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).