Uk Lifestyle Magazines And The Representation Of Masculinity Media Essay

Uk life-style Magazines And The Representation Of Masculinity Media EssayThis thesis travel toks to enquire the to a lower placestanding of maleness as a verbal expression of identity. This hold explores ontogenesis identities, and how this whitethorn re modern to wider constructions of maleness in the media, with particular reference to modus vivendi mags aimed at troopspower.MethodologiesThis Study focuses on For Him Magazine k right offn now as FHM, one(a) of the leading work forces cartridge holder publishers that is published in 27 countries.The methodology that entrust be used to carry off this case depart be a content analysis.Through a content analysis, 6 issues of FHM in from the eld 2005 through to 2010 exclusivelyow be run acrossd, in order to examine if there has been any shifts in the portrait of workforce or what is meant by the enclosure masculinity.Bibliography from form twoBen substantially Bethan, (2003) Masculinity and handss life -style magazines chapter 6 agree by Wiley-Blackwell)Bignell, Jonathan (1997), Media Semiotics, an introduction. Manchester Manchester University PressEdwards Tim, (2006) Cultures of Masculinity men masculinity and feminism, chapter 1 (R come inledge)capital of Mississippi Peter, Stevenson Nick, Brooks Kate (2001) making finger impression of mens magazines chapter four (Wiley-Blackwell).Galician Mary-Lou, L. Merskin Debra (2007) Critical thinking well-nigh waken, love and ro homoce in mass media media chapter triad (Routledge)Gaunlett David, (2002) Media, sexual urge, and identity an introduction, Mens magazines and upstart male identities chapter eight (Routledge)Gunter Barrie (2002) Media sex what be the issues? chapter 6 (Published by Lawrence Erlbaum Associates)Itzin Catherine, Newman Janet (1995) Gender, gloss and organizational change putting theory into practice chapter fourteen (Routledge)Litosseliti Lia, Sunderland Jane (2002) Gender, identity and discourse analy sis. (John Benjamins Publishing Company)The Construction of the Male Identity in the UK Mens Lifestyle Magazine FHM(DRAFT) INTRODUCTION THESIS OUTLINEThis thesis seeks to explore how masculinity is represented and constructed within the pages of FHM (UK) magazine of the modernistic male identity. Through a content analysis of the trademarking of masculinity in the UKs leading mans magazine, the examine explores the trends and the word-painting of men but a standardised the types of products advertise in mens magazines. It will examine the rationale of FHM in constructing the portrayals of men and masculinity and the usage that FHM plays in shaping attitudes virtually masculinity.The central investigate question is Exactly what ideas does FHM pass or convey well-nigh masculinity? more than than particularisedally, in the magazines construction of masculinity, what is emphasised and what is ignored?Considering gender and sexuality to explore and ad go under the stereotypi c deputations and attitudes that argon likely to be reinforced to its readers.The foremost chapter of this thesis demonstrates a detailed depiction of the UKs FHM position and role in the mens lifestyle magazine trade, from its inception from For Him Magazine through its incredible development to its contemporary brand expansions. It to a fault discusses FHMs influence on the mens magazine market as well as on large-mindeder industry concerns related to the young male market, peculiarly advertising. Essentially, this chapter offers a rationale for why FHM is an fundamental site for investigation.Chapter 1The mens magazine market is a moderately saucy phenomenon. Mens magazines today see extend sites of significant inquiry that offer alternative views on the representation of the modern man. Men apply purchased and read magazines in the past, though previously, the margin mens magazine referred to publications structured around masculine themes to designed to interest men , much(prenominal) as cars, fishing, DIY and pornography. How constantly, as sociologist Tim Edwards (1997) nones, It is, to put it simply, that they werent called mens magazines and this is what constitutes the key difference the self- intended targeting of men as consumers of magazines designed to interest men if not necessarily to be approximately men (p.72, emphasis in the original). Since contemporary mens magazines atomic number 18 embedded in the rise of a new lifestyle genre, they ar considered mens lifestyle titles as opposed to simply mens interest magazines (Edwards, 2006).1 The increment of the mens magazine market in the UK, which saw an invasion of lifestyle titles in the 1980s, commencing with the launch of Arena in 1986.The FocusThe aim of this line of business is to investigate and analyse the unalike representations of masculinity in the modern day 21st century. The endeavour of this is to answer the seek question, which is has the explanation of masculin ity and or the portrayal of men changed everywhere time, in particular in print advertisements in mens lifestyle magazine FHM (For Him Magazine). Although this may sound like a normal research case chew over, genuinely little academic research has been performed in the field of mens magazines and even little on the construction and representation of masculinity. This athletic field therefore aims to firstly, classify the term masculinity, to conclude a definition, of what is means to be a men?, which is often time used to ascribed to males in todays ships company. This report will also explore sex roles and common stereotypes that men are regularly creation labelled with. This study will