Cosmopolitan has 63 international editions worldwide published in 32 languages with distribution in more than 100 countries making Cosmopolitan the largest-selling young women's magazine in the world. It is no joke that the ideologies supported by this publication reach millions of women and has a very real affect on forming their ideas of what 'real' womanhood consists of, the type of lifestyle a 'real' woman should maintain, the types of relationships appropriate for a 'real' woman, and the social behavior that is acceptable of a 'real' woman.
The cover of Cosmopolitan is a very important part of the magazines public representation and image because it is the primary way for them to advertise their content and their ideology to potential consumers. It's main goal is to attract your attention and to draw you in. This also makes the cover an easy place to read the assumptions made by Cosmopolitan writers as to what type of consumer is the right type of consumer. The most troubling assumption, I think, is about what Cosmo thinks preoccupies/should preoccupy a woman's mind: Sex with men. The largest and most blaring headline is "21 Naughty SEX TIPS". In fact, only two headlines do not directly address sex with men and those are "Shrink Your Inner Thighs" and "This Ballsy Choice Scores You Major Happiness" and even those imply that 1) making yourself, and your thighs, attractive to men is ideal and that 2) behavior that is regarded as male by society and "ballsy" is how you gain happiness in life i.e. penis envy at it's finest.
Unfortunately, not all women like men, or want to be in a relationship with a man, or think about ways to please their man, or become gym bunnies to be attractive to men, or want to score happiness on a 'man's' terms. By making this assumption so blaringly obvious, Cosmo is making a comment on what they think female sexuality should be. If you do not fit up to their standard, you are considered to be outside the Cosmo demographic and 'othered'. Also, Cosmo conveniently offers you the advice you 'need' to become the woman you should be…at a price of $3.99 effectively snagging the consumer soo suddenly worried about their sexuality, and so suddenly committed to following the advice of salaried writers.
Posted for Anna Frykman, frykm017@umn.edu.
I totally agree with what your saying, Anna. I think that our culture tries to transform our ways of thinking and make us believe that life is about satisfying your man when really there is so much more. I feel that not only does it have a lack of encouragement showing the power of single women but it also degrades us as women saying that our bodies aren't perfect the way that they are and unless we "shrink our inner thighs" no man will ever love us. Our culture needs to start embracing women for who they are as individuals to give them the courage to stand alone.
ReplyDeleteI really liked that you brought this issue up and ironically, my roomates and I were talking about the very same magazine last night. I too agree that this magazine is trying to get us to believe in this life style that they present to us so they can sell more magazine covers. I actually borrowed this magazine and read some of the articles you mentioned. I felt like they were really pushing certain things
ReplyDelete(mostly sex) on women. For example I tried one of thier quizes in the magazine (I was curious) and it told me I will never get a man because I am not forward enough or in other words shy, (if you count not going over to a random stranger and telling him i caught him staring at me as shy then I guess I am) . Way to build my self esteem and not try to push culture on us cosmopoltain.