Cosmopolitan

Lauren Wisniewski ** Cosmopolitan **

** The Cosmopolitan Brand ** Cosmopolitan is the most influential women’s magazine of our generation. It provides information on relationships and romance, fashion and beauty, women’s health and well-being, and the latest news in pop culture and entertainment. The magazine has 58 international editions, is published in 34 languages, and is distributed in over 100 countries, making it one of the most dynamic brands in the world (Cosmopolitan, 2011.) Cosmopolitan.com staff writer Jennifer Benjamin (2011) explained the large impact the magazine has had on previous generations. Since Helen Gurley Brown’s first edition in the 1960s, Cosmopolitan has symbolized the empowerment and sexual freedom of women. The 1960s began a change in women’s status in society- they were progressing in male-dominated fields and exploring premarital sex. Although these changes were occurring, nobody was talking about it, especially in the public. Cosmopolitan became a platform to discuss sex—pushing the boundaries with articles on provocative and often taboo topics. The magazine encourages women to steer their own sexuality and empowers them by giving them the confidence to take the lead in relationships and in bed. According to Benjamin (2011), readers are more likely to believe that women should take charge of their own sexual pleasure. Readers are also more likely to believe that women should be strong, assertive, and speak their minds. Caroline Trent (2009) explains how Cosmopolitan presents the concept of the “fun, fearless female” as a model for how women should behave, both in the workplace and in their sexual lives. “With this model comes a standard for sexuality, such as how a woman should behave on a date and how she should engage in any kind of sexual contact. In a perfect world, this woman has agency and all of her problems can be solved by following Cosmopolitan’s sex tips” (p. 3). Clearly, Cosmopolitan has revolutionized women’s attitudes about sexuality, and it will continue doing so as the number one lifestyle magazine of our generation. ** Relationship and Lust Advice Articles ** Much of the content featured in Cosmopolitan including advertisements, articles, and photos, deliver important messages to the female viewer about relationships and appropriate and desirable sexual behavior. A 2004 study was conducted to analyze the advice given in Cosmopolitan over a one-year period. Fruhauf, Gupta, and Zimmerman (2008) examined the messages regarding couple relationships to discover the themes presented in the magazine. There were three overarching themes presented in the magazine regarding lust. The first is women's responsibility for the man's sexual pleasure. The second is women's responsibility for her sexual pleasure, and the third is the couple's responsibility for their sexual pleasure (p. 256.) Fruhauf et. al 2008 explain that over half of the advice articles focused on women’s responsibility for initiating and igniting passion, changing their sex attitudes, withholding from sex to make their man feel special, and teaching their man foreplay skills. Almost 30% of the articles provided information on the woman helping her man make her feel sexy, ways in which women can be self-confident while naked, and information on sexual health. Only 18% of the articles focused on both partners working as a team to revive their sex life in order to increase passion and intimacy in their relationship (p. 257.) Based on these articles, Fruhauf et. al 2008 found that while some of the messages were helpful, the majority portrayed stereotypical gender socialization, presumption of heterosexuality, and shallow perception of couple intimacy. The messages analyzed in this study also depicted women's responsibility as the top priority for maintaining and improving couple relationships (p. 263). Clearly, these messages can have many negative implications to the female viewer. While advocates may propose that these messages empower women viewers to take control of their sex life and behavior, critics note that the magazine also describes sex advice in terms of what the man desires, illustrating stereotypical gender roles. ** Criticisms of Cosmopolitan ** The study revealed many criticisms that are shared by both men and women around the world. As mentioned above, the majority of messages analyzed in the study reiterate stereotypical gender socialization, pro-heterosexuality, and shallow perception of the couple. The majority of the advice Fruhauf et. al 2008 found also reinforced male and female socialization that includes male sexual priority, and male power and control. Many of Cosmopolitan's sex articles are based on male fantasies about women that structure women’s view of their own sexuality (p. 255.) Advice articles featured in Cosmopolitan are focused on male’s preferences, with some of them surveying males on their favorite sexual behaviors. Clearly, this shows how the male’s preference and attitudes