It is evident that magazines
for young men do include stereotypical images of both men and women. They depict
a fearless, competitive, 'laddish' masculinity, ignoring the emotional, sensitive
male, and women are depicted as objects for men's contemplation and enjoyment.
But it should be remembered that Stereotypes can be seen as an unavoidable part
of mass media representation. Further these magazines are merely trying to entertain
the reader, they are not seriously on a crusade to return to a pre-feminist ideal,
or to harm anyone in an attempt to provide entertainment. Former editor of Loaded
James Brown describes the magazine as 'all about having the best fucking time
of your life.'  Further, the inclusion of sexist material and stereotypical
images are enjoyable to the reader but are not likely to change their attitudes
towards society. The readers have the power to reject such material and are able
to make their own, individual meanings from the messages within men's magazines.
Therefore, men's magazines can be seen merely as entertainment for, and an escape
for, the heterosexual male.