Whether or not media reflect or instill particular values among their readers is a question of much debate. And, with the men's magazines, it doesn't just refer to sex and sexism.
The debate was aired in the context of some articles which last year saw FHM castigated by the Press Complaints Commission in Britain. The commission ruled that a supplement which featured articles on suicide was a "serious breach" of the code on intrusion into grief and the articles themselves were "gratuitously humorous".
The articles, which included a guide to suicide methods, were justified by the magazines editor, Anthony Noguera. "We have done more to persuade men to talk about their problems, both medical and psychological, than anybody," he said.
"We communicate with men in a language they understand. It may seem insensitive and irreverent to you, but it is by far the most effective way of getting the message across to our readers." The message, he said, was ultimately strongly anti-suicide.
Far from promoting a callous and disparaging attitude towards an extremely painful and sensitive issue, the magazine claimed to be dealing with it in the only way men could possibly relate.
However, the families of young men whose suicides were referred to were very distressed by the articles. Students' unions pulled the supplement, and while the Samaritans agreed that young men find emotional issues difficult to articulate, the organisation said the tone adopted by FHM could in fact have caused more damage than good.
Suicide is at the outer limits, but issues of physical and mental health feature consistently in men's magazines. In fact, there are titles not mentioned on this page that are exclusively devoted to men's health and fitness. FHM's "Hospital" section, a full eight pages, carries letters from readers, both male and female, expressing concern about everything from whether or not to trust your girlfriend to be faithful, to what to do about an growing urge to flash in public. It also includes an account of one man's journey from filthy lazy blob to neat and tidy new man, all thanks to a month's course with a "lifecoach".
That story is told with a certain amount of irreverence. But it does ultimately cut to the chase and refer to the emotional difficulty of addressing the loss of an ex, and moving on.
Maxim this month looks at haemorrhoids and bowel cancer. It has information on developments regarding the male pill, Internet addiction, even hypnosis. Its exercise guide is specifically aimed at couch potatoes (which on its own must tell us a bit about Maxim readers and their values). Routines include crushing empty beer cans - good for building those pecs, apparently.
Loaded's health section is headlined You Fat Bastard and consists of the hilarious story of (yet another) lazy git's relationship with the gym. GQ carries a whole page on prostrate cancer, addressing the fact that it is something of a taboo subject, "on a par with `women's problems' as something we would rather not think about".
While Esquire doesn't have a specific health section this issue, it includes advice on getting better looking hair.
It seems the readers of these magazines, while enjoying telly and beer, also worry about their bodies. They like their solutions delivered short and sweet and to the point, with a bit of wit thrown in where problems might be embarrassing.
While perhaps way off the mark at times, the magazines do seem to have a sense of the values of their readers, and give or take the odd bender or a night out of your face on nitrous oxide, promote relatively sane lifestyles.
