Sexuality and Culture

, Volume 7, Issue 3, pp 98–119 | Cite as

“Master your Johnson”: Sexual rhetoric in Maxim and Stuff magazines

  • Nicole R. Krassas
  • Joan M. Blauwkamp
  • Peggy Wesselink


This article reports the results of a content analysis of sexual rhetoric in editorial photographs (N=994) in 2001 issues of Maxim and Stuff magazines. Goffman’s (1979) classifications of gender in advertisements were used to examine how this new generation of “lad” magazines uses images to provide readers with cues about sexuality and sexual practice. The findings reveal that both magazines construct sexuality in similar ways. However, as expected, the overall message about sexuality in the photos is different for men than for women. Women are more likely than men to be portrayed as sex objects, such as the common practice of photographing them in contorting or demeaning positions. Both magazines also depict white people as sexier than other races and assume heterosexuality.


Sexual Object Advertising Research Popular Magazine Magazine Advertisement Role Portrayal 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer 2004

Authors and Affiliations

  • Nicole R. Krassas
    • 1
  • Joan M. Blauwkamp
    • 2
  • Peggy Wesselink
    • 3
  1. 1.Department of Political ScienceEastern Connecticut State UniversityWillimantic
  2. 2.University of Nebraska at KearneyKearneyUSA
  3. 3.Potsdam College SUNYUSA

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