Cougars or kittens? The representation of celebrity cougars and their toyboys in gossip media

Abstract

Relationships involving a woman who is much older than her male partner have become increasingly visible in popular culture. These women are referred to as “cougars” and their partners as “toyboys.” This type of relationship has the potential to undermine elements of heteronormativity and intersectional gender/age performances, as women who are past their forties are not expected to engage in sexual relationships with (younger) men. The present study discusses the discourse found in Dutch gossip media (n = 138) on the relationships of preselected celebrity “cougars:” Demi Moore, Madonna, Patricia Paay, and Heleen van Royen. A qualitative content analysis reveals that certain aspects of heteronormativity are challenged: these women are depicted as financially and sexually empowered, whereas their partners are seen as interchangeable male suitors who are dependent on the female partner’s (financial/career) achievements. Yet, traditional understandings of intersectional performances (i.e., gender/age) are also found: a wise, caring mother, and a handsome, boyish, adventurous partner. Overall, these women are seen as both maintaining and challenging traditional roles that are typically associated with older women.

Keywords:

• Cougars
• toyboys
• heteronormativity
• intersectionality
• gossip media

Notes

1. In this paper, the terms “cougar” and “toyboy” are consistently put within quotation marks. For, while this paper tries to elicit the connotations and meanings of these words, they are rather value-loaded terms.

2. These were the ages of the celebrities and their (former) partners when working on this paper.

3. The chosen starting point of the sample frame was the first time a news item about one of these four celebrity “cougars” was retrievable at the National Library of the Netherlands. The time frame stretched until April 2015, because this is when the sampling procedure for this paper occurred.

4. All quotes are translated from Dutch.