The magazine section in my local Sainsbury’s can, I find, be a minefield (metaphorically of course – unless there’s a special “celebrity” wedding edition of Hello just out). I am perpetually baffled by the categorisation of magazines; always weighing up whether I’m simply over analysing the psychology behind the situation of the publications or whether there’s an underlying sexist issue to be found lurking near the kiosk counter. For once, I’m sure the latter has happened. It turns out that Sainsbury’s have dispelled the need for a specialist “technology and gaming” section, or words to that effect anyway, in favour of lumping premier film magazine Empire and other such volumes in with the likes of Nuts and FHM.
Apparently, the “Men’s Lifestyle” banner now covers a broader spectrum of journalistic works; that is to say, not just magazines featuring girls who are paid to be photographed practically naked and whose covers are shielded from the eyes of young children and anyone else who doesn’t want surgically enhanced human flesh forced upon their retinas. How very inclusive of them. NME and Empire were but two magazines which were unfortunate enough to suffer the humiliation of being classed as such.
Not only do I feel a deep-rooted sense of annoyance bordering on anger about this, but I felt rather uncomfortable at the time when I wanted to employ my periodic flick through Empire preferably in an environment which didn’t include titles which have to have their covers censored in the form of being covered up when on display in shops. Surely Empire, the world’s leading source of film coverage, isn’t classed as a male orientated publication? I have one friend in particular – my personal knowledge fountain of all things cinematic – who would be mortified if she received raised eyebrows or disparaging looks when indulging in movie reviews in our school library as she is apt to do (I’m ransacking the uni prospectus shelves by this point, but there you are).
Granted, magazines covering a broader spectrum of interests – such as Shortlist, sister publication to the also free Stylist – are visibly geared to a male audience, although this certainly doesn’t stop me devouring it. The fact that Stylist is its female counterpart, though the two overlap in many areas, means that everybody effectively has access to the same information. In the case of Empire, however, both men and women are interested in its content and this should be recognised by the purveyors of the publication; after all, it is in their interest to market items such as magazines to their advantage to sell as many as possible. Even from a purely monetary profit it is obviously more lucrative to ensure the reading public have the optimum access to magazines across every interest and genre.
Female orientated publications can also be described as guilty, with their plethora of fashion and beauty-saturated volumes. It could be argued, though, that this is allowable as these magazines feature almost exclusively women’s fashion and beauty and articles intended for a female audience. They could quite easily direct males with just as strong an interest in fashion to men’s magazines such as Esquire and GQ which feature a decent amount of it and male versions of Vogue, though we regrettably don’t have a British version (though that may say more about Britain than the fashion industry).
When we reach the rather murkier territories of entertainment and technology, the line is often a little blurry and can results in gender stereotyping. Nowhere is this more prevalent then on the shelves of any good newsagent. There’ll be women’s lifestyle and fashion all together, then the hobbies and interests and then the men’s lifestyle, technology and current affairs all shoved together. That’s another one; I always have to dive into a herd of men peering into gaming and computer pages to search out a copy of Total Politics which seems to be permanently hidden away from the masses, as if its content were some great secret of national importance. Indeed the politics of magazine selling strategy is certainly beyond me!