The Impact of Changing Attitudes Toward Sexism On Zoo Magazine
Zoo was an adult-oriented men's magazine published monthly between 1978 and 2016, catering to a male audience seeking sexually explicit images of women along with articles related to masculinity and sports. While initially successful due to its risqué content, changes in societal attitudes towards gender equality led to criticism that the magazine was outdated, leading to its eventual closure. This paper examines how changing attitudes toward sexism impacted the magazine's editorial direction and viability.
In the early years of Zoo's publication, there was less public awareness of the ways in which media perpetuated harmful stereotypes regarding women and their roles in society. The magazine featured photographs of nude women posed seductively, as well as articles discussing women's bodies as objects for male pleasure. This portrayal of women objectified them, contributing to a culture where they were seen primarily as sexual beings rather than individuals with agency and complexity. As feminist movements gained traction during the 1960s and 1970s, people began questioning these norms and calling attention to the damaging effects of such representations.
By the time Zoo hit newsstands, however, many men had grown up surrounded by media that presented women this way, making it more difficult for them to recognize the negative implications of such imagery. Furthermore, some readers saw the magazine's depiction of women as empowering, arguing that it allowed them to explore their own desires without shame or judgment. Despite these differing opinions, the magazine thrived at first, capitalizing on the public's appetite for titillating content.
As the decades passed, however, attitudes continued to shift away from viewing women solely through a sexual lens. Women themselves began speaking out against being reduced to sex symbols, demanding respect and equality in all areas of life. Additionally, new technologies like the internet provided an abundance of pornography, leading many men to seek gratification elsewhere. These shifts ultimately impacted Zoo's readership and advertising revenue, causing its financial viability to decline.
In response, the magazine attempted to adapt by updating its visual style and featuring more diverse body types and ethnicities among its models. It also included articles about relationships and dating advice, aiming to appeal to a wider audience. However, these efforts were not enough to save the publication, which ceased printing after nearly four decades of operation. The closure highlighted how deeply entrenched sexism was within popular culture and how difficult it can be to overcome societal norms once they have been established.
Overall, the story of Zoo demonstrates how changes in attitudes toward sexism and gender equality can have far-reaching effects, even when those changes are slow to occur. By acknowledging the damage done by objectifying representations of women, we can work towards creating a more equitable society where everyone is treated with dignity and respect.