This paper aims to study if men’s fashion magazines reflect any changes to men’s roles in contemporary society, and if yes, how do they reflect them and what changes are these. In order to achieve this, an image from a men’s fashion magazine will be used. The image will be analysed from the point of view of the consumer, male audience, and demonstrate how men perceive the meanings of the image, if they are influenced by the information they are exposed to and how they have used such information to construct or express their identities. Starting with the study, very brief particulars will be given regarding the concepts of fashion, fashion magazines and advertising through them and how the conception of men’s fashion magazines has changed over the course of time. Then the image in question will be analysed, using theories of fashion and different references to relevant texts in order to reach the paper’s aim. Fashion has an extremely important role in everyday life in modern society. Fashion is more than clothing, it has to do with a variety of things such as hairstyles, accessories, make up, furniture, vehicles, colours and more (Kratz and Reimer 1998). According to Kratz and Reimer (1998, p.193) “fashion can be seen as a form of collective behaviour”, is a social process in which people use to show and to construct an identity. Since we are continuously forming our identity, fashion can play an important role in this process. In contrast to women’s fashion magazines, men’s magazines of ‘general interest’, including fashion magazines, is a relatively new expansion market (Jackson et al 1999). Until recently, magazines for men were either focused on nudity and explicit images, such as Playboy or Penthouse or with a specific focu... ... middle of paper ... ...at men are not changing their attitudes and the form of masculinity in response to magazines but the fact is that this publishing material is a response to the already changing attitudes of the male public. In this paper we studied and confirmed that men’s fashion magazines reflect changes in attitudes to men’s roles in contemporary society. The magazines provide a public forum for new ways of thinking about masculinity. In addition it can be said that the magazines have played am essential role in moving the talk about masculinity into a more public scene, and as a result helped men to deal with a lot of issues that bothered them (Jackson et al, 1999). A study like this does, significantly open up the issue regarding the relationship between masculinity and consumer culture, and the relatively new concept of men as consumers could be a continuation of this essay.
Before men’s magazines became a part of popular culture, this realm was dedicated to the female consumer, but in 1933 Esquire set out to change that stereotype. Kenon Breazeale’s purpose in writing ‘In Spire of Women’ is to make people understand that men’s magazines, specifically Esquire, promote a sexualized image of women solely for a man’s satisfaction. In doing so, Brezeale argues that Esquire contributed to the growth of the male consumer by making women an object of the male fetish that serves as only an annoyance to society. Breazeale is able to argue that Esquire is a rejection to the power of femininity by explaining how Esquire adapts to a consumer-based culture where it emphasizes the difference between masculinity and femininity and focuses on pin-ups of women.
In the 1997 article Listening to Khakis, published in the New Yorker, Malcolm Gladwell effectively paints a vivid picture of the thought and science that goes into advertising campaigns. Gladwell begins his paper by focusing on the Dockers’ advertising campaign for their line of adult male khaki pants, which he labels as extremely successful. This campaign was the first line of successful fashion advertisements aimed directly toward adult males (Gladwell, 1997). This campaign was cunningly simple and showed only males wearing the pants being advertised with the background noise filled with men having a casual conversation (Gladwell, 1997). This tactic was used because studies showed that Dockers’ target market felt an absence in adult male friendships. (Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997).
Mosse, L George. The Image of Man: The Creation of Modern Masculinity. New York: Macmillan publishers, 1996.
Much of society’s perception of women today, according to Kenon Breazeale in the piece, “In Spite of Women: Esquire Magazine and the Construction of the Male Consumer”, is based upon the attempts to construct women as consumers. Breazeale claims that much of society’s one-dimensional view of women has everything to do with how consumerism has been viewed primarily as a feminine attribute. Using an in-depth analysis of the early years of Esquire Magazine, Breazeale uses an academic, stoic tone in an effort to remain impartial, although it is rather apparent that she feels strongly against the magazine and all it stood for during this time period. Breazeale effectively convinces the audience that society’s perception of women today has been significantly swayed by their constant portrayal as consumers through an in-depth look at Esquire Magazine and how it not only portrayed women as extravagant, unintelligent spenders, but simply as objects of male desire.
