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“A gender code is a culturally constructed belief system that dictates the appropriate roles and behavior for men and women in society. Though often justified on the basis of appeals to the ‘natural’ differences between the two sexes, gender codes usually reflect cultural values rather than natural facts.” (Sonia Maasik, Jack Solomon) By adapting to the behavior, roles, attitudes, and values of men in present society, Popular Science has largely become accepted as a magazine best suited for the male gender. A customer walks into a local magazine vender and sees a magazine titled, Popular Science, with its cover headings: “5,000 MPH, Inside The Project That Aims To Make A Mach 8 Airplane Fly,” “Hydrogen + By-Wire Now: The Driveable Version of GM’s ‘Skateboard’ Car,” and, “Lean Machine, Segway-Style Concept For A Wild Power Trike.” Caught by these headings, the customer takes a copy from the shelf and begins to dive into its pages of fascinating details covering today’s technological innovations.
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