Playboy is a magazine that, for more than a half century, has been mostly known to the wider audience for its stylized pictures of naked women. What a lot of people do not know is that the magazine, with its editor in chief Hugh Hefner in the lead, has been frontrunners in human rights. Playboy has been fighting protecting the right of freedom of speech, fighting for equal rights for all people during the civil rights movement and supported the feminist movement by funding precedent cases on abortion rights.   According to a series of text analyses by Beggan & Allison (2000, 2002b) Playboy’s editorial direction contradicted conventional definitions of masculinity. Also, the magazine portrayed its Playmates with complex identities that, in many cases, contained a number of traditionally masculine abilities. In this thesis we have done a critical discourse analysis of the Playboy interview and how the gender of its subject is portrayed by the magazine. Also, we have studied how seriously Playboy takes the journalistic mission in educating its audience, criticizing the power, and let a diversity of opinions be heard in the interview.   We found that, even though it’s easy to repudiate Playboy as a magazine for unsophisticated men that prefer objectified naked women, the Playboy interview presented a number of different people in different ages and of different gender that in many ways contradicted the traditional ways you tend to see the gender portrayed in interviews. The female subjects tends to be portrayed in ways that you normally se male subjects are portrayed, and the male ones tended to be given a complex identity that included both traditionally male and female abilities. We also found that Playboy takes the journalistic mission seriously, letting a diversity of opinions be heard even though they contradict what the magazine stands for.

Men’s magazines is a form of media that has been present and popular among men for decades and even centuries. In the beginning of 1990 the popularity for men’s magazines boosted as the new ideal man was presented. The new lad represented a new masculinity that was more honest about its ideals and point of views. Media is being consumed in order to find an identity of self and be able to partake in a group culture. The purpose of this study is to analyze the content of men’s magazines and put that in relation to the male consumer’s homosocial quest for male identity and fellowship. The study analyzes American Playboy magazines of three decades being 1990s, 2000 and 2010. The method of the study is discourse theory and semiotic theory. Discourses describe how people discuss and comprehend their surrounding world through cultures within social group formations. The semiotic theory refers to the study of the meaning that is being created by people in different contexts. The theory being used in the analysis of the content in Playboy is the homosocial theory. Homosocial theory is based on the notion that men have a need of identification and to be a part of a group consisting of other men in a joint male culture. Through the analysis of the content of Playboy the study has come to the conclusion that there is a common pattern in Playboy that presents a homosocial male culture. By consuming the magazine, the man partakes in the male fantasy world that is presented in Playboy. The study also showa that Playboy preserves an ideal man that is a sophisticated gentleman. This culture has flourished over 60 years and shows no signs of dying off.

Made available in DSpace on 2017-07-10T17:55:31Z (GMT). No. of bitstreams: 1 Patricia_Carla_Mucelin_Parte 1.pdf: 5532802 bytes, checksum: 17594a2ea26331b8002f91ba1866d8db (MD5) Previous issue date: 2013-10-02 / This research has as it s source and object the New Cosmopolitan and Playboy Magazines from 1970s. Sought to analysis through a qualitative study of the Nova's and Playboy's speeches about beauty, sensuality, sexuality and behavior to understand how these two magazines gave meaning to gender identities. The discourse analysis was performed based on the categories gender and identities, to understand how were build the masculine and feminine identities and how the power relationships between genders has occurred, noticeable in the Articles, covers and summaries of the two magazines. The Nova Cosmopolitan s writing to single women who were entering into the labor market, therefore the magazine sought to show that maintain a lasting relationship with a steady partner and build a carrier were synonymous of achievement, and both, taught how women should take care of the beauty and follow conduct rules in their relationships. The Playboy turned to single men that seek pleasure as a lifestyle, showed in it s columns information about sex and relationships and how men could turn around their insecurities to conquer women. The sensuality was the most valued characteristic by both magazines, to constitute the idealized images of feminine and masculine body / Esta pesquisa tem como fonte e objeto as revistas Nova Cosmopolitan e Playboy da década de 1970. Procurou-se analisar através de um estudo qualitativo os discursos da Nova e da Playboy sobre beleza, sensualidade, sexualidade e comportamento para se compreender como essas duas revistas davam significado às identidades de gênero. As análises de discurso foram realizadas com base nas categorias gênero e identidades, para se compreender como foram construídas as identidades masculinas e femininas e como ocorreram as relações de poder entre os gêneros, perceptíveis nos artigos, capas e sumários das duas revistas. A Nova Cosmopolitan escrevia para mulheres que estavam ingressando no mercado de trabalho, e que fossem solteiras, portanto a revista procurava mostrar que manter um relacionamento duradouro com um parceiro fixo e construir uma carreira sólida eram sinônimos de realização, e para tanto, ensinava como as mulheres deviam cuidar da beleza e manter uma conduta determinada em seus relacionamentos. A Playboy que se voltava aos homens solteiros, que procuravam o prazer como estilo de vida, mostrava nas suas colunas informações sobre sexo e relacionamentos e como os homens podiam driblar suas inseguranças para conquistar as mulheres. A sensualidade era a característica valorizada por ambas as revistas, ao constituírem as imagens idealizadas do corpo feminino e masculino

