Cosmopolitan And Esquire In Portraying Gender Norm

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Cosmopolitan and Esquire in Portraying Gender Norms Ye Young Becca Kim Sociology 101 Friedman April 7, 2009 Since the beginning of time, gender norms have existed in society. The roles of women and men, while more similar to each other now than they have ever been in the past, still remain relatively different and in touch with how people originally viewed and categorized each gender. Women, while striving to create more career-oriented and independent identities, still often uphold the domestic lifestyles and goals previously established by women decades ago. Men, even as women rise in economic and political power, still have managed to maintain the upper hand when it comes to the cut-throat nature of the fast-paced world today. Comparatively, magazines of today reflect both these changes with the times as well as simultaneously still appealing to the underlying, original nature of both genders. A short clip entitled “Killing Me Softly” points out the many gender norms we see in the media today’s modern world (Friedman, 2009). The speaker in the video discusses how women are portrayed in magazines and TV commercials, always referring to women as passive home makers. She gives many examples of how even the ads of kids or teens start showing the gender norms (Friedman, 2009). This paper links closely to her point and will talk about how we see examples of gender roles and expectations through the advertisements of gender-specific magazines such as Cosmopolitan, one of the top women’s magazines in the nation, and Esquire, a top-selling men’s magazine. The first obvious difference in the appeal of these magazines and their advertising actually lies on the cover page. The cover of Cosmopolitan is brightly colored, with its main articles emphasized by bold fonts and block letters in eye-catching colors such as white, yellow, and hot pink. A balance of

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