Men's Health: Representations



1) Why is Men's Health defined as a 'lifestyle magazine'?

It was a marketing strategy to attract men and gain their interest in the last century, as they previously were not. The publications first few pages are men to draw in men about topics other than health.

2) Why is advertising significant in helping to shape masculine identity?

Advertising promotes consumption of a product, which is used for personal fulfilment. These goods help men person society's expectations of identity effectively, and to stress their anatomy.

3) The article suggests that the representation of masculinity in Men's Health is not fixed or natural and is subject to constant change. What media theorists that we have studied previously can be linked to these ideas?

Masculinity is socially constructed and there can be multiple versions of masculinity. Gelfer: 5 stages of masculinity. Rubio-Hernandez: masculinity is socially constructed. Butler: gender roles are 'a performance' and are 'socially constructed'.

4) What does the article suggest Men's Health encourages its readers to be? What examples and statistics are provided to develop the idea of men as consumers?

They are encouraged to be active consumers. The trend in men's grooming is increased as products grew at a 'average annual rate of 5.7% between 1997-2005'.

5) What representations of the male body can be found in Men's Health?

'A perfection which is assumed as a social obligation', where attractive celebrities are seen as glorified gods. A fit body to show the external consequence of self-discipline, effort and commitment. Their body should be a machine that needs to be refuelled the least possible amount, and to always be in competition, to beat the previous record and be better.

6) What does the article suggest regarding the objectification of men?

They are objectified as an 'erotic spectacle' and are used to sell products to other men, to increase consumerism. The sexual objectification of men has increased in the media.

7) What is 'metrosexuality' and how can it be applied to Men's Health?

Meterosexuality: A heterosexual man who enjoys shopping, fashion and similar interest normally associated with homosexuals or women. Men's Health objectifies men to promote consumerism, men buy these products to look like a carbon copy of the men objectified in the magazine. This includes grooming product or fitness supplement to build a better body as they are physically aware of how they look.

8) What representation of men in Men's Health is discussed in the section 'Homogenous bodies'?

The dominant depictions of having power, strength and youth. They are profiled as young, white, middle-class, physically well built and sexually attractive. They are categorised into their physical appearance, external look(style), and lifestyle. They exclusively represent heterosexual men.

9) What are the conclusions drawn by the article with regards to the representation of masculinity in Men's Health?

The magazine is popular as they offer questions of identification, expressing countless depictions of male identity. The magazine understands where it maintain controls of their audience. They use their advertisements and the products to promote a visual identification, a specific identity.

10) What is your own view of the representation of masculinity in Men's Health? Is it a positive representation that encourages men to the best they can be or is it a hypermasculine, consumer-driven representation designed to undermine men's confidence and objectify their bodies?

Men's Health has to promote  products to sell them, their advertising revenue brings in a lot of money for them. So their ideal representation of masculinity will always be used to promote products by using a visual identification. The products at this stage will always promote a hypermasculine identity as this is their core demographic. Society's values will have to change and their audiences' beliefs should change and accept that there are multiple masculinities for men's health to promote multiple masculinities. So far the readers are mostly ABC1, so they see the representation of masculinity as a positive one.

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