Globalizing male attractiveness
Advertising in men’s lifestyle magazines in India
Bibliographic Data
| ID | 12898892 |
|---|---|
| Authors | Suman Mishra (0000-0001-9310-1086, Southern Illinois University Edwardsville, corresponding author) |
| Year | 2021 |
| Volume | 83 |
| Issue | 3 |
| Pages | 280-298 |
| Publication date | 2021-02-07 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Communication Gazette (JOURNAL) |
| Journal identifiers | ISSN: 1748-0485 • E-ISSN: 1748-0493 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/1748048521992498 |
| OpenAlex | W3127531777 |
| Language | EN |
| Citations received | 1 |
| References cited | 43 |
This study examines the construction of new models of masculinity in men’s lifestyle magazine advertising in India. Using textual analysis of advertisements, the study shows how certain kinds of western masculine ideals and body aesthetics are being adopted and reworked into advertising to appeal and facilitate consumption among middle and upper-class Indian men living in the urban centers of India. The contemporary construction of upper and aspirational middle-class masculinity includes size and hypermuscularity, fair skin/whiteness, and a view of self as global ethnic. These types of constructions help to globalize the male body and masculine ideal while also privileging whiteness and class in the local and global arena
Advertising · Aesthetics · Appeal · Art · Attractiveness · Class (philosophy · Consumption (sociology · Ethnic group · Ideal (ethics · Masculinity · Middle class · Political science · Social science · Sociology · Upper class · Gender Roles and Identity Studies · Gender Studies · Gender, Feminism, and Media · Law · Media, Gender, and Advertising
Advertising as Communication
Visual Persuasion
Unbearable Weight
Decoding Women’s Magazines
Media, Gender and Identity
Shoveling Smoke
No sense of peace
The Globalization of Beauty
Inside Magazine Publishing
Gender Advertisements
From Patriarchy to Intersectionality
Masculinity and aspiring consumption
Towards the westernized body
Men and Women in Indian Magazine Advertisements
The Construction of Masculinity
Visual Rhetoric in Advertising
New Man” and “New Lad” with Chinese Characteristics? Cosmopolitanism, Cultural Hybridity and Men's Lifestyle Magazines in China
Media Culture
In Defense of Textual Analysis
Does Size Matter? Dominant Discourses about Penises in Western Culture
Friendship and Flirting
Boundaries, Negotiation, Consciousness
Stylish Hard Bodies
The Enclave Society
Masculinities and Globalization
Globalization and Business Masculinities
Doing Gender
Intersectionality
The paradox of exclusion and multiculturalism in postcolonial identity
Mirrors of Masculinity
| Citations per year | 0.33 |
|---|---|
| Citation span | 2023 - 2023 (1) |
| Highly cited | No |