further examine if the characteristic that what once associated with traditional masculinity is dying out, or if there is more than one masculine identity. Thirdly, this study will examine the presentation of male images and products in advertising exploring the emerging trends of mens i mages where the pre runly effeminate female-orientated markets of body enhancements, cosmetics, and personal grooming products are being aimed at male consumers.Through a context analysis, this study addresses male images in advertisements in For Him Magazine (FHM) from 2005 to 2010. Examining the changing trends in the portrayal of men and the types of products advertised in mens magazines. Furthermore, this study will argue, that masculinity makes more sense in relation to individual performances of identity than it does in terms of any step of gender or sexuality, a notion which is often disregarded in some(prenominal) popular and academic discourses about gender identity.Chapter 1 entrance personal mannerOver the last few decades the role of men in British society has changed considerably. Traditional notions of masculine images, such as males being the sole breadwinner or provider has come under attack, undermining traditional images of the masculine identity. Males read y also faced a changing Image in advertising. Traditionally, females were the ones that stick out been associated with sex in advertising, but today males are also being used to connote or imply sexual situations in advertisements. fresh day advertisements feature provocative images of men and women in reveal outfits and postures selling a grade of products, most of which feed no association with sex. there has too been an increase in product advertisements in mens magazine, most popular out of these is beaut and accessions. Suggesting that men today, have demonstrable a conscious self-awareness of the focusing they look. Men in are taking great pride in their appearing, replacing beer or health supplements and abs tonners. Men now have a keen eye for dash, and indulge in grooming/beauty products- this identity has today been coined as metrosexual. Adapting the characteristics of men, this new man has blurred the specialization of masculinity. Traditional masculinity refe rred to heterosexual men, interesting in extreme sports, cars and DIY. This pass the question is the term masculinity (means to be macho) changing? Or is there more then one masculine identity?Metrosexuality was first developed by Mark Simpson in his book Male Impersonators. According to Simpson (2003), metrosexuality is a new, narcissistic, self-conscious kind of masculinity produced by film, advertising, and glossy magazines to replace traditional repressed, unmoisturised, unreflexive, unmediated masculinity.1However, this term has become wide used in the join States media and in the advertising industry in the late 1990s, referring to straight men who posses feminine traits and care about fashion, grooming, cleaning and using beauty products (Mereditch and come up 2003).2However, precise little academic research follows on the meaning of metrosexuality for masculinity. This study examines modern masculinity and metrosexuality of men in the 21st century mens lifestyle magazi nes, within the UK, drawing particular attention FHM.However, there are contain studies on masculinity and mens images (Windholz, 1999/2000 gates 2001 Tincknell and Chambers, 2002)3. Although media across the globe are widely discussing the newly emerged phenomenon- metrosexuality- there is almost no academic research on this phenomenon. Since metrosexuality and masculinity are so about related to each former(a), this study aims to explore both issues within mens lifestyle magazines.Chapter 2 Definitions of MasculinityWhilst, we have identified the of import attributes that can be grouped under the term traditional masculinity, we still do not have an recognized definition of what masculinity itself might be. Craig contests that masculinity is what a culture expects of its men (19923). This explanation suggests that masculinity exists only in a cultural context, as well-nighthing that stems from traditions, codes and in particular expectations commonly held by society. Similarl y, Mosses definition of masculinity as the government agency men assert what they believe to be their man (19963)4insinuates that masculinity is widely understood as a way of behaving in accordance with ones sex- putd characteristics, every as a manifestation of ones sexual identity, or by the way of a responsibility towards the general order provided by understanding of gender. Gilmore (1990 1)5defines manhood as the ratified way of being an adult as the approved way of being an adult male in any disposed society. Within the cultures, where value is attracted to a notion of manhood, Gilmore further claims that there is three particular criterias that are repeatedly associated with the masculine role, firstly, to impregnate women and secondly, to protect dependents from hazard (1990 223).Berger, Wallis and Watson (1995) states that masculinity, the asymmetrical pendant to more critically investigated femininity, is a vexed term, diversely inflected, multiply defined, not limit ed to straight onwards descriptions of maleness.6Masculinity takes a variety of forms for men and it differs according to sexuality, race, class and age. It is noticed the society and media hold very distinct stereotypes towards different ethnic and race groups. For Caucasians, the most common dominate ideology of masculinity represents patterns of strength, toughness, coolness, attractiveness, heterosexuality and whiteness (OShaughnessy 