Dear Walmart, Pulling Cosmopolitan From Your Checkout Lines Has Nothing to Do With #MeToo
March 28, 2018 5:57 PM
by Michelle Ruiz
How not to please a modern, feminist, sex-positive woman in 2018? Ban Cosmopolitan from checkout lines at the nation’s largest retailer. The real world took another step toward its slow and sure conversion to The Handmaid’s Tale this week, as Walmart announced that it would no longer sell the women’s magazine famous for its saucy covers in checkout lines at its more than 5,000 stores across the country (it will remain, however, on newsstand racks within stores). Walmart is calling it a “business decision,” but it came after pressure from a conservative media watchdog group, the National Center on Sexual Exploitation (NCOSE), which had launched a campaign to pull Cosmo from checkout areas in an effort to make them more “family-friendly and sexploitation-free.”
“Families and individuals will no longer be automatically exposed to Cosmo’s hypersexualized and degrading article titles that regularly promote p*rn*gr*phy, sexting, BDSM, group sex, anal sex, and more, all while marketing toward young teens with Disney star cover models,” NCOSE rejoiced on its website.
Equally, if not more, troubling than Walmart censoring Cosmo, though, was NCOSE executive director Dawn Hawkins’s completely misguided invoking of #MeToo in her declaration of victory: “This is what real change looks like in our #MeToo culture,” she said in a statement. “NCOSE is proud to work with a major corporation like Walmart to combat sexually exploitative influences in our society.”
I’m embarrassed for Hawkins because she just broadcasted to the entire country that she is a woman who has no idea what #MeToo means. ICYMI: #MeToo is about unwanted sex and sexual attention, sexual assault, and harassment. While Cosmopolitan is a magazine and a brand best known for its sex tips (including my personal favorite, a suggestion to ring a donut on a guy’s penis)—it is all about consensual adult sex. Your sex life, your business, NCOSE, but in the pages of Cosmo and elsewhere in the real world, neither sexting nor BDSM are crimes among consenting adults. And in no way does the magazine market content about these topics to minors. (Cosmo is not a teen magazine—that’s what its sister publication Seventeen is for. But if teens are looking to Cosmo for sex ed, it’s probably because of the dearth of actual sex ed in the most conservative states.)
Especially in recent years, Cosmo has moved away from the well-trodden “how to please your man” angle and advocated more for women’s sexual pleasure (in addition to covering politics, health care, and the LGBT community). I know this firsthand: As a former sex and relationships editor at the magazine, I edited an in-depth, scientific (no, really) 12-page feature on the complexities of the female orgasm. Shielding women from reading about the healthy sex they want to have has absolutely nothing to do with #MeToo. In fact, pulling Cosmopolitan—a magazine by (mostly) women for women—only serves to further shame women for wanting to own their sex lives. And that, Ms. Hawkins, actually does contribute to the culture of blaming women that #MeToo is just now tearing down.
Walmart has covered up Cosmo before—in 2015—and, note to both the retail giant and NCOSE, you’re very likely only doing Cosmo a favor in giving it a jolt of free PR: Attempting to squash and silence the magazine only creates more intrigue around it. The theme of undermining and dismissing women’s magazines as useless fluff is nothing new, either. While it’s generally more than acceptable for men’s titles to mix lighter fare like steak grilling techniques with heftier interviews with U.S. generals, women’s magazines are frequently told to shut up and stick to fashion—I know this firsthand too, largely from the delightful one-follower Twitter trolls who “@” me on a daily basis. How interesting that Walmart and the NCOSE are clutching their proverbial pearls at Cosmo while saying nothing about the sexy stories and scantily clad women who regularly appear on and in men’s magazines. It’s almost as if men are taught to embrace and enjoy sex while women are shamed over it! I’m all for Esquire’s annual Sexiest Woman Alive feature and Men’s Health’s “Sex Positions for Couples With a Serious Height Difference” (subhead: “doggy-style for the win”), but Cosmo should be allowed to exist with the same freedom.