Changing Masculinities: Discourse Analysis of Masculinity Patterns

The present thesis analyzes masculinities which are
constructed through the images of
men in the advertisements of such men s lifestyle
magazines in Ukraine as EGO, XXL, and
Men s Health.
The current author hypothesizes that macho notion
of masculinity is eroding while
metrosexual masculinity pattern is becoming
prevalent in the chosen set of men s lifestyle
magazines in Ukraine.
The current analysis substantiates the fact of women
being the audience of men s
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 .

Autorentext
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.

Klappentext
The present thesis analyzes masculinities which are constructed through the images of men in the advertisements of such men's lifestyle magazines in Ukraine as EGO, XXL, and Men's Health. The current author hypothesizes that 'macho' notion of masculinity is eroding while metrosexual masculinity pattern is becoming prevalent in the chosen set of men's lifestyle magazines in Ukraine. The current analysis substantiates the fact of women being the audience of men's 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'.