Investigating hegemonic masculinity: Portrayals of masculinity in men's lifestyle magazines

Abstract

A content analysis of eight different men's lifestyle magazines sold in Canada between November 2004 and August 2006 was conducted to explore how masculinities are currently being portrayed in regards to the body, aesthetics and grooming, and fashion. Findings suggest that different men's magazines represent different forms of masculinity but elements of hegemonic masculinity (culturally normative ideals of masculinity within a structure of social relations where some men are subordinated) are woven throughout. Although the marketed look varies by the magazine, these magazines not only convey the message that appearance can be manipulated-but it should also be enhanced, and that men should engage in bodywork in order to attain the lifestyle they desire. © 2010 Springer Science+Business Media, LLC.