2003).7However, these ideals are very backbreaking for men to attain in reality. With the increased attention given to mens bodies and the revivification of their imagery with the media, men nowadays pay more attention to the media and melt down to improve their physical appearance (Wienke, 1998 Shilling, 1993).8These effects are further pushed forward with the new ideal metrosexual, which simply suggests that men who possess feminine traits are ideal. As men are now facing so some(prenominal) identities, so what makes a man? A closer investig ation is presented next.Chapter 3 Gender and MasculinityIn general, the characteristics associated with men are grouped under the term traditional masculinity by many writers.9Three of its main character traits are strength, command and ambition- all useful in acquire ahead, and more often than not viewed in a positive light. tear down the less positive attributes associated with traditional masculinity such as competitiveness, invasion and stubbornness maintain an air of respectability in that they remain diagnostic of power and control sooner than weakness. Theorists in the field of gender studies have sought to understand how these masculine traits came to be associated with the male role first and foremost, and why they continue to permeate society and popular discourse as common sense notions of gender roles.Consequently, gender as a sentiment is open to much greater debate than sex, and it is clear that masculinity, as one aspect of gender identity, can take on an entire orbital cavity of potential meanings. Mort observes that we are not dealing with masculinity, but with a series of masculinities (1988 195 his emphasis).10As well as recognizing that class, race and sexual orientation, and several other incidentors all enter the equation at the level of identity, the term masculinities refers to the fact that no two peoples performance of so-called masculine characteristics will ever be exactly the same. As Horrocks states, there is clearly not a homogenous monolithic identity possessed by all men in all contexts (19943).11Byne suggests that, as human beings, we are motivated to crap an identity for ourselves that allows us to make sense of our position in the ostensible world. In order to be understandable, this must accord with the already vivacious conventions, as we perceive them no matter how we seek to position ourselves in relation to these, we still accept that they exist. Conversely, men must strive to go through an extremely demand ing stereotype of the male role as provider, achiever and conqueror- a task that is, in its self unattainable, and which causes men much self-doubt and anguish. This, Kaufman conclude, also inspires fear for it means not being a man, which means, in a society confusing gender and sex, not being a malelosing power and ungluing sanctioned building blocks of our personalities (p.149)12Together, these two behaviours are more annihilative than either on its own, combining to both cause the problem and make it impossible to escape from.Chapter 4 Masculinity in the United region British MenAccording to Benynon (2002), there are three ideal versions of contemporary masculinities in the United Kingdom.The old man is relatively bored in fashion, is married and holding down a regular job, and stiff somewhat sexist and homophobic in outlook.The new man is narcissistic, imperfect and ambivalent in his sexuality, yuppie- influenced and generally anti-sexist. When he first emerged he was vi ewed diversely as the same as the same old wolf, but in designer clothing, a revolutionary in his relations with women and his willingness to display the excited side of his nature, and a marketing probability, for new visual codes.The new swearword is defensive about fashion, ambivalent in his attitude towards women (he has pornographic notions of them rather than relationship with them) and he believes life should be one huge downpour and drug induced festival. (Beynon, 2002, p.118)13Among the above three ideals, the new man seems to be the most popular ideal in the United Kingdom. These ideals can be illustrated by the most influential British celebrity football player, David Beckham. David Beckham defines a new trend of men in the United Kingdom. In a recent study reported in The Observer (Campbell 2003), One David Beckham Celebrity, and the Soccerati, co- sourceed by Andrew Parker of Warwick University and Ellis Cashmore of Staffordshire University, highlights how Beckham successfully combines a mixture of traditional and modern values to relieve oneself an inspirational healthy role model. The study praises Beckhams different public personae including the bailiwick ambassador, aggressive competitor, loving husband, doting father, fashion model and gay icon. This study further concludes that Beckhams massive popularity could influence young males, encourage greater security deposit and acceptance of a new concept of masculinity. As suggested by the author of the study, Beckham has helped create a complex new concept of masculinity by defying expectations in eye sockets such as what clothes men should wear or how men should style their hair. Indeed, Beckham fits all of the contemporary masculinity ideals he is a combination of new man (nurturer and compassionate partner), new lad (football legend, cutting-edge father, conspicuous consumer) and old man(loyal dedicated, bread- winning) (Cambell, 2003).14Chapter 5 Gender Representation in adResear ch has revealed that advertising does not exist in a inanity but instead is very much interrelated with the existing affable relationships within society (Duffy, 