- layout creates a a strong brand identity
- emphasis on loosing weight quickly / enjoyably / effortlessly
- regular ' what women want' sell line ( or is it how to get her to give you what you want? )
- banner strap-line dedicated to role models
- advice about beating your rage
- tips about muscle foods
- 'warning' sell lines which (possibly) provoke anxiety about the future: winter/ your holiday
similarities in the magazines;
conquering/ fighting something
dealing with stress
role model 'banner sell'
easy weight loss
dangerous food
giving sexual satisfaction
anexiety- promoting sell line
masculine words e.g lean, strong
The representation of masculinity on the front cover is the embodiment of the desires/ aspirations/goals conveyed by the sell lines. his gaze directly looking at the reading in an act of interpellation (getting the attention of).
- Mens health is famously made the male torso and particularly the six pac the defining feature of masculinity.
- this representation sees being a man in terms of traditional values associated with masculinity; e.g power. Use of fighting words (in relation to fat) and dodging things like flu
- references to hangovers, sex, pizza, beer bellies, and rage reinforce this tradition version of masculinities. A lot of sport, traditionally football ( but broader now ) establishes this picture of manhood and is often mediated by role models e.g David Beckham.
- Exotic cars, money and images of beautiful women also fit into this representation
- BUT is mens health a 'lads mag'? dressed up to look like something else because of its readership and without naked women on the front?
- MH claims to be about 'total body fitness' , meaning mind as well as body; e.g headers that refer to mental health, articles that instuct readers on building wealth/ getting rich strategies, inform readers about 'male grooming'.
David Gauntlett;
Argues against the notion of mens lifestyle magazines representing a re-assertion of old fashioned masculine values, or a backlash against feminism e.g 'lad culture' against feminism.
Overview;
- supports the idea that identities are fluid and found magazines offer readers an opportunity to 'pick' and 'mix' from the magazines advice.
- media messages in the form of role models e.g David Beckham. directing men in constructing identities and lifestyles
- identities are fluid, and personal change is both possible and necessary too.
mens magazines & modern male identities
Considers the idea of manhood conveyed by mens lifestyle magazines, and whether these magazines are:
- simply mainstream vehicles for old fashioned attitudes
- soft porn pleasures
- offering new models of male identity to modern men
Gauntlett on mens health;
- across all means lifestyles magazines he studied, it is the only one which regularly features semi-naked men, instead of semi- naked girls on the cover
- the one which most closely parallels women lifestyle magazines
Similarities include;
- emphasis on the body and appearance e.g fitness, diets, weight loss
- psychological strand including advice on positive thinking, improving self- esteem, and using mental techniques for success
- how to keep passion alive in a relationship and sex advice
Gautlett's sumative overview of mens health;
- mens health is largely though of as an informative health and fitness magazine for men, but actually provides a clever 'masculine' packaging of everything women's magazines are meant to be about e.g looks, sex, diet, relationships
- as we know the mens health ideal mean after reading should be; supremely fit, good in bed, knowledgeable but above all is everybody's 'ideal'. makes an assumption the every woman would be impressed by these traits
context of study;
- acknowledges the growth of mens magazines as a cultural phenomenon worthy of serious consideration with regards to telling us something about men and masculinity today (remember importance of acknowledging past, present and future) e.g race is a thing of the present, as some races have become more 'socially acceptable'.
- Future - more cultural acceptance in tv e.g peter dinklage (game of thrones) is a dwarf but has featured on the cover of other magazines e.g rolling stone.
mens magazines & modern male identities
Considers the idea of manhood conveyed by mens lifestyle magazines, and whether these magazines are:
- simply mainstream vehicles for old fashioned attitudes
- soft porn pleasures
- offering new models of male identity to modern men
Gauntlett on mens health;
- across all means lifestyles magazines he studied, it is the only one which regularly features semi-naked men, instead of semi- naked girls on the cover
- the one which most closely parallels women lifestyle magazines
Similarities include;
- emphasis on the body and appearance e.g fitness, diets, weight loss
- psychological strand including advice on positive thinking, improving self- esteem, and using mental techniques for success
- how to keep passion alive in a relationship and sex advice
Gautlett's sumative overview of mens health;
- mens health is largely though of as an informative health and fitness magazine for men, but actually provides a clever 'masculine' packaging of everything women's magazines are meant to be about e.g looks, sex, diet, relationships
- as we know the mens health ideal mean after reading should be; supremely fit, good in bed, knowledgeable but above all is everybody's 'ideal'. makes an assumption the every woman would be impressed by these traits
context of study;
- acknowledges the growth of mens magazines as a cultural phenomenon worthy of serious consideration with regards to telling us something about men and masculinity today (remember importance of acknowledging past, present and future) e.g race is a thing of the present, as some races have become more 'socially acceptable'.
- Future - more cultural acceptance in tv e.g peter dinklage (game of thrones) is a dwarf but has featured on the cover of other magazines e.g rolling stone.
- suggest men's magazines show men to insecure and confused in the modern word and seek help and reassurance.
Mode of address;
- 'laddish' tone used as a defensive shield: writers will anticipate that many may reject serious articles on relationships, advice on sex, health and cooking, and so they present their pieces with humour, irony and 'ladishness'
- 'before FHM, conventional wisdom had it that women read magazines form a introspective (reflective reading) point of view, seeking help and advice for, and about themselves. Men on the other hand, read magazines about things like sport, travel, science, business and cars. but FHM realised that men will red magazines about themselves if you give them the information in the right context; irreverent, humorous,, and never taking its self too seriously. the articles in FHM, although they are highly informative, are written in a tongue in cheek the fashion is accessible, the advice is humorous and empathetic'
- objectification of women on the front cover, aimed to 'lure' in men. being 'laddish' in the sense of physically attractive women on the front of the cover.
