‘Papa don't preach’: Fatherhood in a South African Christian men's magazine

Abstract

The first international men's lifestyle magazine to enter South Africa was Men's Health in 1997, followed by FHM and GQ. Not unlike their international counterparts, these magazines have been extolled in the publishing sector for their commercial success and disparaged in academia for their potentially negative influence on the sensitive gender politics of the new South Africa. In 2001, a new breed of men's lifestyle magazine emerged in South Africa: one that catered to a particular cultural or racial niche market that presumably was not satisfied by the generalising tone of the mainstream men's lifestyle magazines. The Afrikaans Christian magazine MaksiMan is the subject of this analysis, as much for what it signifies in terms of the presence of vernacular masculinities in post-apartheid South Africa as for the texture that it brings to the genre of men's lifestyle magazines. Mainstream men's magazines typically refuse to include reference to the role of father that certain of their readers might occupy. MaksiMan breaks this trend through articles and features centred on fatherhood. This article comprises an analysis of the representation of fatherhood within this niche men's lifestyle magazine.