regarding sex are viewed more importantly than a female’s. Fruhauf et. al 2008 also stated a lack of information and education about the importance of contraception, the risk of unplanned pregnancies, sexually transmitted diseases, rape, and intimate partner violence included in the Love and Lust sections (p. 260.) The researchers in this study also cite an article called "Global Youth" (2004) that states that Cosmopolitan contains only 10% content on health, and the majority of advice it did offer focused on health-conscious content related to diet and exercise (p. 261.) As society continues incorporating sex in the media, younger people are experimenting in sexual behavior, yet a majority is unaware of its consequences. According to Cosmopolitan.com, Cosmopolitan is the best selling magazine in college bookstores for the past 25 years. These college students are reading material that encourages them to express their sexuality without explaining the repercussions, putting them at risk for the countless consequences this behavior could bring. Editorial and advertising content in Cosmopolitan magazines illustrates a pro-heterosexuality stance by showcasing products or describing appropriate behaviors that attract or preserve a relationship with a man. And while it may have been the first magazine to encourage women to sexually express themselves, Fruhauf et. al 2008 noticed that Cosmopolitan still describes sex in traditional heterosexist language (p. 259.) For example, the titles displayed in the sex articles column in Cosmopolitan.com on April 11, 2011 include: “His favorite Time to Have Sex,” “Why His Size Does Matter,” “Places to Kiss a Guy,” and “The 10 Naughtiest Texts to Send a Guy,” to name a few. All of these articles present advice and information on male/female, monogamous relationships. This does not reflect the ideas and preferences of our society as a whole, thus Cosmopolitan greatly stereotypes its viewers and blatantly holds a pro-heterosexual preference in its magazine content.  The image above, taken from yournextgift.com, is an example of a typical Cosmopolitan cover. Notice how most of the headlines support heterosexist language. The magazine is targeted to females who are heterosexual and interested in seducing a male. The photo illustrates what many critics say about Cosmopolitan stereotyping its viewers and blatantly stating the magazine’s sexual preference for women. ** Advocates of Cosmopolitan ** Since Cosmopolitan’s beginning, the magazine has distinguished itself from competitors as defining sex as a function of the public sphere, in comparison to other women magazines that discussed sex in the context of its domestication. Sex researcher Kathryn McMahon (1990) explains how Cosmopolitan obtained loyal readers for its ability to define sexuality differently from the domestic and procreative view of its competitors, signifying a major progressive movement to the freedom of these female readers (p. 382.) Another reason McMahon (1990) gives for the popularity of Cosmopolitan is that it serves as a dream book and strategy manual. The content offers ways for women to use their sexuality to dominate and control men on their own terms. Cosmopolitan then serves as a resource that encourages women to take control by showing them how to “seduce” their man. Here, sexuality is used as a “weapon” that allows women to be the dominant one in the relationship and take control during sex, which contradicts everything society tells us in terms of how women should behave. Females are constantly portrayed in media and our society as the submissive partner. This empowered and dominant role that Cosmopolitan embraces resonates well with female readers as they feel an increase in freedom to sexually express themselves in a different light. ** References ** Cosmopolitan Magazine. //Cosmopolitan Magazine Subscription//. N.d. Cosmopolitan Magazine Subscription, Cosmopolitan Magazine. //Your Next Gift!//. Web. 11 Apr. 2011.

Cosmopolitan Media Kit. (n.d.). //Cosmopolitan Media Kit//. Retrieved April 11, 2011, from http://www.cosmomediakit.com

Gupta, A. E., Zimmerman, T. S., & Fruhauf, C. A. (2008). Relationship Advice in the Top Selling Women's Magazine, Cosmopolitan: A Content Analysis. Journal of Couple & Relationship Therapy, 7(3), 248-266. Retrieved from EBSCOhost.

McMahon, K. (1990). The "Cosmopolitan" Ideology and the Management of Desire. //The Journal of Sex Research//, //27//(3), 381-396. Retrieved April 11, 2011, from []

Sex Moves and Tips - Best Sex Advice - Cosmopolitan. (n.d.). //The Online Women's Magazine for Fashion, Sex Advice, Dating Tips, and Celebrity News - Cosmopolitan//. Retrieved April 11, 2011, from []

Trent, Caroline Jamie. (n.d.). Culture of Sex: Sexual Linguistics and Discourse of Cosmopolitan Editions in the United States, France and India (Doctoral applied dissertation, University of Missouri-Columbia) Retrieved https://mospace.umsystem.edu/xmlui/bitstream/handle/10355/5373/research.pdf?sequence=3