Use of Social Commentary to Engage Readers Beyond Entertainment
In 1984, "Zoo" was launched as an alternative lifestyle magazine for young adults in the United Kingdom. It covered pop culture, fashion, music, and youth-oriented topics but also included thoughtful articles about social issues such as racism, homophobia, and gender roles. Zoo's approach to delivering social commentary was innovative at the time because it used humor and irony to engage readers without sounding didactic or preachy. The magazine's editors recognized that they could not force readers to change their opinions, so they chose to use humor instead. By poking fun at societal norms and pointing out hypocrisies through satire, they hoped to create empathy and understanding among their readers. This allowed them to cover sensitive topics without alienating anyone.
The first issue of Zoo featured an article entitled "The Lonely Hearts Club," which looked at dating culture from the perspective of a man who had been dumped after trying too hard to please his girlfriend. In the story, the narrator describes how he felt compelled to buy her flowers, take her out to expensive restaurants, and even clean his apartment before she would come over. The piece ended with the line, "It's strange how much men have to do just to be noticed these days." The article was written in the form of a personal essay, making it relatable to many people who had experienced similar situations. The humorous tone and clever writing made the point without being preachy.
In another article, called "Are We Really That Stupid?", Zoo addressed the problem of sexism in advertising by mocking the way women were portrayed in ads for household products. The writer pointed out that many commercials showed women as idiots who needed help doing laundry, cooking, and childcare while men were shown as competent and capable professionals. The article used sarcasm to make its point and didn't dwell on statistics or facts but relied on a single image: a woman using a vacuum cleaner with a smile on her face while a man stared at her backside. By not taking itself too seriously, Zoo could address serious issues without coming across as sanctimonious.
Zoo also tackled homophobia head-on with an article titled "Let It Be Gay" that discussed discrimination against gay people in the military and politics. The piece did not attempt to persuade readers to change their views but instead presented them with facts and real stories about LGBTQ+ individuals facing discrimination in everyday life. One example was a story about a young man who had been kicked out of his parents' home because he came out as gay. Another was about a lesbian couple who had been denied a marriage license. The article ended with a call to action, urging readers to sign petitions and write to their representatives to support equal rights for all citizens.
The magazine often used social commentary to engage readers beyond entertainment by presenting ideas in a fun and relatable way. In one article, called "The New Rules," Zoo addressed gender roles in relationships and suggested that men should take on more responsibility around the house and be more involved in childrearing. The writer pointed out how women have always done most of the work in relationships but argued that this needs to change if men want to live happier lives. This approach made the message palatable and accessible to many people who might otherwise reject it outright.
Another article, "Boys Will Be Boys," explored the issue of male entitlement and privilege. The author pointed out that boys are taught from a young age that they can do whatever they want without consequences while girls must be careful not to upset or offend anyone. The piece encouraged readers to think critically about how we teach our sons and daughters differently and offered suggestions for changing this dynamic. By using humor and satire, the article didn't lecture readers but engaged them in a conversation about important issues.
Zoo's use of social commentary through humorous articles showed that serious topics could be discussed without being preachy or boring. By presenting complex issues in an approachable way, Zoo helped shape public opinion and create empathy among its readers. Its legacy continues today as a reminder that humor and irony can be powerful tools for creating change.