While examining the status of women in our society, we found that both of us were asking similar questions about women's lives and experiences, in particular, about gender role expectations and portrayals of women in the media. Of special concern to us were vulnerable young adolescent women and how they are affected by the limited and sexist portrayals of women in the media, especially magazines. We further questioned whether women of various cultures have different gender role expectations and therefore, possibly, different media portrayals. Our society is permeated with visual images that convey socially relevant messages about gender.
Magazines are a vast and accessible source of provocative visual images.
Some of the most frequent images in magazine advertisements are those that portray socially endorsed models of gender role behavior. Although women are being depicted in a wider range of social and occupational roles, there has been a parallel increase in the sexually exploitative use of women in advertisements. The underlying message is that being beautiful, sexy, and fashionable are crucial to becoming a successful woman. Adolescence, moreover, is a period of identity formation wherein teens search for role models who exhibit socially endorsed gender role behavior. One influential source of information and role models is the visual portrayal of women in popular teen magazines.