Marketing Masculinity: Gender Identity and Popular Magazines

Marketing Masculinity: Gender Identity and Popular Magazines This study examines role portrayals of males inpopular magazines. 7,935 individuals in illustrationswere coded for race, sex, and role. Findings in ordinaryleast squares regression indicated that occupational portrayals of males are most likely to appearin magazines with a high male audience. These portrayalsare also more likely as the class and age of the maleaudience rises, and as a greater percentage of the male audience is married. Conversely,nurturing portrayals of men are most likely to appear inmagazines read by women. Quantitative data is enhancedby some qualitative description of the content of magazine images. Additionally, implications forthe interactions between men and women are assessed, asthese findings imply that women are led to havedifferent expectations of men than men have ofthemselves. Sex Roles Springer Journals

Marketing Masculinity: Gender Identity and Popular Magazines

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Kluwer Academic Publishers-Plenum Publishers
Copyright © 1998 by Plenum Publishing Corporation
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
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