Masculinity As A Construction Of Identity

priapicness As A Construction Of IdentityThis thesis seeks to investigate the sagaciousness of male personness as a construction of indistinguishability. This teach explores developing identities, and how this whitethorn relate to wider constructions of maleness in the media, with position reference to lifestyle times aimed at man big businessman.MethodologiesThis Study focuses on For Him magazine known now as FHM, sensation of the leading workforces magazines that is published in 27 countries.The systemology that bequeath be apply to carry out this study entrust be a message analysis.Through a content analysis, 6 issues of FHM in from the long time 2005 through to 2010 will be projectd, in order to examine if in that location has been any shifts in the passage of workforce or what is meant by the stipulation masculinity.Bibliography from year twainBenwell Bethan, (2003) Masculinity and custodys lifestyle magazines chapter 6 Published by Wiley-Blackwell)Bign ell, Jonathan (1997), Media Semiotics, an introduction. Manchester Manchester University PressEdwards Tim, (2006) Cultures of Masculinity hands masculinity and feminism, chapter 1 (Routledge)Jackson Peter, Stevenson Nick, stomach Kate (2001) making sense of handss magazines chapter four (Wiley-Blackwell).Galician Mary-Lou, L. Merskin Debra (2007) Critical thinking about kindle, recognize and romance in mass media media chapter three (Routledge)Gaunlett David, (2002) Media, sexual urge, and individuation an introduction, handss magazines and recent male identities chapter eight (Routledge)Gunter Barrie (2002) Media sex what atomic number 18 the issues? chapter 6 (Published by Lawrence Erlbaum Associates)Itzin Catherine, Newman Janet (1995) grammatical sex activity, culture and organizational change putting theory into practice chapter fourteen (Routledge)Litosseliti Lia, Sunderland Jane (2002) Gender, Identity and converse analysis. (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 represent and constructed in billet the pages of FHM (UK) magazine of the modern male identicalness. Through a content analysis of the branding of masculinity in the UKs leading mans magazine, the study explores the trends and the characterisation of manpower skillful excessively the types of point of intersections publicize in workforces magazines. It will examine the rationale of FHM in constructing the portrayals of men and masculinity and the role that FHM plays in constitution attitudes about masculinity.The central search scruple is Exactly what ideas does FHM generate or convey about masculinity? More specific all(prenominal)(prenominal)y, in the magazines construction of masculinity, what is accentuate and what is ignored?Considering grammatical gender and sexuality to explore and address the convention al meanss and attitudes that are standardisedly to be reinforced to its readers.The first chapter of this thesis demonstrates a dilate depiction of the UKs FHM position and role in the mens lifestyle magazine foodstuff, from its extraction from For Him Magazine through its incredible development to its coeval brand expansions. It withal discusses FHMs influence on the mens magazine market as well as on broader indus examine concerns related to the young male market, situationly advertising. Essentially, this chapter offers a rationale for why FHM is an important site for investigation.Chapter 1The mens magazine market is a moderately clean phenomenon. Mens magazines to twenty-four hour terminus allow become sites of significant inquiry that offer alternative views on the facsimile of the modern man. Men have purchased and read magazines in the past, though previously, the experimental condition mens magazine referred to publications unified virtually masculine theme s to knowing to busy men, much(prenominal) as cars, fishing, DIY and pornography. However, as sociologist Tim Edwards (1997) notes, It is, to put it simply, that they werent called mens magazines and this is what constitutes the key difference the self-conscious targeting of men as consumers of magazines designed to interest men if not necessarily to be about men (p.72, emphasis in the original). Since contemporary mens magazines are introduce in the deck out of a smart lifestyle genre, they are considered mens lifestyle titles as fence to simply mens interest magazines (Edwards, 2006).1 The growth of the mens magazine market in the UK, which precept an invasion of lifestyle titles in the 1980s, commencing with the launch of Arena in 1986.The centralizeThe aim of this study is to investigate and analyse the different representations of masculinity in the modern day 21st century. The endeavour of this is to answer the research question, which is has the commentary of mascul inity and or the portrayal of men changed everyplace time, in incident in print advertisements in mens lifestyle magazine FHM (For Him Magazine). Although this may levelheaded like a touristy research case study, really fine academic research has been per changeed in the field of mens magazines and even less(prenominal) on the construction and representation of masculinity. This study therefore aims to firstly, classify the term masculinity, to cogitate a definition, of what is means to be a men?, which is often use to ascribed to males in todays hostel. This study will also explore sex roles