On his terms: representations of sexuality in women's magazines and the implications for negotiating safe sex

Research on sexual content in women's magazines has identified dominant ideologies that promote sexual role stereotypes and privilege masculinity. We extend this analysis in a thematic analysis to examine representations of sex in two best selling Australian women's magazines and to examine how such ideologies may reduce women's abilities to negotiate safe sex. One main theme - hetero monogamy - and six subsidiary themes emerged. Being in a monogamous heterosexual relationship was presented as essential for every woman's happiness, with sex as the means for achieving and maintaining this state. Five subsidiary themes, labelled gender differences, great sex, reaching orgasm, appearance and single women, reinforced the message that, for women, sex was work and required instruction. The final theme, sexual health, revealed an alarming absence of information on negotiating safe sex, apart from referring to it as an 'awkward conversation', whereas unprotected sex was a sign of trust and commitment. Throughout the themes, there was a lack of recognition of women's sexual desires and sexual agency. We argue that these discourses have serious implications for women's sexual health.