Lecture 15: Men's Representation in Magazines

Question 1

What major shift occurred in Western countries regarding identity?

Answer 1

Redefinition of the anthropological model.

Question 2

What challenged the anthropocentric view?

Answer 2

Crisis of the anthropocentric model, rise of anti-speciesist theories.

Question 3

How has gender identity changed?

Answer 3

Shift from binarism to a spectrum.

Question 4

How has sexual orientation changed?

Answer 4

Move from binary to new categories.

Question 5

What is the “crisis of masculinity”?

Answer 5

Decline of the male breadwinner role.

Question 6

What caused the crisis of masculinity?

Answer 6

Work changes, feminism, sexual minority rights, shift to consumption-focused society.

Question 7

What new identity role have men taken on?

Answer 7

Men as consumers, even in “feminine” areas.

Question 8

What are examples of early 2000s male consumption?

Answer 8

Gyms $4.5B, beauty products $3B, hair transplants $1B, surgery $507M.

Question 9

What did media do to private life?

Answer 9

Staged the backstage, made private scenes public.

Question 10

What has media done to bodies?

Answer 10

Objectified male and female bodies.

Question 11

How do masculine and feminine bodies appear in media?

Answer 11

They resemble and merge.

Question 12

What rise relates to new male identity?

Answer 12

Success of men’s lifestyle magazines.

Question 13

What two hegemonic male models emerged in the 1980s?

Answer 13

The new man and the new lad.

Question 14

Who is the “new man”?

Answer 14

A caring, emotional man, influenced by feminist criticisms.

Question 15

What defines the new man’s sexuality?

Answer 15

Uncertain, vaguely in crisis.

Question 16

What is the commercial focus of the new man?

Answer 16

Narcissism, body care, fashion.

Question 17

Who is the target of new man magazines?

Answer 17

Wealthy metropolitan consumers.

Question 18

What does the “new lad” model represent?

Answer 18

Reaction against feminism; traditional masculinity.

Question 19

What is the archetype of the new lad?

Answer 19

Working class macho, heterosexual man.

Question 20

What kind of magazines target the new lad?

Answer 20

Fitness and lifestyle periodicals.

Question 21

Who is the new lad’s target audience?

Answer 21

Middle classes.

Question 22

What do the new man and new lad share?

Answer 22

Both are commercial enterprises and mediated masculinities.

Question 23

What are common topics in men’s magazines?

Answer 23

Health, sex, career, adventure, advice, style.

Question 24

What topic dominates men’s magazines?

Answer 24

Health and physical well-being.

Question 25

Who scrutinizes the male body?

Answer 25

“Healthy entrepreneurs” like dieticians and cosmetologists.

Question 26

What creates a line between readers and experts?

Answer 26

Use of phrases like “Our Experts”.

Question 27

What transition defines the male body now?

Answer 27

From producer to consumer.

Question 28

What kind of health regime is promoted?

Answer 28

Do-it-yourself health.

Question 29

What rhetorical style promotes self-improvement?

Answer 29

Rhetoric of speed.

Question 30

Why is speed emphasized in magazine advice?

Answer 30

Seen as desirable for performance and stress relief.

Question 31

What does the use of numbers signify in magazines?

Answer 31

Objectivity and concreteness.

Question 32

What role does sport play in masculinity?

Answer 32

It is fundamental in its social construction.

Question 33

Which terms are common in this sport context?

Answer 33

“Gym” and “workout”.

Question 34

What does Deborah Lupton say about health discourse?

Answer 34

It stresses individual responsibility to avoid illness.

Question 35

What is the underlying idea in health discourse?

Answer 35

People who get sick “went looking for the disease.”

Question 36

How are older men portrayed in magazines?

Answer 36

Rarely; when shown, they are healthy, happy, or powerful.

Question 37

What do ads encourage regarding aging?

Answer 37

Consumer behavior to delay aging and maintain masculinity.