Cosmopolitan and the Archetype of the “Fun, Fearless Female”

Women do anything if they make them feel better. From polite repair of everyday hair, cosmetics, clothing, to dieting and continuing exercise, psychological counseling, luxury vacation, high cost of plastic surgery, they rarely come together with ourselves to approach happiness To Compared to these exotic choices, it seems like a good solution to purchase a magazine worth $ 4.00.

Let's clarify that. I am not thinking about Cosmo's Fun Fearless Female event. Every year, in addition to naming female celebrities (such as Eva Mendes) seen from the readers, the corporate sector of this magazine recommends women in the international field "Choosing truly wonderful things in the field" . They then recognized these emotional women and hosted the annual Fun Fearless Women Awards to show them their choice as this year's Cosmo Female of the Year. I am very pleased that Cosmo respects the performance of the reader. I will ask a single question - Is fearlessness a viable goal?

Cosmopolitan magazine is known for its theme as "fun and fearless female" (Streitmatter, 2004). Sexual behavior and desire are greatly endorsed by young women. Likewise, the sexual role of male in stereotypes is explained as being primarily sexual and uncontrolled. In big cities, women's sexual behavior and aggression occurs mainly in the context of human relations (Durham, 1996). Walsh-Childers et al. (2002) Commented on, sex is a fun, casual and dangerous activity in some adult-centered magazines. Clear lack of attention to prevention of sexual health, contraceptives and sexually transmitted diseases (Kim & Ward, 2004)

Hearst is a publisher of Cosmopolitan, expressing the subject readers of the magazine as "fun, fearless female woman", and the rhythm of "F" means attitude and intense action. In contrast to the brand's proposal "celebrating passion for life, motivating young women to be the best women, consciously supporting women by shaping empowerment and ambition sensation", in contrast to the Lynx brand The owner Unilever said that the prospects of its own brand are all products are "designed to provide competitive game superiority to customers" and to establish a position as "the UK's leading male beauty brand" .