and ordinary stereotypes that men are regularly being labelled with. This study will set ahead examine if the oddballistic that what once associated with tralatitious masculinity is anxious(p) out, or if there is much than(prenominal) than star masculine identity. Thirdly, this study will examine the presentation of male images and products in advertising exploring the appear trends of mens images where the predominately effeminate person female-orientated markets of proboscis 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 congress to individual performances of identity than it does in terms of any measurement of gender or sexuality, a notion which is often disregarded in two popular and academic discourses about gender identity.Chapter 1 Introduction everywhere the last few decades the role of men in British alliance has changed considerably. traditional notions of masculine images, such as males being the sole breadwinner or declare oneselfr has come under attack, undermining traditional images of the masculine identity. Males have also faced a changing Image in advertising. Traditionally, females were the ones that have been associated with sex in advertising, but today males are also being used to connote or imply sexual situations in advertisements. Modern day advertisements feature provocative images of men and women in reveal outfits and postures selling a shape of products, some of which have no association with sex. There has excessively been an join on in product advertisements in mens magazine, most popular out of these is beauty and accessions. Suggesting that men today, have developed a conscious self-awareness of the management they look. Men in are victorious great pride in their appearance, replacing beer or health supplements and abs tonners. Men now have a keen eye for fashion, and indulge in grooming/beauty products- this identity has today been coined as metrosexual. Adapting the characteristics of men, this impertinent man has blurred the unambiguousio n of masculinity. Traditional masculinity referred to heterosexual men, interesting in extreme sports, cars and DIY. This request 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, unmoistu musterd, unreflexive, immediate masculinity. However, this term has become widely used in the unify States media and in the advertising industry in the late 1990s, referring to straight men who posses effeminate traits and bring off about fashion, grooming, cleaning and using beauty products (Mereditch and Wells 2003). However, very little academic research exists on the meaning of metrosexuality for masculinity. This study examines modern masculinity and metrosexua lity of men in the 21st century mens lifestyle magazines, at bottom the UK, drawing take officular attention FHM.However, there are limited studies on masculinity and mens images (Windholz, 1999/2000 gates 2001 Tincknell and Chambers, 2002). 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 closely related to each other, this study aims to explore both issues within mens lifestyle magazines.Chapter 2 Definitions of MasculinityWhilst, we have determine the main attributes that can be convocationed 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 description suggests that masculinity exists only in a cultural context, as something that stems from traditions, codes and in partic ular expectations harshly held by society. Similarly, Mosses definition of masculinity as the right smart men assert what they believe to be their manhood (19963) insinuates that masculinity is widely still as a way of behaving in accordance with ones sex-defined characteristics, any 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) defines manhood as the approved way of being an adult as the approved way of being an adult male in any given society. inwardly 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 danger (1990 223).Berger, Wallis and Watson (1995) states that masculinity, the stooping pendant to more critically investigated femininity, is a vexed term, variously inflected, work out defined, not limited to straightforward descriptions of maleness. Masculinity 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 political theory of masculinity represents ideals of strength, toughness, coolness, attractiveness, heterosexuality and whiteness (OShaughnessy 2003). However, these ideals are very difficult for men to attain in reality. With the increased attention given to mens bodies and the resurgence of their vision with the media, men nowadays pay more attention to the media and work to make better their physical appearance (Wienke, 1998 Shilling, 1993). These 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 many identities, so what makes a man? A closer investigation is presented next.Chapter 3 Gender and MasculinityIn general, the characteristics associated with men are grouped under the term traditional masculinity by many writers. Three of its main character traits are strength, command and ambition- all useful in getting ahead, and more often than not viewed in a positive light. Even the less positive attributes associated with traditional masculinity such as competitiveness, aggression and possession maintain an air of respectability in that they remain symptomatic of power and control rather than weakness. Theorists in the field of gender studies have seek 