New Lad: Re-Packaged Masculinity in Men’s Lifestyle Magazines
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New Lad: Re-Packaged Masculinity in Men’s Lifestyle Magazines
Assistant Professor Dr.Jaray Singhakowinta (School of Social and Environmental Development, National Institute of Development Administration)
Abstract
This paper examines the representation of new ladin men’s lifestyle magazines and the cultivation of the masculine identity among magazine readers, seeking to understand how this construction of new ladaffects the way the masculine gender is performed and conceptualised in a broader social context. Four focus groupinterview scripts of magazine readers, sponsored by the ESRC and conducted by ESRC researchers in 1997, are analysed by using the qualitative data analytical software, Nvivo, to provide a systematic understanding of the cultural shift in the construction of masculinity and the proliferation of male consumerism, represented in men’s magazines. This paper argues that the displacement of softer new manidentity and the eager embrace of new ladarchetype by UK men’s lifestyle magazines is a reassertion of masculine power in a subtler format.
อ่านต่อเพิ่มเติมได้ที่ : https://so04.tci-thaijo.org/index.php/NJLC/article/view/93758/73414
