Changing Masculinities

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 . 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 .