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 concept is free to much greater debate than sex, and it is clear that masculinity, as one cyclorama of gender identity, can t ake on an entire range of electric potential meanings. Mort observes that we are not dealing with masculinity, but with a series of masculinities (1988 195 his emphasis). As well as recognizing that class, race and sexual orientation, and several other factors 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 cl primeval not a homogenous monolithic identity possessed by all men in all contexts (19943).Byne suggests that, as human beings, we are motivated to take a crap an identity for ourselves that allows us to make sense of our position in the apparent homo. In order to be understandable, this must accord with the already existing conventions, as we perceive them no matter how we seek to position ourselves in sexual relation to these, we still accept that they exist. Conversely, men must strive to meet an s uper demanding stereotype of the male role as provider, achiever and conqueror- a project that is, in its self unattainable, and which causes men much self-doubt and anguish. This, Kaufman conclude, also inspires business concern for it means not being a man, which means, in a society confusing gender and sex, not being a malelosing power and ungluing basic building blocks of our personalities (p.149) Together, these two behaviours are more destructive than either on its own, combining to both cause the problem and make it unworkable to escape from.Chapter 4 Masculinity in the United Kingdom British MenAccording to Benynon (2002), there are three ideal versions of contemporary masculinities in the United Kingdom.The old man is relatively uninterested in fashion, is married and holding down a regular job, and remains sanely sexist and homophobic in outlook.The new man is narcissistic, progressive and unsure in his sexuality, yuppie- influenced and generally anti-sexist. When he first emerged he was viewed variously as the same as the same old wolf, but in actor clothing, a revolutionary in his relations with women and his willingness to display the emotional side of his nature, and a marketing opportwholey, for new visual codes.The new lad is en garde about fashion, ambivalent in his attitude towards women (he has pornographic notions of them rather than kin with them) and he believes life should be one huge alcoholic and dose induced festival. (Beynon, 2002, p.118)Among 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-authored by Andrew Parker of Warwick University and Ellis Cashmore of Staffordshire University, highlights how Bec kham success repletey combines a mixture of traditional and modern values to create an inspirational healthy role model. The study praises Beckhams different public personae including the national ambassador, rapacious competitor, loving husband, doting father, fashion model and gay icon. This study further concludes that Beckhams massive popularity could influence young males, encourage greater tolerance and acceptation 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 areas 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 compounding of new man (nurturer and compassionate partner), new lad (football legend, fashionable father, open consumer) and old man(loyal dedicated, bread- winning) (Cambell, 2003).Chapter 5 Gender Representation in Advertising inquiry has revealed t hat advertising does not exist in a vacuum but instead is very much interrelated with the existing social relationships within society (Duffy, 1994).Goldman (1992) suggested that we tend to take for granted the deep social assumptions embedded within advertisements as we are so used to the quantity of advertisements more or less 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 embracement a consumption culture that is part of an economic and social founding 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 chiefly about contentment and pleasure, but there are broad complications beyond the realm of capacityment and pleasure. One of the most important 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 original routine forms for communicating gender identity (Leiss, Kline Jhally, 1990, p. 215). 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 fate for an advertisements effectiveness, and the meanings encoded in the images are persuasive cultural symbols for societal behaviour. The earliest 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 visualised as more self-g overning than women. They were visualized in different occupations in parity to women who were usually shown as housewives, cleani ng, cooking and caring for children. Specific products such as Alcohol and cigarettes were most frequently represent by men, objet dart women were mostly depicted 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.In 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 however of their bodies, but of their lifestyles, consumption preferences and emotional needs. Men are gradually 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 repres entation in popular culture where male bodies are depicted in an idealized and erotized manner (Moore 1988 Simpson, 1994). Furthermore, in the consumer markets around the world-the predominantly female-oriented market like cosmetics, personal grooming and even body enhancements are