Media images of women and leisure: an analysis of magazine advertisements, 1964–87

Abstract

This study examines the media portrayal of women's leisure in order to understand influences on women's access to, and experience of, leisure. Leisure advertisements in two women's magazines were examined over a 24-year period using content analysis. One magazine aimed at adult women, and its partner publication aimed at young women, were selected. Over the 24-year period, socializing was strongly depicted as a female leisure activity. Creative or cultural activities were rarely illustrated. Although illustrations of physical activity peaked during 1974–78, there was a marked decline afterwards, mirroring the situation of the 1960s. The predominant message throughout the 3 decades has been that women's leisure is sedentary and usually involves the presence of a man. Although the depiction of women participating in leisure by themselves has increased during the 1980s, the heterosexual message is still strong, particularly in the young women's magazine. Furthermore, the depiction of women participating in leisure with other women has remained rare. Overall, women in the 1960s received broader messages about leisure than they do today. Young women in particular are receiving limited messages about what leisure entails.