However, it is also important that you are able to make specific reference to aspects of the CSP edition of Men's Health when applying these ideas and theories. Normally, we would give you a colour copy of the CSP pages to annotate in class but we will need to do this electronically due to the lockdown:
Fortunately, you can currently read the whole of Men's Health Jan/Feb 2017 (the CSP issue) on this website. The pages we need are: front cover, contents page (p17) and the True Grit Marathon Man feature (p101). It's definitely worth also reading more of the CSP issue to get a feel for the Men's Health audience, brand and representations contained within it.
Men's Health: close-textual analysis
Representation: notes
These are the notes we would have learned and applied in the lesson if we were in school:
Applying media theories: Gauntlett, van Zoonen and bell hooks
Gauntlett: “Views of gender and sexuality, masculinity and femininity, identity and selfhood, are all in slow but steady processes of change and transformation.”
Raewyn Connell: hegemonic masculinity
Hegemonic masculinity is a concept of proposed practices that promote the dominant social position of men, and the subordinate social position of women. According to Connell, hegemonic masculinity is:
“The configuration of gender practice which embodies the currently accepted answer to the problem of the legitimacy of patriarchy, which guarantees (or is taken to guarantee) the dominant position of men and the subordination of women.”
Question to consider: Does Men’s Health magazine contribute to maintaining the dominant position of men in society?
bell hooks: “normalised traumatisation”
She builds on Judith Butler’s work, agreeing that gender roles are constructed, not ‘natural’. In fact, she suggests that patriarchy (a male dominated society) indoctrinates people from an early age so “gender becomes a set of connotations that have become naturalised”.
This then results in “normalised traumatisation” – meaning the damage caused by these representations is simply accepted as part of society.
Van Zoonen: “sex role stereotypes”
She accepts that the media sexualises both men’s and women’s bodies but highlights key differences. The representation of women’s sexuality is generally submissive and disempowering. In contrast, representations of male sexuality are based on strength and power. This is particularly evident in Men’s Health magazine.
Representation in Men's Health: an academic analysis
‘The Representations Of Men Depicted In Men’s Health Magazine’ is an academic journal article by María del Mar Rubio-Hernández of the University of Sevilla.
It focuses on the American edition of the magazine but its findings also apply to the UK and other international editions.
- Advertising and consumerism is critical to masculine identity. The products advertised in Men’s Health say a huge amount about the representation of men – “men as consumers”.
- Masculinity is not fixed or natural but socially constructed and “subject to constant change”. It discusses the idea of the “metrosexual” male comfortable with grooming products, fashion and appearance.
- The magazine focuses on the male body and suggests it is one of the few aspects of masculinity still under men’s control. However, it does say that the representation of the male bodies featured in the magazine is largely fixed: “…young, muscular, healthy, sporty, successful, virile…”
Men's Health Language & Representation: blog tasks
Language
Create a blogpost called 'Men's Health: Language and Representation' and complete the following tasks:
1) Write an analysis of the media language choices on the cover of Men's Health - e.g. colour scheme, typography, language, photographic codes etc.
The colour scheme has a conventional, sleek feel utilising blue, black and grey. The gendered nature of the colour blue, being associated , and popular, with men, is quite conventional. The fonts are sans serif, maximising the modern aesthetic the magazine is going for, with the exception of the title Men's Health. Perhaps it's to give the title authority. Vin Diesel is in the centre of the cover, and has been airbrushed to accentuate his muscles and thus his masculinity. The language focuses on weight and the body, suggesting that you'll be able to get a body like Diesel if you read the magazine.
2) Identify three specific aspects/conventions/important points (e.g. cover lines, colour scheme, use of text, image etc.) from each page of the CSP that you could refer to in a future exam. Explain why that particular aspect of the CSP is important - think about connotations, representations, audience pleasures, reception theory etc.
