The Construction of Masculinity: A Cross-Cultural Analysis of Men’s Lifestyle Magazine Advertisements

Abstract

The increasing global popularity of men’s lifestyle magazines offers a unique opportunity to study how advertising constructs masculinity across cultures. This study conducted a content analysis of 636 ads from the three most popular men’s lifestyle magazines in Taiwan, China, and the United States to examine the representations of masculinity in their advertisements between 2008 and 2010. The objectives were to determine how masculinities are currently portrayed in terms of types and roles. The study found that the magazines from all three countries typically portrayed men as refined and sophisticated. The defining characteristic of global hegemonic masculinity is commodity consumption, with a particular emphasis on a trendy and refined appearance. We found no significant cross-cultural differences in the types of masculinity, namely, “Vigorous and Macho”, “Refined and Sophisticated”, and “Trendy and Cool”. The traditional preference for “Refined and Sophisticated” in Chinese and Taiwanese ads and a preference for “Vigorous and Macho” in the U.S. ads have largely disappeared. Instead, the global consumption market and its associated consumer culture are the primary determinants regarding representations of masculinity in men’s lifestyle magazine ads. This global culture may underlie the lack of differences found.