1994).15Goldman (1992)16suggested that we tend to take for granted the deep brotherly assumptions embedded within advertisements as we are so used to the quantity of advertisements around us and the routine ways in which we read them. More importantly, we do not see or recognise advertising as a sphere of ideology. In a consumer society, advertising acts as a magnet, luring individuals into embracing a consumption culture that is part of an economic and social institution that helps to perpetuate what Goldman called the supremacy of commodity relations. Interactions between individuals are now greatly being defined by the material possession of commodities.The consumer society is primarily about contentment and pleasure, but there are broad complications beyond the realm of Contentment and pleasure. One of the most imp ortant implications is the area of gender identity. Sex-role stereotype, like any other stereotype, allows us to make sense of the world that we live in. Gender, of course, is one of the most important forms of systematised behaviour in all societies, and every culture has accepted routine forms for communicating gender identity (Leiss, Kline Jhally, 1990, p. 215)17. Our everyday environment is articulated mostly by what we see in the media and the task of advertising is crucial. The target audiences self-identification with the gender images is a basic requirement for an advertisements effectiveness, and the meanings encoded in the images are persuasive cultural symbols for societal behaviour. The early research into the portrayal of men in sex roles in advertisements was carried out in the 1970s by many researchers and drew many conclusions men were portrayed as more self-governing than women. They were portrayed in different occupations in comparison to women who were usually s hown as housewives, cleaning, cooking and caring for children. particular(prenominal) products such as Alcohol and cigarettes were most frequently portrayed by men, while women were mostly show in advertisements for household products (Dominick Rauch, 1972 Schneider Schneider, 1979 McArthur Resko, 1975 Courtney Whipple, 1974). According to Fejes (1992), the results from these researchers carried out in the early 1970s, did not fluctuate much from those conducted in the late 70s and early 80s.18In the last few decades, the role of men in the UK has changed considerably there has been an increasing visibility of the male body in the media and popular culture. Men are getting increased exposure not just of their bodies, but of their lifestyles, consumption preferences and emotional needs. Men are step by step gaining on women in the display of their bodies on billboards, fashion photography and magazines. Moreover, it is not just the number of images of men that has increased it is the emergence of a new representation in popular culture where male bodies are depicted in an idealized and erotized manner (Moore 1988 Simpson, 1994).19Furthermore, in the consumer markets around the world-the predominantly female-oriented market like cosmetics, personal grooming and even body enhancements are attracting beholding more male consumers. Through a content analysis of advertisements over six years in a magazine for men, this paper studies the trends in the representation of images, products and sexual portrayal of men.Chapter 6 Men in announceFejes (1992) noted that Skelly Lundstrom (1981)20conducted a study on print advertisements analysing a substance of 660 magazine ads from 1959, 1969 and 1979 to establish whether there was any change in the portrayal of men in print advertisements over the two decades. They found that there was a small and gradual movement towards more non-sexist portrayal of men. Fejes (1992) also noted that Lysonskis study (1985)21showed similar results. Kervin (1990) too carried out a research study on the ads, focussing particularly on Esquire magazine. He examined whether the representation of men and the definition of masculinity had changed or remained over time.The study closely examined at ads from Esquire magazine for 50 years from the 1930s to the 1980s, and detect that specific stereotypical representations of masculinity still remained after 50 years. What is fascinating, though, is her suggestion that these stereotypes exist because they complete certain needs and concerns of the men in society relating to their sense of powerlessness as individuals. She suggested that these stereotypes may be there to offer some form of compensation, in the form of admiration from others and possession of products for the men to define themselves adequately in society. She also discovered other new constructions of masculinity emerging over the years. The form of the male body is beginning to be portrayed as an erotic spectacle, suggesting that advertisers are adjusting to the changing attitude of consumers and exploiting it.Marian Salzman, Director of Strategic Content, JWT Worldwide, in her new book, The Future of Men (2003), interestingly, notices an important gap of the young male demographic that marketers and advertisers often fail to notice. Salzman, who conversed about the rise of the metrosexuals in 2003, deems the days of the metrosexual are numbered as men urgency their manliness back, and they are tired of taking their behavioural and fashion cues from their female companions and from mens magazines.22But this may not be true, as Kelton Research discovered in his research which was performed on 600 men, found that men can now be class into men who value their personal style and appearance without sacrificing their masculinity, and ubersexual men who care about their