Between Hegemonic Masculinity and New Man-ism: The Shift from ‘Owning’ the Gaze to Being the ‘Object’ of the Gaze in the Representation of the Western Male in Men’s Health Magazine

Abstract

This essay discusses how the representation of the Western male has shifted from one of hegemonic masculinity to one of new man-ism by exploring the British edition of Men’s Health magazine (henceforth MH). Beginning with a brief definition of the key terms, the essay explores how such a change has occurred via cultural construction by borrowing a theoretical perspective from Judith Butler, of how all forms of identity are not ‘fixed’, but are rather discursively ‘produced’ by popular culture media: ‘There is no gender identity behind the expression of gender; that identity is performatively constituted by the very ‘‘expressions’’ that are said to be its results’ Butler (1988). After highlighting the relevant history of men’s liberation, the essay then discusses the conditions in which the representation of men has become fetishised in modern Britain by adopting MH as a case study. Such exploitative use of idealised depictions of men’s bodies in MH has resulted in men becoming the ‘object’ of the gaze rather than ‘owning’ the gaze. To clarify this sociologically, the essay begins by discussing the feminist movement’s rejection of the men’s patriarchal image and how men thereby began to embrace new man-ism. Next, it discusses two other causes of this shift to new man-ism: (i) economic changes, and (ii) the crisis of masculinity. My concern here is not to unquestioningly accept the concepts associated with these factors or their implications; rather, I discuss them as dynamic elements within the above-mentioned change in how men are represented by MH, which has led men to become the objects rather than the subjects of the gaze. However, despite the historical performativity-related changes to men and masculinity, no real changes to masculinity’s hegemonic and dominant characteristics appear to have occurred. No further detail is given on the content of MH (as this can be studied easily enough), nor will I defend the ‘dumb’ excesses of some men’s titles to avoid a burlesque analysis. Instead, I discuss the most prominent themes in relation to men’s appearances and bodies to provide a better understanding of the shift from hegemonic masculinity to the New Man depicted in MH.