Firminger examines the ways these magazines represent young males and females. She reveals that these magazines talks about the physical appearance of young girls but also their sexuality, emotions, and love life. The author informs how the advice given by the magazines is negative. The author also argues that these magazines focus more on their social life than how their academic performance
In “The man behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis displays a glimpse into the life of Mike Jeffries and his views of his company only hiring “good-looking” people and targeting “good-looking” people to wear his clothes. This has been done in order to force his audience to recognize that the issue of acceptance one’s peers and exclusion of a community mentioned by Mike Jeffries, is a result of cultural perceptions and individual self-image. Denizet-Lewis skillfully shows that while Jeffries remarks of not wanting the “not-so-popular” kids to shop in his stores, it poses a question to consumers asking what change in our attitudes will come or if there will be any change at all. Thus comes the issue of how consumers today have a shift in the reasoning behind why one buys clothing and the motivating factors that influence one to buy certain clothing. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is really what people desire, though deemed by many people as unacceptable or inappropriate. The author also examines how in the news media, the image has become more important than the message and how images have taken precedent over actual issues and character. As a result of this, various communities have formed by the construct of selling to “beautiful people” and how popular appeal has become an extension of a person.
Early feminist studies of gender often depicted the expression of masculinity as solely meant to subordinate women. Upon further research and understanding of gender and its role in society, gender theorists have realized that masculinity is not only a patriarchal regulation against women, but that it also has negative effects against men. Masculinity has different characteristics in different cultures, but masculinity in general presents a hierarchy of traits, with femininity as the lowest, least desirable trait. In American culture, masculinity is defined within multiple structures, such as race, class, and sexuality, where a man’s masculinity can be lessened by his traits as well as these identities. Often, normative expressions of masculinity
"By ladies for ladies," he said in a media scene full to bursting with sources by men to ladies, this magazine serious potential for liberation from the stifling, predictable, cookie-cutter representations of sexuality, organizations and ladies themselves that we are encompassed by today. At the same time is it?
Merskin, D (2004) Reviving Lolita? : A Media Literacy Examination of Sexual Portrayals of Girls in Fashion Advertising. In American Behavioral Scientist, vol. 48: pp.119-129. London: Sage Publications.
The aim of this project is to identify and explain modern day social representations of both men and women found within a contemporary magazine aimed at a male audience, GQ magazine. This will be achieved by gaining a sample from several back issues of the magazine forming a female sample and a male sample. Both of these will comprise only of articles featuring overtly a picture of either a male representation or a female representation or in some cases both, such pieces will fall into both samples or into which they are most appropriate too. The sample will be selected by taking every nth piece from the initial data collection, so as to get a workable sized sample.
Identity is a subject commonly discussed within literature. In William Farrell’s essay entitled “Men as Success Objects” this subject is the object of much scrutiny. Farrell analyzes the role of gender in today’s society and states that male identity is in a condition where male insecurities about success, their appearance, and females have left most men in today’s society in dire straights. Compounded by prevailing ultra-feminist ideals, society has become saturated by the “men are jerks” mentality. This condition can be seen in various aspects of society such as commercials, television programs, even greeting cards (Farrell, 186). While some may not agree with his opinions on the state of male identity, Farrell uses a number of rhetorical strategies and literary devices such as an objective point of view, an intellectual tone, and appeals to both logos and ethos in order to effectively convey belief that men are treated as “success objects” in today’s society.
Most photos and titles draw in the male gaze, with female bodies half-naked paired with ‘Ladies love this!’. Pairing these particular items together creates an atmosphere which reinforces male expectations and norms to their audience. GQ, while appearing as a harmless fashion magazine, sends out a number of subconscious messages to their viewers of what it means to be a well-respected, successful male in today’s world. Gentlemen Quarterly, like many other magazines, implements the gender binary into its readers through its advertisements and articles.
Fashion plays an important role in the lives of billions all over the world; people, as part of a status craving society, turn to “fashion capitals” of the world for ways in which to dress and carry themselves. New York, Milan, and Paris are leaders among this fierce industry that the world lusts after. Fashion can speak volumes about ones personality, or also about the condition the world is in at the time. In France, fashion changed rapidly and feverously as the times changed.
Knobloch-Westerwick, Silvia, and Gregory J. Hoplamazian. “Gendering the Self: Selective Magazine Reading and Reinforcement of Gender Conformity.” Communication Research 39, no. 3 (June 2012): 358–384. doi:10.1177/0093650211425040.
To begin with, I shall look at what fashion is; it is a currently popular style or practice involving clothing, footwear or accessories. It mostly refers to the current trends in looks and dressing style of a person (Cumming 234). In most cases, fashion is confusedly related to costumes; when a person talks of fashion they are seen to mean fashion in terms of textile. Fashion is seen to originate from the Western world and it is copied by other places. In this paper, we shall look at how fashion affects lifestyles and the group of people who are affected most. The paper further investigates how media is used to transmit fashion from one region to the other. Although it has been seen to affect people’s lives many people have different perspectives on fashion and dressing.