Gender and sexuality in three late-1980s Greek lifestyle magazines: Playboy, Status and Click

Abstract

Abstract This article examines the representational politics of gender and sexuality in Playboy, Status and Click, three Greek lifestyle magazines of the late 1980s. Despite differences in representation, politics, impact and audience demographics, these magazines’ politics towards gender and sexuality shared noticeable similarities. Challenging the view that lifestyle magazines one-dimensionally advocated patriarchy, the article argues that their positioning towards gender and sexuality varied. It combined the reproduction of patriarchal stereotypes targeting to the objectification of (mainly) female bodies with challenging and often productive views on gender roles. These magazines often dealt with (mainly male) homosexuality through a liberal viewpoint, opening a space for the empowerment and visibility of gay audiences. Finally, in a period of growing fears about HIV/AIDS, these magazines provided valuable information about the epidemic to their readers.