Changing Masculinities: Discourse Analysis of Masculinity Patterns

ISBN-13: 9783639100280 / Angielski / Miękka / 2008 / 92 str.

Iryna Bagramyan

Opis

The present thesis analyzes masculinities which are constructed through the images of men in the advertisements of such mens lifestyle magazines in Ukraine as EGO, XXL, and Mens Health. The current author hypothesizes that macho notion of masculinity is eroding while metrosexual masculinity pattern is becoming prevalent in the chosen set of mens lifestyle magazines in Ukraine. The current analysis sub­stantiates the fact of women being the audience of mens lifestyle magazines, which, as the author argues, influences the set of commodities advertised and the compositions of the advertisements, including the way men are visually represented. The research de­monstrates that it is through certain commodities that particular notion of masculinity is constructed. Heterosexuality becomes contestable through the advertisements of perfumes, which are presumed to be consumed by metrosexual men exclusively, while the advertisements of vodka, cars and watches are aimed at macho men.

O autorze

Iryna Bagramyan has a Master's Degree in Advertising and Media.
She has worked in Advertising business before she became
interested in Gender issues. Iryna received her degree in Gender
Studies from Central European University in 2008. This book is
her MA thesis. Currently, Iryna resides at Kyiv working
for non-for-profit organization.