Saniya Ghanoui and David Linton
How peculiar are the sexual politics of Cosmopolitan magazine?!?! We previously noted the editorial avoidance of menstrual sex, but let’s take a look at their most recent ride on the menstrual cycle.
On one hand, Cosmo aspires to liberate women from sexual repression into a world of ever better orgasms and perpetual youth and beauty. On the other hand, it ceaselessly stokes anxiety and insecurity with its constant twin emphasis on pleasing “him” and urging the purchase of the latest Big Thing. Occasionally, in an effort to demonstrate concern for women’s health there appears a reference to some aspect of the menstrual cycle.
The most recent example occurs in the June 2012 issue whose cover, under a hot photo of the rock star Pink, announces that inside you can learn, “Why your Period Makes You Cra-a-zy”. Off the bat, the cover recirculates the tired notion that the period is responsible for some kind of transformation, turning a woman into a crazy person. The use of an extra “a” emphasizes the word in a way that enhances its meaning, thus the period causes almost an abnormal form of craziness. There’s also a lovely irony to this cover. Pink is dressed in a vibrant solid-red dress that counters her pale skin and hair. She pulls up one side of outfit as she claws her dress and her expression is meant to show a “tough girl” side to her personality. It’s as if the cover alludes to notions of craziness, as caused by the period, via the image of Pink.
The article does seem to contain practical advice for those who experience some level of discomfort prior to getting their period. The five suggestions include topics such as diet, exercise, orgasms, coffee, and laughter. Unfortunately, embedded in the nuggets of advice one finds relentless reinforcements of age-old prejudices, stereotypes, and negative perspectives. Even the opening page, which sets up the piece, is titled “Beat the PMS Brain Haze” and shows a woman whose head is slightly out of focus and fading into a cloud. In case you miss the point, a sentence beside her head states, “It’s hard to function when your head is in the clouds”. In larger type under the title the message is reinforced, “It’s when you feel so foggy, you can barely choose between a lemon and a lime for your diet soda”.
The next two pages of suggestions comprise a litany of ways to cope with the “annoying symptom”, “hormonal cloud”, “haze”, and “PMS coma” that leave women “easily overwhelmed, stressed out, forgetful and indecisive”, Women are told to “cancel everything that’s optional”, “snack on yummy oatmeal” to “make up for the PMS brain drain”, “ask your guy to rub your back”, and have “a dose of caffeine”.
What is obvious about the article and the tips that are meant to keep women “sane”, insinuating that one may be insane while PMSing, is the way in which each bit of advice is meant to fix some frustrating characteristic that is either caused or heightened by PMS. Thus, the message is that women have an extra hindrance they must overcome in order to have a peaceful week leading up to their period. In order to solve the problem Cosmo advises some simple changes, such as having a cup of coffee, to more radical ones like changing or canceling items on your schedule. What the latter puts forward is the idea that PMS is such a hindrance that one must change one’s weekly agenda in order to function normally. While it is true that some may have discomfort during PMS and desire extra time to relax, to completely cancel or modify a weekly schedule suggests a level of wealth or leisure that is in the realm of fantasy.
Despite the appearance that the article is simply a pleasant set of suggestions, it turns out that the three pages are actually a lead into a fourth page on the right side so the connection can’t be missed, consisting of the latest ad for Tampax Radiant tampons. In design and placement the ad blends perfectly with the article so as to flow, as it were, directly from the pre-menstrual days into the period itself with Tampax waiting there to fill the need.
There has been a lot written in recent years about the blurring of lines between editorial content and advertising but the only blurring in this case is the unintentional design of the first page of the piece which is purposely shot out of focus to visually illustrate how women must feel as their hormones debilitate them.
Furthermore, the ad purposely counters all the frustrations exhibited in the previous three pages. The ad promotes the “invisible” period, thanks to this specific tampon, that has “leakguard technology” and a “discreet resealable wrapper.” All of these characteristics are meant to ease irritations associated with the period. And why wouldn’t a woman want to have her aggravations eliminated, especially after reading three pages of problems associated with PMS? It seems the message is that since there isn’t a menstrual product (outside of drugs) that can ease PMS, at least the period can be eased by this tampon.