Playgirl and its competitors strategically embraced some of the tenets and language of the women's movement while generally refusing to support the movement as a whole. This project argues that sex magazines for women offered an evolving narrative of sexual liberation that was intrinsically wedded to, and in constant conversation with, the women's movement. Through the marketing of male centerfolds for women, women were asked to consider their sexual appetites for men's bodies as equivalent to those of heterosexual men for women's bodies. Publications such as Playgirl, Viva, and Foxylady reveal essential differences between sex magazines for men and those for women, particularly how each type of publication addressed its readers through editorial content as well as advertising and marketing. culture: sex magazines for women and woman-authored underground comics. This dissertation considers how heterosexual women's sexual pleasure was negotiated in the popular and underground press in the 1970s, focusing particularly on two virtually unexamined parts of U.S.
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