appearance from head to toe.Moreover, men may try to act laid-back when it comes to personal maintenance, but the real ity is, approximately two out of three surveyed not only own a variety of grooming products, but use them again and again. More importantly, about 98% of these products- men have no qualms about strolling into a shop class to buy a grooming related product (Wellikoff, 2006)23.Chapter 7 The macho The MetrosexualLee (2003) noted that men of all sexualities are taking a wider interest in their appearance. Hairdresser is where they go for a haircut instead of the groom shop and they are turning to other form of cleanser as soap is too harsh on their skin. More men are going to the gym instead of engaging in outdoor activities such as sports and some of them are even indecisive when it comes to choosing something to wear. These men are called the metrosexual and David Beckham who has been credited as the man who is changing male behaviour is classified as the ultimate metrosexual. A few years ago, concern over weight and diet regimes was strictly womens issue and having a pot tummy was accepted for a man. But now, it is completely acceptable for men to overhear their weight too and follow diet plans. This new breed of man blurs gender lines. In the Future Man(Salzman, 2003) concludes that British men are get metrosexuals who have embraced customs and attitudes once deemed by women.Salzman further connotes that men today are confident in their masculinity and in their sense of self. In addition, they look and feel good and are knowledgeable about fashion and accessories regardless of what people might consider these things unmanly.24This new breed of man does oppose the traditional male role. rudiment news reported that king of beasts Burnett, a Chicago advertising firm, conducted a global study of masculinity in 2005 and half of the men in their sample say that their role in society is unclear than in previous decades. More than cardinal percent of them said that advertising is out of touch with mens reality.25Reports seem to point there is a new form of manliness emerging that is both macho and sexual at the same time. Stephen Perrine, editor in forefront of Best Life magazine in the United States, mentioned on ABC news, The new manliness is about being competent and of value. Its less of men looking into their own navels. He also listed actors like Huge Jackman and fasten Pitt as the role models for this new manliness (ABC news, 2006).26Research QuestionsAdvertising is an combine part of any economy in the world. And where there is rapid growth and changes in the economic profile of a society, there is a fit increase in consumption patterns. This study aims to examine the portrayal of men in advertising as the emerging trends indicate that the predominantly female-oriented markets like cosmetics, body enhancements and personal grooming, are being directed at more male consumers. By studying the changes taking place in the portrayal of gender roles in advertising, it would allow us to get an insight into the changes that are ta king place in society at given times and trends over periods of time.RQ1 What are the changes in the images (as per the categories) of men in FHM Magazine from 1998 to 2005?RQ2 What is the classified level of dressing (as per the categories) of the male models in FHM magazines used for the non-homogeneous categories of pictures?RQ3 What are the differences in the race of male models in FHM magazines in the categories of photographs/illustrations?RQ4 What are the differences in the types of products advertised in FHM magazines from 2000 to 2010?RQ5 What is the classified level of dressing (as per the categories) of the male models for the various categories of products?RQ6 Has the portrayal of men in Print advertisements changed in any way over the last six years?MethodologyFor the purpose of this study a content analysis was chosen and deemed appropriate as it will provide an overview on the coverage and frequency of use of male models in the advertisements selected. This quantitat ive research method is also useful for evaluating empirically the changing trends in society, while allowing us to summarize results and report findings in accurate, quantitative manner. The unit of analysis enables replication of the study over periods of time, thus providing an opportunity for comparison and review.Sampling Selection and Sample SizeSix years (72 issues) of FHM magazine, from the United Kingdom were selected for this study. These magazines were published over a six year period from 2005 through to 2010. Through a systematic random consume method of these 72 issues, one was selected from each year making it a total of 6 issues in the sample size. The unit of analysis is all full and half page advertisements or posters that have male or female models. Those advertisements without any models were excluded from the categorization.Categorization SystemThe advertisements and posters from each year were consistently coded by placing them in pre-defined categories.Categor y of dressing DescriptionDemure dress Everyday, casual clothing,including walking shorts andsports outfits.Suggestive dress Excluding evening gowns, which better cleavage.Mini skirts, short shorts,muscle shirts, hiked skirts thatexpose thighsPartially clad Models in bathing suits, wearingundergarments and three-quarterlength or shorter lingerie.close- up shots of models bareshoulders. Models in nothingexcept a towel.Nudity Unclothed Models,including translucent lingerie/undergarments and silhouettes.Extent of Contact DescriptionNo contact Positioned side by side. Nottouching.Tame contact