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Este trabalho foca, a passagem da pornografia leve (softcore) de mercadoria artesanal e clandestina a produto indústrial. Essa passagem é parte da implantação da sociedade de consumo e do moderno hedonismo O pôster central da Playboy americana é a imagem mercadoria gráfica mais bem sucedida de todos os tempos, e sua fotografia, codificada, norma social para a luxúria. / This work focuses on the passage of the softcore pornography from a clçandestine commodity to a industrial product . This passage happen as a part of the establishment of the consumer society and of the modern hedonism. Playboys centerfold may be considered the more successfull image commodity of all times and its photography, highly codifyed, is a social norm to lust.

Made available in DSpace on 2016-04-26T18:13:48Z (GMT). No. of bitstreams: 1 Adriana Modesto Costa.pdf: 47464396 bytes, checksum: 2d6208569cb8d47c1de66d675fc9f66b (MD5) Previous issue date: 2014-02-18 / This research aims to investigate the main representations of man (the masculine) in commercials published in the largest and most significant monthly magazine targeted to the Brazilian s male audience, Playboy. Therefore, the project studies the construction of the man s figure in these ads, crucial to the understanding of the imagery built by the persuasive speech of advertising in the process of creating a model based on a social narcissistic culture with a prominent profile in the media. The research s corpus consists of analyzes of full-page and double-page ads in 24 editions of Playboy magazine making a methodological cutout of 2005 and 2009 when the magazine reached its highest and lowest drawing, respectively, audited by the Checker Circulation Institute of Brazil. The visual appeal of advertising campaigns offers the possibility to split announcements, broken down into thematic groups. The contribution of Christopher Lasch s work emphasizes the way that advertising presents youth as a salable commodity in the culture of narcissism. The interpretation of the advertisements language and the communicative potential of each advertising piece are provided by the peircean semiotics analysis widely addressed by Lucia Santaella. The research is contextualized with the ongoing transformation imposed to the subject as a consumer from the studies of Zygmunt Bauman, bringing hyper consumption generated by the media, the entertainment industry and advertising / Esta pesquisa tem como objetivo investigar as principais representações do homem (o masculino) nos anúncios publicitários veiculados na maior e mais relevante revista mensal segmentada do público masculino brasileiro, Playboy. Para tanto, o projeto estuda a construção da figura do homem nestes anúncios, crucial para o entendimento do imaginário construído pelo discurso persuasivo da publicidade no processo de criação de um modelo social baseado em uma cultura narcisista com um lugar preponderante na mídia. O corpus da pesquisa consiste em análises de anúncios de página inteira e de página dupla de 24 edições da revista Playboy, fazendo um recorte metodológico dos anos 2005 e 2009, em que a revista atingiu a maior e a menor tiragem, respectivamente, auditadas pelo Instituto Verificador de Circulação. Os apelos visuais das campanhas publicitárias oferecem a possibilidade de dividir os anúncios, discriminandoos em grupos temáticos. O aporte da obra de Christopher Lasch enfatiza a forma pela qual a publicidade apresenta a juventude como uma mercadoria vendável na cultura do narcisismo. A interpretação da linguagem dos anúncios e do potencial comunicativo de cada peça publicitária é fornecida pelas análises da semiótica peirceana amplamente abordada por Lucia Santaella. A pesquisa é contextualizada com a permanente transformação imposta ao sujeito na condição de consumidor a partir dos estudos de Zygmunt Bauman, trazendo o hiperconsumo gerado pela mídia, indústria do entretenimento e publicidade

