The best a man can get? : an analysis of the representation of men within group situations in the advertising copy of Men’s Health and FHM from December 2006 through May 2007
- Authors: Scott, Robert James
- Date: 2014
- Subjects: Men's health (Magazine) , For Him Magazine (South Africa) , Men in advertising , Sex role in advertising , Discrimination in the advertising industry , Men in mass media , Mass media criticism , Men in popular culture , Sex role in mass media , Discourse analysis -- Social aspects , Masculinity -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3535 , http://hdl.handle.net/10962/d1013576
- Description: This study examines the production of masculinity in the advertisements of South Africa’s two most popular men’s lifestyle magazines, FHM and Men’s Health. I specifically focus on advertisements, as I argue that they play a crucial role in the re‐production of prominent discursive formations. Informed by a poststructuralist framework this study adopts Foucault’s notions of discourse, power and the constitution of the subject. Gender is conceived of within power relations, with a hierarchical relationship between masculinities and femininities. The gendered subject is also viewed as being constantly in process and being constructed performatively through material forms of practice. Focusing on group representations to establish gender hierarchies, I argue that these representations of people are performative acts, hailing the subjects who view them and producing reality through discourse. Hegemonic masculinity, which is argued to be prominent in advertising, is located at the highest point in the gender hierarchy. However, there is not one universal hegemonic masculinity, for it can vary across three discrete political contexts: the local, which is constructed in the immediate face‐to‐face interactions of families, organisations and social structures; the regional, which is constructed at the level of culture or the nation state; and the global, which is constructed in supra‐national locations. In the advertisements of FHM and Men’s Health there is interplay between the latter two as global and regional brands both advertise in these magazines. To investigate the portrayal of masculinities in these publications, this study first undertakes a content analysis to survey the “general landscape” of representation in the advertisements and then performs a critical discourse analysis to uncover “thick description” of the production of masculinity. The content analysis, finds that the advertisements in the sample validate both white and heterosexual forms of masculinity. The sample is comprised mostly of white males, white females and black males, generally proposing forms of hegemonic masculinity, emphasised femininity and complicit masculinity respectively. The representation of white males and black males is different both in terms of the frequency of representations and in the types of representations. I argued that a certain tension inhabits the resulting representations, which try to be inclusive of a multi‐racial South Africa, yet do so within a clearly hierarchical structure. An in‐depth analysis of eight texts, informed by Fairclough’s model of critical discourse analysis and Kress & van Leeuwen’s framework for visual analysis, finds similar results to the content analysis while providing insight into how various discourses produced the representations, particularly within non‐narrative advertisements.
- Full Text:
- Date Issued: 2014
- Authors: Scott, Robert James
- Date: 2014
- Subjects: Men's health (Magazine) , For Him Magazine (South Africa) , Men in advertising , Sex role in advertising , Discrimination in the advertising industry , Men in mass media , Mass media criticism , Men in popular culture , Sex role in mass media , Discourse analysis -- Social aspects , Masculinity -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3535 , http://hdl.handle.net/10962/d1013576
- Description: This study examines the production of masculinity in the advertisements of South Africa’s two most popular men’s lifestyle magazines, FHM and Men’s Health. I specifically focus on advertisements, as I argue that they play a crucial role in the re‐production of prominent discursive formations. Informed by a poststructuralist framework this study adopts Foucault’s notions of discourse, power and the constitution of the subject. Gender is conceived of within power relations, with a hierarchical relationship between masculinities and femininities. The gendered subject is also viewed as being constantly in process and being constructed performatively through material forms of practice. Focusing on group representations to establish gender hierarchies, I argue that these representations of people are performative acts, hailing the subjects who view them and producing reality through discourse. Hegemonic masculinity, which is argued to be prominent in advertising, is located at the highest point in the gender hierarchy. However, there is not one universal hegemonic masculinity, for it can vary across three discrete political contexts: the local, which is constructed in the immediate face‐to‐face interactions of families, organisations and social structures; the regional, which is constructed at the level of culture or the nation state; and the global, which is constructed in supra‐national locations. In the advertisements of FHM and Men’s Health there is interplay between the latter two as global and regional brands both advertise in these magazines. To investigate the portrayal of masculinities in these publications, this study first undertakes a content analysis to survey the “general landscape” of representation in the advertisements and then performs a critical discourse analysis to uncover “thick description” of the production of masculinity. The content analysis, finds that the advertisements in the sample validate both white and heterosexual forms of masculinity. The sample is comprised mostly of white males, white females and black males, generally proposing forms of hegemonic masculinity, emphasised femininity and complicit masculinity respectively. The representation of white males and black males is different both in terms of the frequency of representations and in the types of representations. I argued that a certain tension inhabits the resulting representations, which try to be inclusive of a multi‐racial South Africa, yet do so within a clearly hierarchical structure. An in‐depth analysis of eight texts, informed by Fairclough’s model of critical discourse analysis and Kress & van Leeuwen’s framework for visual analysis, finds similar results to the content analysis while providing insight into how various discourses produced the representations, particularly within non‐narrative advertisements.
- Full Text:
- Date Issued: 2014
Brain drain, exodus and chicken run : media discourses on emigration
- Authors: Bright, Sue-Ann
- Date: 2005
- Subjects: Mass media and language -- South Africa , Mass media criticism -- South Africa , Discourse analysis -- Social aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3163 , http://hdl.handle.net/10962/d1007672 , Mass media and language -- South Africa , Mass media criticism -- South Africa , Discourse analysis -- Social aspects
- Description: This paper explores the discourses of emigration in a South African daily newspaper from 1988 to 2001, and discusses the implications of these discourses on the way in which emigration is constructed within South African society In this paper, Potter and Wetherell 's (1987) approach to discourse analysis is utilized. It makes use of interpretative repertoires, to explore the functions and consequences of the discourses. The discursive framework thereby reveals the different subject positions related to nationalism, race and class. It is argued that economics and notions of culture and social class, do more than provide a useful medium through which the phenomenon of emigration can be understood. They also support the affirmations of certain groups of people above others, by claiming that emigration is unpatriotic and disloyal. This paper concludes by identifying the negative connotations of media discourses in the construction of emigration and acknowledges that many alternate constructions are silenced in this matter.
- Full Text:
- Date Issued: 2005
- Authors: Bright, Sue-Ann
- Date: 2005
- Subjects: Mass media and language -- South Africa , Mass media criticism -- South Africa , Discourse analysis -- Social aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3163 , http://hdl.handle.net/10962/d1007672 , Mass media and language -- South Africa , Mass media criticism -- South Africa , Discourse analysis -- Social aspects
- Description: This paper explores the discourses of emigration in a South African daily newspaper from 1988 to 2001, and discusses the implications of these discourses on the way in which emigration is constructed within South African society In this paper, Potter and Wetherell 's (1987) approach to discourse analysis is utilized. It makes use of interpretative repertoires, to explore the functions and consequences of the discourses. The discursive framework thereby reveals the different subject positions related to nationalism, race and class. It is argued that economics and notions of culture and social class, do more than provide a useful medium through which the phenomenon of emigration can be understood. They also support the affirmations of certain groups of people above others, by claiming that emigration is unpatriotic and disloyal. This paper concludes by identifying the negative connotations of media discourses in the construction of emigration and acknowledges that many alternate constructions are silenced in this matter.
- Full Text:
- Date Issued: 2005
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