From the cleavers to the clintons: Role choices and body orientation as reflected in magazine article content

The media have been heavily implicated as sources of overconcern with body focus, attractiveness, and thinness, primarily for women. Attendant negative consequences are widely assumed. Yet there appears to be a recent media trend to concern with physical health and fitness, rather than just appearance. This trend has not been empirically assessed. Further, previous research has not adequately explored the possibility that there may be an assortment of physical ideals represented in the media, which may vary according to the different audiences being targeted. The current study assessed magazine article content, examining gender differences, time trends, and magazine audience type. Four types of article content were examined: health, fitness, beauty, and weight loss, in an attempt to capture the major aspects of body focus. The numbers of articles containing such content were tallied, over a 12‐year period, in a sample of magazines oriented to three distinct audiences: traditional, high fashion, and modern. Huge gender differences were obtained, with female‐targeted magazines not surprisingly outstripping male‐targeted ones for all content categories assessed. There were also clear differences in content between magazine types. Time‐trend analyses indicated a decrease in emphasis on weight loss in women's magazines over the period studied, and a statistical trend for an increase in weight loss focus in men's magazines. We conclude that apparent trends toward healthier habits are not just thinness goals revisited. © 1994 by John Wiley & Sons, Inc.