexual images is having on young people. Are lads' mags influencing their sexual behaviour and attitudes?"

3) Link to cultivation theory. How younger readers are being brought up through life with these ideologies.

Paragraph Four: Feminist Perspective

1) Discuss 2nd and 3rd wave feminism and it's effects on women in society today. Is it possible that lads mags are a reaction to feminism? - " It has been argued that men's magazines are not soley responding to gender changes, but are a reaction to feminism and an attempt for men to regain some of the power they lost through this movement".

2) How feminism empowers while the opposite is dcintained within these magazines. - " Titles such as Nuts and Zoo paint a picture of women as perminantly, lasciviously, uncomplicatedly avalible".

Conclusion: Lads mags do stereotype genders which could have a harmful effect on society as it could decentise younger audiences to take on ideologies of subordinate and dominant genders. The ownership of these magazines are a big factor into what content is displayed (link to marxism and hedgemony).

MEST 4: Additional web sources

1) http://www.media-awareness.ca/english/issues/stereotyping/women_and_girls/women_beauty.cfm

"Images of female bodies are everywhere. Women—and their body parts—sell everything from food to cars."

"Researchers report that women’s magazines have ten and one-half times more ads and article"s promoting weight loss than men’s magazines do".

2) http://www.mediaed.org.uk/posted_documents/MagzineAdverts.htm

"Using our neat stereotypes of men and women, men should guzzle beer followed by spirit chasers whilst women lightly sip on wine or liqueurs".

"FHM, Loaded and Maxim all feature an advert for Jack Daniels whiskey with the tag line “the invite said bring a friend”. The image features no people, just a close up of a bottle of Jack Daniel's and a glass of ice. The “friend” in this case is an alcoholic drink".

3) http://www.theory.org.uk/mensmags.htm

" Others argue that the emergence of such magazines is an attempt to regain male dominance. Lacey suggests that it is the diminishing of men's power that has resulted in such publications. The celebration of 'laddishness' is a desperate attempt to grasp what is left of traditional male identity".

" It has been argued that men's magazines are not solely responding to gender changes, but are a reaction to feminism and an attempt for men to regain some of the power they lost through this movement".

4) http://www.independent.co.uk/student/magazines/your-shout-are-women-treated-the-same-as-men-409811.html

" Another issue is the media's representation of women. The majority of images suggest that women have to look a certain way: be slim, wear the right clothes and have certain lifestyles to be beautiful. This pressure makes some women lose confidence."

5) http://www.media-awareness.ca/english/issues/stereotyping/men_and_masculinity/masculinity_magazines.cfm

"...the portrayal of masculinity in men’s magazines such as Playboy, Maxim, GQ, and Esquire. These magazines, which focus on matters such as health, fashion, sex, relationships, and lifestyle, play a part in defining what it means to be a modern man".

6) http://www.thaindian.com/newsportal/entertainment/lad-magazines-criticised-for-negative-portrayal-of-women_10079838.html

"Titles such as Nuts and Zoo paint a picture of women as permanently, lasciviously, uncomplicatedly available".

" The images they use and project reinforce a very narrow conception of beauty and a shallow approach towards women".