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Men's Lifestyle Magazines and the Construction of Male Identity

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Men's Lifestyle Magazines and the Construction of Male Identity Men’s Lifestyle Magazines and the Construction of Male Identity Ross Horsley Submitted in accordance with the requirements for the degree of PhD The University of Leeds Institute of Communications Studies September 2005 This copy downloaded from ArtLab (www.artlab.org.uk), the online resource centre for creative and visual methodologies. This thesis is copyright © Ross Horsley 2005. Not to be reproduced without permission. The candidate confirms that the work submitted is his own and that appropriate credit has been given where reference has been made to the work of others. This copy has been supplied on the understanding that it is copyright material and that no quotation from the thesis may be published without proper acknowledgement. i Acknowledgements I would like to thank Professor David Gauntlett of the Bournemouth Media School, Bournemouth University*, whose initial supervision of my research at the Institute of Communications Studies, University of Leeds, generously continued after his move to another institution. His guidance, comments and ideas have been invaluable, and his encouragement unflagging at every stage. At the University of Leeds, Dr Graham Roberts took over my supervision with enthusiasm and interest, bringing his own wisdom to the later stages of my study. Also at the Institute of Communications Studies, Dr Robin Brown and Dr Richard Howells have shown great consideration and support, as well as offering their insights and advice during the preparation of my research methodology. In addition, I am extremely grateful for the financial support of the University of Leeds, in the form of a research scholarship. The dedication of Matthew Browne, Lorna Horsley and Dominic Hall in securing participants for the practical project has been, quite simply, essential to its ever taking place. I am grateful not only for their selfless assistance, but also the time and personal effort they have devoted to making the research sessions possible. The creative contribution of every individual whose work was included must also be recognized, including the input of Scott Pinder and Dominic Bull, who patiently took part in trial runs. I am similarly indebted to the sixth-form English teachers of Don Valley High School and Danum Upper School in Doncaster for their kind assistance and accommodation. I would also like to thank Isobel Rich, Christine Bailey, Tricia Ritchie, and the friends in my department who have offered their encouragement and experience. Lastly, love and thanks are extended to my parents for their continued and unconditional support, and to Matthew Browne for his kindness and empathy. * From September 2006, David Gauntlett is Professor of Media and Communications at the School of Media, Arts and Design, University of Westminster. [See http://www.theory.org.uk/david]. ii Abstract This thesis seeks to investigate young men’s understanding of masculinity as part of their own developing identities, and how this may be related to wider constructions of masculinity in the media, with particular reference to lifestyle magazines aimed at men. The increased popularity of men’s magazines since the mid-1990s is examined, and the genre itself analysed both within a context of previous studies into male representations in the media, and against a backdrop of the more established, equivalent line of research into women’s magazines. Notions of gender identity are brought under scrutiny, as the concept of masculinity is explored in terms of ‘performances’ linked to gender, sexuality and societal expectations. A discussion of recent ‘creative’ research projects introduces the original methodology undertaken as part of this study. Young, predominantly male readers of men’s magazines were encouraged to produce ‘scripts’ – which consisted of an illustrated front cover and contents listing – detailing an imagined lifestyle magazine of their own. 100 such scripts were collected, with participants based in Doncaster, Preston, Wigan and Leeds, and drawn primarily from high schools, colleges and a prison. The material they produced, together with their own written discussion of this work and their wider experience of men’s magazines, formed a body of research data upon which further conclusions are based. A relationship is hypothesized between young men’s apparently heightened interest in forms of gossip surrounding media celebrities, and an increasing awareness of their own sense of masculinity as something that is personally constructed and purveyed. It is suggested that new men’s lifestyle magazines, with their frequent demonstrations of ‘ironic performances’ and ‘edited personalities’, both facilitate and reflect this process. iii Contents Acknowledgements..................................................................................................... i Abstract......................................................................................................................ii Contents ....................................................................................................................iii Figures....................................................................................................................... vi Tables ......................................................................................................................viii Chapter 1: Introduction ........................................................................................... 1 Chapter 2: Approaches to Magazines, Audiences and the Self ............................ 7 2.1. Magazines and Identity ............................................................................. 8 2.2. Reading Women’s Magazines ................................................................ 10 2.2.1. Angry Repudiation ....................................................................... 10 2.2.2. Ideological Theory ....................................................................... 15 2.2.3. Pleasure and the Role of the Reader............................................ 17 2.3. Discourses, Repertoires and Dispositions............................................... 20 2.4. Reading Men's Magazines ...................................................................... 22 2.4.1. The Origins of the Men’s Lifestyle Magazine .............................. 24 2.4.2. The ‘New Man’............................................................................. 27 2.4.3. ‘New Lads’, ‘Soft Lads’ and the Rise of the ‘Lads’ Mag’............ 28 2.4.4. Irony and Contradictions............................................................. 32 2.5 The Future............................................................................................... 37 Chapter 3: Gender and Masculinity..................................................................... 42 3.1. Gendering the Sexes................................................................................ 42 3.2. Definitions of Masculinity ...................................................................... 44 3.3. Masculinity in Mind................................................................................ 46 3.4. Masculinity in Society............................................................................ 49 3.5. Inscribing Masculinity............................................................................ 53 3.6. Hegemonic Masculinity.......................................................................... 57 3.7. Lenses of Gender .................................................................................... 59 iv 3.8. Gender as Performance ........................................................................... 61 3.9. Conclusion: Models of Masculinity........................................................ 64 Chapter 4: Masculinities in the Media.................................................................. 66 4.1. Images of Masculinity............................................................................. 67 4.1.1. The Body ...................................................................................... 68 4.1.2. Action ........................................................................................... 71 4.1.3. The External World...................................................................... 73 4.1.4. The Internal World....................................................................... 77 4.2. Assessing Kirkham & Thumim’s Approach........................................... 80 4.3. Masculinity in Pornography.................................................................... 81 4.4. The Return of the Reader: Audiences on Masculinity............................ 85 4.5. Conclusion .............................................................................................. 88 Chapter 5: The Methodology of ‘Making Magazines’ ........................................ 89 5.1. Creative Research Methods .................................................................... 89 5.2. Methodological Procedure ...................................................................... 95 5.2.1. Evolution of the Methodology ...................................................... 96 5.3. Overview of the Groups and Data........................................................... 98 5.3.1. Groups 1 and 2............................................................................. 98 5.3.2. Groups 3 and 8............................................................................. 99 5.3.3. Group 4 .....................................................................................
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