Lifestyle and the Depoliticisation of Agency: Sex as Power in Women's Magazines

Abstract

Sex, due to its connotations of dangerousness and the non-traditional, has been used heavily in women's magazines and other mass media to signify core values of power and freedom as part of their brands. Through this process, other forms of agency for women have tended to be excluded. In these magazines women are shown to be assertive, powerful and independent, not through the political views that they hold, not through the way that they act upon society, but through the way that they seduce men and behave sexually. We show, using a number of examples, that for this to happen a fantasy space has to be created: a space where real-world obstacles and meanings are erased, allowing a repertoire of theatrical sexual play to operate. This is typical of the lifestyle society in which we now live. In this society, we define ourselves not on the basis of who we are, in an older sense of gender or social class, but in terms of what we do and the values we hold. The way we communicate these values is often through our use of consumer products, which allows us to align ourselves with the core values and meanings with which the products have been loaded. But while lifestyle itself may be a matter of choice, the choices available to us are often created to serve the interests and needs of large corporations, of consumerism. Sex is one such choice of which we must be very careful.

Keywords:

• Women's magazines
• sex
• discourse analysis
• lifestyle
• social class
• globalisation

Notes

¹This research has taken place as part of a larger project on language and globalisation funded by the Leverhulme Trust.

²In a subsequent paper we intend to carry out a comparison of adaptations of this in different international versions.