Gender Roles in Marie Claire
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One of the most prevalent forms of invisible social control is the creation and perpetuation of stereotypes. Todays society is filled with stereotypes and the media has proven to be an excellent breeding ground. Research in the stereotype domain indicates that the media can prime stereotypes, and these primed stereotypes do influence how people are later perceived. Also the research on media priming of stereotypes generally increases confidence in the generality of the media as a prime. Television, movies, newspapers and magazines contain millions of images that feature individuals portrayed in stereotypical ways. This paper will examine the February issue of Marie Claire and the gender and racial stereotypes that are evident within the advertisements and articles.
For many years society has embraced the idea that the differences between men and women are biologically determined and certain roles, behaviors and attitudes constructed by society assign and control how men and women behave and are perceived. Sex is determined by genetics while our gender is programmed by social customs. Some theories interpret that a women is tender and a loving mother while on the other hand men are aggressive hunters and are the dominant one of the family. Gender roles prescribe norms, which instruct people to pursue specific careers and lifestyles.
Marie Claire, a typical trashy magazine geared towards women, regularly features stories focused on how to make women beautiful, thin, and desirable to men. Its pages are also full of advice regarding who your Prince Charming will be and how he should and shouldnt treat you. The writers and editors lure women by strategically placing beautiful images on glossy covers amongst articles that focus on body image, style, and relationships. The advertisements and articles in Marie Claire help fuel assumptions made about the specific roles and abilities of men and women.
Simply glancing at the magazine section, while waiting in the checkout line, any individual, man or woman, is able to make their own assumptions about how they are perceived and how they are supposed to behave from article headlines, such as those in Februarys Marie Claire which included: “Fire up His Desire”, “Sexy or Skanky?”, “Best Beauty Bargains Ever”, “What his Cell Phone Style says about him”, and more advice related to fashion and health. These headlines give the impression that its part of a womans role to be obsessed with their image and their relations with men. Not all articles are written for women however, some specifically instruct the reader to show the article to their boyfriend so he will know what he is and isnt doing correct in the relationship. Men may then be perceived as being incapable of understanding womens needs and wants. Certain articles help support women in standing up against the pressures of men and society; others encourage women to use top-of-the-line cosmetics in order to prevent wrinkles and signs of aging. Unfortunately, many women get caught up by the pressures of being a woman and are led to believe that one must be extremely skinny and gorgeous to be successful. Certain articles, such as “Beauty Editors Favorite Bargains” make purchasing beauty products essential by providing less expensive options. This specific article lists the products and descriptions as well as price and makes it seem as if every woman should own each of the products, as if it is part of their role, especially Almay Kinetin Skincare Advanced Anti-Aging Series Firming and Brightening Eye Cream, for approximately $16. This article also makes the suggestion that women are forever supposed to possess young, firm, radiating skin, and that they must go to great lengths to achieve beauty or they will not be accepted by society.
A large portion of the magazine is devoted to advertisements, which feature attractive women and men enthusiastically promoting make-up, designer clothing, and perfume. The sheer amount of advertisements reinforce assumptions and suggestions that women are to be kept neat, stylish, thin, and ready for men. Some, on the other hand, like Pontiacs ad for their Sunfire, Vibe, and Grand Am, which has a headline that instructs women to “Unleash your Nasty Little Urges” attempt to defy the pressures of a male dominated society. Neutrogena uses actor Angie Harmon to sell their Visibly Firm moisture make-up, while Andie McDowell is used to promote the sale of milk. The use of celebrities not only helps the product sell more successfully, but it also reinforces ideas within womens heads, telling them that they too should be using that product or consuming that beverage.
Gender roles have formed assumptions about men and women that suggest that they have distinct responsibilities and capabilities. For centuries men have been perceived to be dominant and aggressive, while women have been seen as passive and submissive. The thought of being masculine conjures up images of muscles, power, and influence, while feminine qualities by and large are associated with childbearing and vulnerability. According to Nancy Chodorow, femininity includes being involved in a continued relationship with a man and having the ability to work productively in specific occupations reserved for females, such as childcare and secretarial work. People who speak loudly and interrupt conversations are generally perceived as having masculine attributes, while people who minimize their spatial use by crossing their arms or pointing their toes inward are seen as feminine. The contents of Marie Claire emphasize gender roles because the majority of its pages are concerned with making a woman look her best so that she can find a man who will eventually be the father of her children. Solomon and Massik discuss the fact that women are beginning to transform roles and change tradition by introducing programs such as Sex and the City; the discussion continues on emphasizing the fact that although these women tell themselves that they are independent and empowered they all still become entwined and hurt by men and obsess over who will provide them with a child.
The article and advertisements in Marie Claire both agree and disagree with the traditional characteristics of male and female gender roles. Many ads are primarily based on how one can make themselves sexually desirable to men, while there remains to be no hint of homosexual behavior throughout the magazine. Rather than discuss childrearing options Marie Claire generally features articles and advertisements concerning birth control, which is where this magazine bends the gender role a bit. Traditionally women were not given the power to influence their reproductive cycles because their primary goal was to procreate. Nowadays as gender roles bend,