Magazines and Gender

Defining Gender
Gender is different to sex. Sex is biological given. Gender is a social construct.
Traditional male order of society and culture knows as ‘patriarchy’ like other aspects of post- modernity, current attitudes towards gender politics have become fragmented, characterised by playfulness and irony.

Front covers

Zoo and Bliss seem to reinforce the confused assumptions that are being made about gender. Example- Both covers are low angle medium shots of slim and youthful female figures with long hair and careful make up.

The connotations are different however the cover of bliss the clothing codes and facial expressions connate openness and sisterly friendship.  Zoo has a more seductive pose and partial nakedness there photography connotes sexual passivity and permanent availability.

The binary opposition is inverted when looking at the representation of male figures on the cover of Q and Smash Hits. The main photograph of Smash hits is a boyish male figure framed by 2 female figures whose body language suggests they find him irresistible. Contrast to this his manicured appearance and peroxide blonde hair connotes a more feminised representation of masculinity- he seems purposely de- sexualised.

For Q there is a black and white medium close up of John Lydons snarling face. The staring eyes and unkempt appearance connote aggression and authenticity- all together more violent representation of masculinity.

Gendered audiences
Bliss has the youngest demographic of readers- Mid teen age range. Zoo has a median age of readership of 23. They both have substantial sales.

For bliss the editors letter is chatty and conversational, it uses hedges and polite forms to address the audience.  By contrast there is no direct letter addressing the audience of zoo. Fashioned from lists of facts and bullet points.

Q has a specialist’s status as a music title. This intimate relationship between Q and its readers is reflected in the high level of what Bourdieu would describe as ‘cultural capital’ that is required to access the magazine’s editorial. Understanding of the magazine is dependent upon high literacy levels and a familiarity with a range of popular music performers and genres. There is a 70/30 split among readers it does favour certain kinds of male stars: cultural history and the history of masculine culture are presented synonymous.
For smash hits they closed in February. They could no longer compete with titles like Bliss. Smash hits emphasis on celebrity gossip as opposed to popular music have taken it away from the product that dominated the market during the 1980s.   

Ownerships and assumptions
All 4 magazines are owned by the same media company- Emap. It was launched in 1947. All 4are multiplatform brands with synergised websites; both Q and Smash hits also exist as digital television and radio channels. The diffuse range of assumptions about gender that these magazines embody is a reflection of Emaps move to embrace the niche market of ‘defined communities’.