by Sandra Porteous
The Daily News
Feb. 22, 1993

A recent U.S. study indicates viewer appetite for news has increased substantially over the past year. CNN satisfied a hunger for current information and the president of another American network said it has plans to launch several news programs because of demand. "Viewers feel there are many serious issues out there and they want more information," he said.

In Canada, the situation is much the same with the economy and environment falling apart at the same rate. There are many problems that need solving. Perhaps it's time to analyse whether marketing boards can effectively operate on the competitive world stage. Maybe we should give more thought to how the Senate could be made more effective. It may be time to press our local governments for job creation programs.

But - according to what is affectionately referred to as "women's magazines" - all that serious stuff might just fill a girl's head.

When Canadian women are struggling to be taken seriously in a world where they earn only 72 cents of every dollar earned by a male, there are women's magazines. Like those little pillbox hats Jackie Kennedy wore, they stand unchanged. The top stories still focus on looking good, cooking great and decorating even better. If you can whip up a really yummy meal in an outfit that is co-ordinated with your blush and somehow burn calories while you do it, the world is your oyster.

Last month, I picked up an issue of Esquire magazine because of a profile on former KKK member and political hopeful David Duke. The clerk who took my money mentioned what a great magazine it was. "It's a terrific men's magazine. Good articles - do your read it?" he asked with genuine curiosity. It is sad to think the whole list of magazines aimed at women have failed to see just how their readership has changed.

More women work outside the home than ever. Families are under stress because the person who used to iron the shirts and make the lasagna is now arriving home at the same time as the kids and spouse. Everyone has to pitch in and that isn't a bad thing.

Yet the latest issues of Redbook, McCalls and Chatelaine have a different view of what's important. One cover asks the probing question: "Are You Wearing the Wrong Size Clothes?" Golly, wouldn't you be able to tell? The big pants fall down and the tight ones rip. Of course, I went to college.

McCall's magazine tackles a tough issue: "Flu Symptoms: It Could Be Your Cooking." I can see it now. "Oh, honey can you try this chicken and see if it makes you feel feverish?"

Another cover promises a well-researched story entitled "The Biggest Mistake Loving Wives Make." Let me guess. Not taking the chicken out of the freezer on time and breaking it to Fred he'll be dining on macaroni? An issue of the Ladies Home Journal offers recipes for TV snacks and on the next page asks readers: "Are You Turning into a Couch Potato?" Not until I read the nifty recipes for TV snacks on page 15.

It is no wonder that young women are confused about the role society expects them to take. One magazine offers a fairly sensible article on Night Safety for Women and in the same issue runs a piece called "Trap Mr. Perfect." Readers of women's magazines won't soon see indepth analysis of breast implants, birth control or articles about achieving equal pay in the workplace. Forget about a report on the Canadian Constitution. However, they will find articles that encourage women to work shyly to change things. One feature advised women on how to "get the boss to do what you want without being pushy."

All of this deep thinking is giving me a headache. According to this month's issue of McCall's, if I get to work now, I can come up with an irresistible recipe that will express my love and help me manage my loved ones. Then using only dishcloths from my own kitchen, I can stitch a sampler for my mother in law and make my lips look fuller without surgery.

It's going to be a long night.


Reprinted with the permission of Sandra Porteous


Questions:

1. What is Ms. Porteous' criticism of women's magazines?











2. What is the confusing message women's magazines are sending?











3. What gender stereotypes is she attacking?

Related MNet Lesson

Learning Gender Stereotypes