By Sasha Moedt (The Cascade) – Email
Print Edition: September 19, 2012
It was the sexual revolution, the second wave of feminism rolling in, when Cosmopolitan revamped its content to match the times.
According to Cosmopolitan, the first issue that transformed the magazine from a tired homemaker’s mag into a daring, provocative and wildly popular source for the modern girl’s discussions on life, work and sex was published in the mid-sixties.
Cosmo published articles on taboo topics – on the Pill, extra-marital affairs, and on how to enjoy sex. Women were gaining their freedom, and Cosmo talked about things the rest of the world maybe didn’t. Female sexuality, career-oriented women, independent assertive women out for a good time, all over magazine racks.
But today, flipping through an issue of Cosmopolitan, I can only think that it was a start. The article in Cosmo, titled “How Cosmo changed the world,” says that even then, in the sixties, some “hard-core” feminists took issue with the magazine.
The focus on beauty and men didn’t sit well. “What they didn’t seem to realize was, Cosmo’s gentler brand of feminism was more realistic and palatable.”
First, a quick note: If you are a feminist, you are hardcore. If you’re not hardcore, you’re not a feminist. bell hooks, renowned feminist, defines feminism as “the movement to end sexism, sexist exploitation, and oppression.”
If you want equal pay to men, but you still shame other women for their sexual behaviour, their body, or the ways they do not conform to expected gender roles, you’re no feminist.
And Cosmo is not feminist, either.
Headlines: “The dirty little secret to looking hot at the gym”? How about “Five new ways you can lose weight”? or “Nine dating rules to get a guy”?
The issue is chock full of traditionally attractive models. It’s got almost every topic available to make women feel lousy – how am I supposed to put on that make-up, buy that dress, do that workout routine (it didn’t make my thighs firmer!) and then do those sex or relationship “moves” to secure a man? Will I be happier? Can I only love my own body if I do that?
There is such a focus on landing the man that I wonder if the whole point of trying the beauty tips and working out and having a successful career is for solely that purpose: meeting, screwing and marrying Mr. Right.
Cosmo encourages taking control of your own sexuality. Sure, there are career tips for the working girl, but that isn’t enough to be called a feminist in this day and age – even if it was 50 years ago.
Imagine a Cosmo for feminists. It would embrace sexuality just as much. But there would be honesty and genuine respect. It wouldn’t just be for straight women.
The empowerment would really be there, not just a weak shadow of it. There would be activism and encouragement for everyday women ploughing on through a sexist society. There would be career tips for women overlooked because of their gender, legal advice for women going through divorce, a focus on talented actresses and intelligent role models.
Because empowerment doesn’t mean the ability to perform bad girl sex for a man, or having tight cheeks, or knowing the secret of confident chicks.
It would be a magazine that any girl could—and should—read, virgin or experienced, single or married, straight, bi or lesbian. It would be a magazine that is focused on empowerment – real, tangible empowerment.