Research on Users;
- focus group interviews confirm men like to feel they are flicking through the magazines and not taking themselves too seriously, citing themselves as different to women, who they believe, take the magazine advice seriously. Men preferred to suggest they take the magazines lightly and with little commitment.
- men may be likely not to take it seriously as they might not want to admit to themselves that they need this help , e.g sex advice.
- may be more willing to admit that they read mens health as it applies more to the actual individual as a health adviser.
Mode of address and uses;
- Gauntlett suggests that the use of the , humour, irony and laddishness is perhaps a requirement - men's magazine could leave out the coverage of sex advice and relationships but don't, so it could be concluded that users do want articles on these things but do not want others to think they do and don't want to think themselves that they want them.
- for example, sex advice, it might be something that they want advice on but they wouldn't come out openly and ask for it. probably more likely to bring it up i a more humorous/ laddish tone, providing a protective barrier for themselves so they can get this advice.
- todays magazines for men are all about the social construction of masculinity that is, if you like the subject matter, in the past men didn't need lifestyle magazines because it was obvious what a 'man' was (e.g business, cars, sport) and what a man should do (e.g builder, miner, labourer). it is only in the modern day, that we are more aware of the man choices available and are also of the feminist critique of tradtioal masculinity, the fact that gender roles can and do change, that men have started to need magazines about how to be a man today.
- With this in mind, Mens Health and others emphasise the need to choose the lifestyle and construct themselves.
- Gauntlett suggests that nothing is fixed, and mens health recognises that the readers may use the text to recognise that readers may use the text to help them answer the question 'what can i do/ be next?'
Summative findings;
- men insecurely trying to find their place in the world and seeking help on how to behave and relationships
-they can reassure yet at the seem time cause anxiety (particularly regarding ideals.)
- most importantly that identities are not given but are constructed and negotiated
Mens Health role models are constructed to be:
- muscular
- ambitious
- reflective and self aware
- appear down to earth
- be admired by other men
- have a soft, sensitive, very human side
- be people with natural talent who have worked hard to get to where they are
- fulfil many roles (actor, footballer, comedian, intelligent)
- have heroes themselves
Mode of address;
- 'laddish' tone used as a defensive shield: writers will anticipate that many may reject serious articles on relationships, advice on sex, health and cooking, and so they present their pieces with humour, irony and 'ladishness'
- 'before FHM, conventional wisdom had it that women read magazines form a introspective (reflective reading) point of view, seeking help and advice for, and about themselves. Men on the other hand, read magazines about things like sport, travel, science, business and cars. but FHM realised that men will red magazines about themselves if you give them the information in the right context; irreverent, humorous,, and never taking its self too seriously. the articles in FHM, although they are highly informative, are written in a tongue in cheek the fashion is accessible, the advice is humorous and empathetic'
- objectification of women on the front cover, aimed to 'lure' in men. being 'laddish' in the sense of physically attractive women on the front of the cover.
Research on Users;
- focus group interviews confirm men like to feel they are flicking through the magazines and not taking themselves too seriously, citing themselves as different to women, who they believe, take the magazine advice seriously. Men preferred to suggest they take the magazines lightly and with little commitment.
- men may be likely not to take it seriously as they might not want to admit to themselves that they need this help , e.g sex advice.
- may be more willing to admit that they read mens health as it applies more to the actual individual as a health adviser.
Mode of address and uses;
- Gauntlett suggests that the use of the , humour, irony and laddishness is perhaps a requirement - men's magazine could leave out the coverage of sex advice and relationships but don't, so it could be concluded that users do want articles on these things but do not want others to think they do and don't want to think themselves that they want them.
- for example, sex advice, it might be something that they want advice on but they wouldn't come out openly and ask for it. probably more likely to bring it up i a more humorous/ laddish tone, providing a protective barrier for themselves so they can get this advice.
- todays magazines for men are all about the social construction of masculinity that is, if you like the subject matter, in the past men didn't need lifestyle magazines because it was obvious what a 'man' was (e.g business, cars, sport) and what a man should do (e.g builder, miner, labourer). it is only in the modern day, that we are more aware of the man choices available and are also of the feminist critique of tradtioal masculinity, the fact that gender roles can and do change, that men have started to need magazines about how to be a man today.
- With this in mind, Mens Health and others emphasise the need to choose the lifestyle and construct themselves.
- Gauntlett suggests that nothing is fixed, and mens health recognises that the readers may use the text to recognise that readers may use the text to help them answer the question 'what can i do/ be next?'
Summative findings;
- men insecurely trying to find their place in the world and seeking help on how to behave and relationships
-they can reassure yet at the seem time cause anxiety (particularly regarding ideals.)
- most importantly that identities are not given but are constructed and negotiated
Mens Health role models are constructed to be:
- muscular
- ambitious
- reflective and self aware
- appear down to earth
- be admired by other men
- have a soft, sensitive, very human side
- be people with natural talent who have worked hard to get to where they are
- fulfil many roles (actor, footballer, comedian, intelligent)
- have heroes themselves
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