The Sciences

NCBI ROFL: Viva viva? Women's meanings associated with male nudity in a 1970s "for women" magazine.

DiscoblogBy ncbi roflJul 4, 2011 11:00 PM

Newsletter

Sign up for our email newsletter for the latest science news
 

"Little research has been conducted with regard to how women view male nudity. The purpose of this analysis was to present an historical case study of Viva, a 1970s women's magazine geared toward the presentation of male nudity. Implicit in Viva's editorial direction was the assumption that women's sexuality is socially constructed and, thus, modifiable but also homologous to men's sexuality. Using sexual scripting theory as a sensitizing concept, a content analysis of women's letters to the editor was conducted. Letters justified inclusion of male nudity on the basis of principles of fairness and equality with men. In addition, letters tried to demarcate boundary conditions for what constituted acceptable male nudity in terms of the presence of erection, size, shape, and coloring of the penis, and whether inclusion of the penis was contextualized by other physical traits such as body musculature. Despite an early effort to modify cultural scripts on the basis of a constructivist world view, it was found that, ultimately, Viva advocated an essentialist viewpoint that reified existing conceptualizations of female sexuality as both static and uninterested in the visual representation of sexually related material. This study explored whether Viva's essentialist final position may have reflected financial exigencies rather than ideologies."

Related content: Discoblog: NCBI ROFL: Great sexpectations.

Discoblog: NCBI ROFL: Would Spock be turned on by porn?

Discoblog: NCBI ROFL: Detection and management of pornography-seeking in an online clinical dermatology atlas.

WTF is NCBI ROFL? Read our FAQ

!

1 free article left
Want More? Get unlimited access for as low as $1.99/month
Already a subscriber? Log In or Register
1 free articleSubscribe
Want unlimited access?

Subscribe today and save 70%

Subscribe

Already a subscriber? Log In or Register
More From Discover
Recommendations From Our Store
Shop Now
Stay Curious
Join
Our List

Sign up for our weekly science updates.

 
Subscribe
To The Magazine

Save up to 70% off the cover price when you subscribe to Discover magazine.

Copyright © 2021 Kalmbach Media Co.