attracting seeing more male consumers. Through a content analysis of advertisements over sixer 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 AdvertisingFejes (1992) notable that Skelly Lundstrom (1981) conducted a study on print advertisements analysing a perfect 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 storied that Lysonskis study (1985) showed 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 discovered that specific stereotypical representations of masculinity still remained after 50 years. What is fascinating, though, is her mite 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 adver tisers are adjusting to the changing attitude of consumers and exploiting it.Marian Salzman, manager of Strategic Content, JWT Worldwide, in her new book, The Future of Men (2003), interestingly, notices an important hurly burly 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 want their manliness back, and they are tired of taking their behavioural and fashion cues from their female companions and from mens magazines. exactly this may not be true, as Kelton Research discovered in his research which was performed on 600 men, found that men can now be classified 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 reality is, nearly 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 store to barter for a grooming related product (Wellikoff, 2006).Chapter 7 The Macho The Metrosexual lee side (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 barber let out and they are turning to other form of cleanser as scoop is too harsh on their skin. More men are departure 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 assign as the man who is changing male behaviour is classified as the ultimate metrosexual. A few years ago, concern over clog and diet regimes was strictly womens issue and having a pot belly was accepted for a man. But now, it is completely acceptable for men to watch their exercising 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 becoming 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 irrespective of what people might consider these things unmanly. This new breed of man does equalize the traditional male role.ABC news reported that Leo 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 seventy pct of them said that advertising is out of touch with mens reality. Reports seem to indicate there is a new form of manliness emerging t hat is both macho and sexual at the same time. Stephen Perrine, editor in chief of topper Life magazine in the United States, mentioned on ABC news, The new manliness is about being competent and of value. Its less of men spirit into their own navels. He also listed actors like Huge Jackman and Brad Pitt as the role models for this new manliness (ABC news, 2006).Research QuestionsAdvertising is an incorporated 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 parallel 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 taking place in societ y 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 various 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 quantifiable 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 sampling 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 systematically coded by placing them in pre-defined categories.Category of dressing DescriptionD emure dress Everyday, daily clothing,including walking shorts andsports outfits.Suggestive dress Excluding evening gowns, whichexpose cleavage. miniskirt skirts, short shorts,muscle shirts, hiked skirts thatexpose thighsPartially clad Models in washup suits, wearingundergarments and three-quarterlength or shorter lingerie.close- up shots of models bareshoulders. Models in cryptographexcept a towel.Nudity Unclothed Models,including translucent lingerie/undergarments and silhouettes. goal of Contact DescriptionNo contact Positioned side by side. nontouching.Tame contact Holding hands. Hands on shouldersor around waist.Intimate contact Kissing.Very intimate contact Depiction and suggestion ofsexual behaviour.Category of Race DescriptionCaucasian of European or North American OriginOthers Races that does not fit into the above family or race can not be established.Category of product DescriptionClothing all(prenominal) cosmetics, skin care, hair care, oralcare products.Beauty Clothin g manufactures, departmentstores and fashion housesTransport every last(predicate) cars, motorcycles and airlines.Technology-related All electrical products, cameras,phones and websites.Food-and food related All food and equipment, drinks,health- supplements, cooking oils,cutleries and utensils. accoutrement All watches, sunglasses, jewellery,footwear and bags.Tourism- related All holiday packages and hotels.Other All products that do not fit in the abovecategories.Category of Content DescriptionFamily man Fatherly role depicted with wife andChildren. spate be seen wearing aWedding band.Working man word-painting an occupational role,e.g. at work.Mans man/ Engaging in conservative mens unequivocal man activities. Drinking beer, smoking,football etc. Can be portrayed asovercoming physical challenges e.g.mountain climbing.Carefree man Portrayed with ungoverned laughter andenjoying the moment with a woman ora group of friends.The gentleman Alone or in the company with just onewoman. Playboy Depicted in the company with one ormore women. Women are shown to beobjects of desire.