Rodni stereotipi u Cosmopolitanu i Kliku
Gender stereotypes in Cosmopolitan and Klik

Summary/Abstract: The aim of this paper was to explore the presence of gender stereotypes in male and female lifestyle magazines, here concretely were chosen Cosmopolitan as a magazine directed to female reading public and Klik as a magazine directed to male reading public. The intention was to explore the kinds of stereotypes and, with regard to social context, in which the texts of Cosmopolitan and Klik are made, answer the question how and why the gender stereotypes are created in the mentioned magazines. The authors tried to give contribution to understanding interdependence of gender stereotypization (in popular Croatian lifestyle magazines) and social and cultural circumstances in the Croatian society. Six issues of Cosmopolitan and Klik were quantitatively analyzed in the period from March to August 2010 and 393 articles were analyzed in total. The analyzed articles served as concrete examples of gender stereotypization in magazines and implicit stereotypes, which were impossible to reach by quantitative analysis, were highlighted in the paper. Despite the image of modern and liberal magazines which they promote, the analysis showed that stereotypes are present both in Cosmopolitan and Klik and they reflect sexist and traditional values to a large extent, which are presented in Cosmopolitan as modern views and perceptions of women and men, while in Klik they are justified by humor which increases adopting of the existing gender stereotypes.

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