Post World War II victory culture and its fallout-the consensus ideology-led to the creation of a middle class willing to conform to a prescribed set of ideals, safely removed from all danger, and enjoying the material benefits of a growing middle-class income bracket. Walt Disney and Hugh Hefner, two seemingly ideologically opposed businessmen, recognized this economic, political, and cultural shift and sought to capitalize on it financially. A cultural-history study of both companies revels many similarities in each company's design, development, and impact on American culture. To begin with, Disneyland and Playboy appeared in the mid-1950s as Americans were settling into postwar affluence and consumerism. Disney and Hefner each recognized the changes occurring within society and intended to design areas of reprieve. As such, Disneyland and Playboy were designed as areas of refuge where one could escape the stifling conformity of middle-class America and simultaneously forget Cold War fears. Instead, Disneyland and Playboy embraced the consensus and became reflections of society and culture rather than operatives of counter-culture. To understand how each company could fail in its original intent but remain as an emblem of American culture, it is necessary to understand the era, the men behind the visions, and how each company absorbed and reacted to cultural attitudes and strains. Disney and Hefner manipulated their way into the American cultural consciousness through a series of ironies and inconsistencies. Each sought to provide a haven of diversity as an alternative to the consensus conformity rampant within 1950s society. Ultimately, Disneyland and Playboy came to represent the homogeneity Disney and Hefner sought to escape. / Graduation date: 2002

Este trabalho foca, a passagem da pornografia leve (softcore) de mercadoria artesanal e clandestina a produto indústrial. Essa passagem é parte da implantação da sociedade de consumo e do moderno hedonismo O pôster central da Playboy americana é a imagem mercadoria gráfica mais bem sucedida de todos os tempos, e sua fotografia, codificada, norma social para a luxúria. / This work focuses on the passage of the softcore pornography from a clçandestine commodity to a industrial product . This passage happen as a part of the establishment of the consumer society and of the modern hedonism. Playboys centerfold may be considered the more successfull image commodity of all times and its photography, highly codifyed, is a social norm to lust.

This thesis, which supports an exhibition of visual art, develops from Jean Baudrillard's philosophy of seduction. I have focused on the representation of the bachelor and his pad in American men's magazines from the mid-twentieth century. During this period, magazines such as Playboy, Escapade and Rogue created features on modern living to reassure an independent and affluent man that a dwelling with style and taste would ensure a happy bachelor life and facilitate intimacy. My photographs and collages add complexity to this portrait by framing this unique space as a stage where an unmarried man encircled by his lusty decor acted to entrance a woman.

Constitutive rhetoric theory posits that community identity is rhetorically created. There are various approaches to constitutive rhetoric, though most rhetoricians have chosen to focus on the works of Maurice Charland and Michael McGee, whose approaches focus on audience so much that often the rhetor has no agency. This project blends their ideas with those of James Boyd White to create works of criticism that highlight an increased amount of agency for the rhetor. As examples, I have chosen four case studies from the year 1954: the Brown v. Board decision, the Army-McCarthy hearing (specifically McCarthy's heated exchange with Joe Welch), the addition of "under God" to the Pledge of Allegiance, and the first article in the first dated issue of Playboy. Each chapter is designed to provide an example of what a constitutive analysis in the style of White would look like. The project begins with a description of the theories and analyses, including constitutive rhetoric, postmodernism, and textual analysis. The Brown v. Board analysis begins with a brief history of the case, moves to a rhetorical analysis, and then connects the analysis to ideas of constitutive rhetoric. The McCarthy sections examines the "Have you no sense of decency?" exchange between Welch and McCarthy. It begins with a brief explanation of McCarthy's reputation, and then utilizes an understanding of conspiracy rhetoric in the rhetorical analysis in order to explain McCarthy's constitutive efforts. The Pledge of Allegiance analysis provides a brief a summary of the Congressional arguments made to add the words "under God" to the Pledge of Allegiance, then provides a textual analysis of the Pledge (with the addition), emphasizing the power of those words, especially given the epideictic nature of the Pledge. The Playboy research focuses on the first 1954 article, which directly addresses the question of American identity. The article is contextualized with Hugh Hefner's self-proclaimed Philosophy of Playboy. Finally, all of these case studies are tied together again with further explanations of constitutive rhetoric, showing that White's understanding of constitutive rhetoric can be used to bolster Charland and McGee's in order to give agency to the rhetor.