Front cover: Vin Diesel - reinforces traditional ideas of masculinity and the 'perfect body'. Colour scheme is modern, traditionally masculine. Language focuses on weight and body - "demolish junk food cravings, reboot your xmas liver" suggest average diet of a man consists of drinking, encouraging men to buy magazine for healthier lifestyle.
Editor's Letter and contents page: Use of modern graphic design and page layout of suggested articles catches eye, appealing and easy to follow. "Goals worth the resolve" - the most important aspects of masculinity captured by the editor - lots of endurance, fitness, however other featured articles talk about mental health and fitness in elderhood, suggesting a new and more progressive take on masculinity - new roles for men (Gauntlett).
Vin Diesel appears again, once again enforcing that he is the ideal man men should aspire to. However, the editor discusses that it's his happiness that is the true goal - prosperity isn't just for new year but for life. Editor also discusses the typical cycle of self improvement, framing it as something not to be ashamed of and usual - "what's wrong with the old you?" - however still encourages achieving goals set for yourself in order to be happy. The magazine is helping you lose your gut, cleanse your liver but it's also telling you to indulge in pleasures like making/eating bread. Overall the message is encouraging for men however also inspiring for them to become fitter, healthier and happier like Vin Diesel.
Feature - True Grit - 'The Marathon Man': New view of masculinity, new representations of men - article focuses on a successful 69 year old marathon runner. The dynamic pose, mid stride, and cool, dark blues create a dramatic and cinematic effect. It's a very inspiring image that encourages older men to keep active, however also appeals to men of all ages. He's framed as a role model sort of character, being powerful and capable. The text supports this new ideal of masculinity with an interview with the marathon man,
3) Apply narrative theories to Men's Health - Todorov's equilibrium, Propp's character types, Barthes' action or enigma codes.
Todorov's theory of equilibrium can be applied, as the front cover suggests disequilibrium with phrases like "Get back in shape", "Wage war on flab", "Reboot your liver", and generally inviting the reader to resolve these issues with the help of Men's Health.
The male reader could be positioned as the hero. The magazine could be a donor figure.
Aggressive language like "Slay, Demolish, Blast, War" can be action codes for the reader. They help create a motif of violence and war that feeds into a hypermasculine agenda, likely pleasing a traditional male reader. The cover lines also create enigma codes as the reader is intrigued into learning how to "lose 8kg fast!" and how to "build a stronger core" and would want to read the mag in order to find out.
4) Read the cover lines and the Editor's Letter. Does Men's Health offer a cure for male insecurities or does it create male insecurity?
I think it does a bit of both. The overall message of the page is positive and encouraging, with modern representations of masculinity (elderhood fitness, mental health, bread), and a focus on happiness as the end goal. However the first part of the editor's text can seem a bit demeaning to men attempting to better themselves but struggling and, overall, the ideal is still framed as an extremely muscular airbrushed celebrity.
5) How does the 'Marathon Man' feature page offer an example of Steve Neale's genre theory concerning 'repetition and difference'?
The article conforms to what is typically expected from a men's magazine, and thus traditional views of masculinity, focusing on fitness. However it creates new representations of masculinity as the marathon man is elderly and framed as someone men should aspire to be. This formula creates guaranteed pleasure from an audience as they get what they are familiar with from the 'genre' of magazine, however it differs in order to bring in new audiences and keeps it fresh and modern, which means success for producers.
Representations
We have already covered many relevant theories in our work on Advertising and Marketing (for example, David Gauntlett's writing on Media, Gender and Identity). We now need to apply these theories and ideas to Men's Health and specifically the three pages from the Jan/Feb 2017 issue identified as our Close-Study Product.
Representations: applying theory
1) How can Gauntlett's ideas on masculinity, gender and identity be applied to the Men's Health CSP we have analysed?
Gauntlett acknowledges that men and women are still constricted within certain gender roles, however discusses that masculinity is not in crisis, and instead men are finding new roles in society. He specifically found new representations of masculinity in men's lifestyle magazines. I think Men's Health magazine has some representations of men that are new and modern, such as the new focus on mental health and happiness as discussed in the editors note and articles focused on the eldery. However it still contorts to the hyper masculine depiction of masculinity and specifically uses it to draw men in with the cover of the magazine.
