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Often, gendered magazines are leaning towards the goal of championing and empowering of masculinity and femininity as observed on the content and features of the literary pieces. The composition of two lifestyle magazines, FHM and Cosmopolitan, are comparatively analyzed in this paper and the implicit and explicit ideas about gendered behavior as well as expectations of sex and relationships in these magazines are evaluated. FHM or For Him Magazine is a monthly glossy publication that is intended for the male audience. Originally distributed in the United Kingdom, FHM is now a widely known brand, presenting a localized version in almost every country in the world. In the evaluation of several issues of the said magazine, it is immediately observed that women in provocative gestures and strong, overt language are almost present in its every page. The front page is usually plastered with a full view of a woman in her swimsuit, underwear or nearly naked body. The middle and last pages are also dedicated to a full view of a woman modeling her body, while several photos indicating the message of the articles are also showing women in different poses, with a few presented with male partners or groups of women in suggestive facade (For Him Magazine). In addition, the objectification of women is clearly established in FHM through the main stories published in its contents. For instance, specific situational tips and trivia on sexual indulgence are boldly presented, usually with accompanied with graphical representations and detailed illustrations. Nearly half of the total pages of FHM are about women, sex and relationships and photos related to the subject. However, featured articles published are not solely dedicated to sex. In particular, other topics of the masculine interest are also given regard like sports and health, hobbies, finance, career, entertainment, and even style and shopping. The male macho image is also ascertained in the magazine as characterized by the straight, bold fonts used in the general texts which shows a strong, masculine character of the reader (For Him Magazine). On the other hand, Cosmopolitan is a monthly glossy lifestyle magazine specifically made for the women crowd. The magazine commands attention in the feminine color of pink daringly highlighting its name, the half body picture of a woman in a confident stance, and the bold-italic heading of its article titles. Their motto “fun, fearless female” is obviously noticeable in the entire publication as successful and powerful representations of the alpha female are undoubtedly imprinted in its very core. For example, just about the entire content of Cosmopolitan is attributed to the role of the woman being in control of things such as her career, relationships, sexual travails, health and style. This magazine is ideal for the aggressive but stylish career woman: someone who is capable to go beyond yet grounded enough to value friendships and charity (Cosmopolitan Magazine). Moreover, Cosmopolitan offers a non-traditional view of the women perspective compared to other traditional gendered lifestyle magazines. Most of the time, magazines intended for women readers are featuring themes on culinary, art, hobbies, crafts, parenthood and gossips. They are presented in such a wholesome ...Show more
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Summary

Name Institution Instructor Date FHM and Cosmopolitan: A Comparative Analysis on Gendered Lifestyle Magazines Gender is commonly defined as a biological difference in the sexes. However, Eckert and McConnell-Ginet (10) maintains that gender is also perceived in terms of sexuality, sexual identity and desire that sexualizes traits and objects associated with masculinity and femininity…
Author : rupertjaskolski
Comparative Analysis
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