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Men's magazines also known as lads' mags normalise ***ist humour, according to new research which refutes the idea that men perceive them as ironic or 'harmless fun'. The study was published in the journal Psychology of Men and Masculinities.Editors of men's magazines such as Zoo and FHM have long claimed that ***ist humour in their publications is harmless because male readers perceive it as ironic.In this study, selected participants took part in a sorting task which involved identifying which of a group of quotations had appeared in lads' mags and which had been used by convicted rapists. "But 'lad culture' and the normalisation of ***ism is still a major concern, particularly on university campuses and online," said Hegarty.

The research contributed to the decision to put lad's mags in black plastic wrappers on supermarket shelves in the UK."These latest studies demonstrate how a concrete source of social influence can shape the expression of a prejudice that is generally considered unacceptable in an egalitarian society. However, researchers, including those from the University of Surrey in the UK, have refuted that idea. A third study, conducted in the US, demonstrated that when shown evidence of the extreme hostility of content found in lad's HXM 630-II mags, young men de-legitimise these magazines.

Young men - particularly those who scored lower on ***ism measures - considered the jokes less hostile when taken in a lad's mag context (but not more ironic or funnier). Having failed to do this effectively - correctlyidentifying only half of the quotations - the men who had taken part in the sorting task viewed lads' mags as less legitimate.In the first study of 81 men in the UK aged between 18 and 50, participants were presented with ***ist jokes both in and out of a lads mag context. Using the same sorting task as the recent study, a seriesof studies in 2012 found that men could not distinguish between quotations from lad's mags and convicted rapists but they identified more with quotes from either source when they were said to have originated in lad's mags. "Sales of lad's mags have declined significantly in recent years, with several ceasing publication," said lead author Peter Hegarty, professor at the University of Surrey.A second study, of 423 men aged 18-30, aimed to identify the correlation between ***ism and lad's mag consumption.

The three studies built on earlier research led by the University of Surrey which helped ignite a public debate about the role lad's mags may play in 'normalising' ***ist attitudes. This showed that if a man displays ambivalent ***ism he is more likely to buy lads' mags than other men, but not more likely to indulge in other forms of direct ***ual consumption.The research contributed to the decision to put lad's mags in black plastic wrappers on supermarket shelves in the UK