Changing Masculinities: Discourse Analysis of Masculinity Patterns: DISCOURSE ANALYSIS OF MASCULINI

The present thesis analyzes masculinities which are
constructed through the images of
men in the advertisements of such men s lifestyle
magazines in Ukraine as EGO, XXL, and
Men s Health.
The current author hypothesizes that macho notion
of masculinity is eroding while
metrosexual masculinity pattern is becoming
prevalent in the chosen set of men s lifestyle
magazines in Ukraine.
The current analysis substantiates the fact of women
being the audience of men s
lifestyle magazines, which, as the author argues,
influences the set of commodities advertised
and the compositions of the advertisements,
including the way men are visually represented.
The research demonstrates that it is through certain
commodities that particular notion
of masculinity is constructed. Heterosexuality
becomes contestable through the
advertisements of perfumes, which are presumed to be
consumed by metrosexual men
exclusively, while the advertisements of vodka, cars
and watches are aimed at macho men .