Examination of muscularity and body fat depictions in magazines that target heterosexual and gay men

Previous content analyses of magazine images have typically examined within genres but failed to include comparisons between publications intended for various populations. The purpose of this study was to examine depictions of muscularity and thinness of male images in several widely distributed magazines that target male audiences from a variety of genres. Twenty-three magazine titles with the highest circulation rates that targeted heterosexual men, gay men, and general audiences were selected for image analyses. We found that magazines that target gay male audiences depicted images of men who were thinner in comparison to magazines targeting heterosexual men. Both gay and heterosexual magazines depicted male images with greater muscularity than magazines intended for general audiences. Differences in male image depictions in magazines may contribute to the promotion of an unattainable body ideal in some subgroups of gay culture.

► Examined muscularity and body fat in heterosexual, gay and general male magazines.
► Gay magazines depicted leaner images than heterosexual and general magazines.
► Gay and heterosexual magazines have more muscular images than general magazines.