How do stereotypical portrayals of men and women in various fashion magazines have changed?

Abstract

The event of occurring gender stereotypes in fashion magazines during the last decades has questioned the way how the media portrays men and women. Therefore, the interest of this study lies in the question whether or not stereotypical portrayals of men and women in various fashion magazines have changed? After elaborating on previous findings on mass media, feminism and the representation of gender in contemporary media, the study will focus on two magazines, GQ and Cosmopolitan, and intends to reveal proceeding stereotypes or shifts. Within a time period of eight years, between 2015 and 2023, eight fashion magazine covers will be analysed through the method of a content analysis as proposed by Hansen and Machin (2019) and Rose (2016). Hence the study will reveal changes in the depiction of men and women in terms of the use of colours or the body poses of the models for example but it will also uncover that some stereotypes are still maintained or even reused today through the use of certain dress styles or themes. As a consequence, the implications of this research allow strong interferences about the fostering of gender stereotypes within western cultures. On the other hand, suggestions are made for future scholars to widen the sample of this study and to include the effects of stereotypes towards a young audience as another component of research.