Reading Between the Norms: Heteronormativity in Print Media
Cosmopolitan Magazine—a sculptor of perceptions, a painter of stereotypes, a perpetrator of heteronormativity.
The influence of mainstream publications tailored for a female audience, though subtle, is undeniably pervasive. With a monthly member readership averaging twelve million, publications such as Vogue and Cosmopolitan act as conduits that project and reinforce societal norms, contributing to cultural narratives on sexuality and gender (Saraceno & Tambling, 2013). In the seemingly progressive landscape of gender equality, mainstream magazines emerge as unsuspecting accomplices in perpetuating heteronormativity.
Heteronormativity dictates heterosexuality as the presumed sexual orientation — imposing rigid, binary perspectives on sexuality and gender. It demands strict conformity to masculine or feminine categories based on biological sex, thereby perpetuating power imbalances that favor men (van der Toorn, Pliskin, & Morgenroth, 2020).
Hidden within seemingly harmless advertisements and photography in print media are subtle biases that reinforce underlying ideologies and social structures. These ideologies are designed to uphold heteronormative beliefs. Magazines — often hailed as reflections of the dominant culture — convey images of prevailing societal value. The intentional positioning of models in magazine visuals, found in both advertisements and editorials, act as choreographed norms, quietly influencing viewers’ self-perceptions and shaping their expectations about the composition of society (Saraceno & Tambling, 2013).
Saraceno and Tambling’s study of Cosmopolitan uncovered a clear heteronormative bias within mainstream magazines. With three times as many images featuring mixed-gender groups and intentional de-intimatization of same-gender groups, magazines such as Cosmopolitan contribute to reinforcing traditional relationship and gender stereotypes. This bias not only mirrors but actively perpetuates sexual oppression, aligning with the cultural values that systematically favor heterosexuality. There is no mistaking the intentional focus on mix-gendered groups as an act of reinforcing heteronormativity.
The roots of heteronormativity go beyond just fixed ideas—they intertwine with cognitive processes such as availability and representative heuristic. These cognitive shortcuts are key in shaping individuals’ perceptions and acceptance of societal norms. The availability heuristic, for example, prompts individuals to estimate the prevalence of certain phenomena based on their recallability. Magazines strategically employ this cognitive mechanism by consistently featuring mixed-gendered groups in intimate scenarios, creating an illusion of commonality and fortifying heteronormative biases (Saraceno & Tambling, 2013).
Consider the images of conventionally attractive, mixed-gendered couples engaging in various romantic activities in media. The images predominantly depict heterosexual couples, conforming to societal stereotypes of romance and relationships. This intentional representation influences readers to subconsciously associate romance and intimacy primarily with heterosexual relationships (Saraceno & Tambling, 2013). The magazine's editorial choice aligns with the representative heuristic, as the overrepresentation of heterosexual couples creates a mental shortcut, leading readers to judge heterosexuality as the default and most prevalent form of romantic involvement. This pattern reinforces existing societal norms, contributing to the perpetuation of heteronormative ideals by subtly shaping readers' perceptions and expectations regarding romantic relationships.
System Justification Theory (SJT) becomes a crucial tool to further dissect attitudes toward sexual minorities and social norms. As SJT posits, individuals often justify and tolerate inequalities, actively endorsing stereotypes that enable the existence of hierarchy (Ferrari, Imperato, & Mancini, 2021). Research unpacking the relationship between system justification and homonegativity reveals an unsettling truth: individuals, including those within sexual minorities, may inadvertently endorse heteronormative views (Ferrari et. al, 2021).
"Seventy percent of the people who raised me, who loved me, who I trusted, believed that homosexuality was a sin, that homosexuals were heinous, subhuman, pedophiles. 70 percent! And by the time I identified as being gay, it was too late, I was already homophobic. And you do not get to just flip a switch on that,” says Australian entertainer Hannah Gadsby (van der Toorn et. al, 2020).
Is it fair to anticipate individuals grappling with internalized homophobia can easily discard deeply ingrained societal beliefs? Must queer individuals undertake the challenge of deprogramming their minds to feel comfortable in their own skin — and is such an expectation just? Given that the media reinforces these biases throughout their youth and adulthood, is it possible?
As these questions persist, it becomes clear that dismantling media heteronormativity goes beyond narrative reshaping. It involves fostering a wider culture that embraces diversity. It involves critiquing media representations and challenging ingrained biases. It involves advocating for a cultural shift that empowers individuals to embrace their identities, unhindered by societal expectations. Only then will we see liberation from the constraints of heteronormativity.