2) How could van Zoonen's work on feminist and gender theory be applied to Men's Health?
Men's health does establish certain gender stereotypes, with fitness and physical health being framed as the most important aspects of men's health. However it also goes against male stereotypes with the focus of mental health.
3) How could bell hooks's work on 'corrosive masculinity' apply to Men's Health?
The possible self esteem issues and stereotypes of the focus on hyper masculinity and physical fitness could be due normalised traumatisation, where the damage caused by these representations is simply accepted as part of society.
Representations: academic analysis
Read these extracts from the journal article exploring the representation of masculinity in Men's Health magazine and answer the following questions:
1) Why is Men's Health defined as a 'lifestyle magazine'?
It "refers to the magazines which can be included under the ‘general interest-magazines-for-men’". In other words, it allows them to cover a range of topics in their advertising and articles that pertain to day-to-day interests of their male readership.
2) Why is advertising significant in helping to shape masculine identity?
It sells products and consumerism as a "way of life", where "the reader is provided with a variety of goods that help him to perform effectively in society by expressing his identity in physical terms". Ideas and stereotypes constructed by the media are promoted through advertising and thus audiences would be inclined to shape their identities around heavily promoted ideologies.
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?
David Gauntlett also believes that masculinity in advertising is a 'moving target', and cannot be fixed.
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?
Men's Health "endorses the importance of values linked to external beauty" to its readers. They provide the statistic of men's grooming products: “the global market for male grooming products grew by an impressive average annual rate of 5.7% between 1997-2005”
5) What representations of the male body can be found in Men's Health?
The male body is, within a consumer culture, increasingly experienced as the responsibility of individuals.
MH presents an instrumental relationship to the body, which is represented as a
machine that should be refuelled in the least possible time in order to perform in an effective way.
6) What does the article suggest regarding the objectification of men?
"These representations are sometimes closer to feminine poses and attitudes, as
mentioned before, since the models are exposed as objects to be observed."
"MH proposes a notion of masculinity which is
focused on anatomy, stressing male physical features, as to ensure the heterosexuality of its
readers, who, at the same time, are ironically provided with suggestive images of men, sexually
objectified as women."
focused on anatomy, stressing male physical features, as to ensure the heterosexuality of its
readers, who, at the same time, are ironically provided with suggestive images of men, sexually
objectified as women."
7) What is 'metrosexuality' and how can it be applied to Men's Health?
it refers to a man who is extremely aware of his physical appearance and is devoted to it by buying cosmetic and fashion products.
8) What representation of men in Men's Health is discussed in the section 'Homogenous bodies'?
"MH seems to belong to the mainstream discourse which portrays the dominant depictions of maleness in physical terms, linked to power, strength, and youth. The representation of men in the magazine can be analyzed in three different aspects: his physical appearance, his external look (in terms of style), and his lifestyle (values)."
“the content of these representations remains
extraordinarily fixed. The men concerned are always young, usually white, particularly muscular,
critically strong-jawed, clean shaven (often all over), healthy, sporty, successful, virile, and ultimately
sexy”
Any man who does not present the socially accepted body, nor the requirements to be a purchaser,
is not allowed to participate in the consumption world proposed by men’s magazines.
9) What are the conclusions drawn by the article with regards to the representation of masculinity in Men's Health?
On the one hand,it portrays different visions of masculinity (i.e. new man, new lad, metrosexual), which is one of reasons for the magazine's popularity. However it also presents a very consumer-based image of masculinity and men's worth based on physical fitness and the body. The magazine performs as a doctor who offers advice based on scientific support for the male body - a place that still remains under male control in society - and so audiences are "encouraged" to go all out physically, aesthetically and financially in order to construct a visual complement to a healthy body and healthy 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?
