In recent years, men¡¦s fashion magazines have become a new media genre that attracts lots of attention. The sales, advertisements, and publications of the men¡¦s fashion magazines have reached a remarkable performance. Media is an important social institution to shape gender images. Thus, this study aims to explore what kind of masculinity that men¡¦s fashion magazines in Taiwan represents? How to achieve the masculinity through consumption? Are there any differences in masculinity between transnational and local men¡¦s fashion magazines? What is the variation in men¡¦s fashion magazines in different periods? This study expects to describe the masculinity represented in men¡¦s fashion magazines of Taiwan to enrich the media and men¡¦s research resources. This study drawn on the masculinity theory based on the sociologist R.W. Connell¡¦s, and applied a methodology of quantitative content analysis. The subjects were the international Chinese edition of men¡¦s fashion magazine GQ and the local men¡¦s fashion magazine men¡¦s uno. The reason to focus the analysis on GQ and men¡¦s uno is due to the fact that they are the most popular and long-running men¡¦s fashion magazines in Taiwan respectively. By means of analyzing these two magazines published during 1997 to 2006, this research tries to understand the masculinity styles represented on the magazines¡¦ cover. The major finding revealed that the large numbers of men represented in men¡¦s fashion magazines of Taiwan were young men who aged between 18 and 35 (with 74.8% appearing in the ¡§cover figure¡¨ category and 71.2% in the ¡§featured people¡¨ category). Most of the men in the magazines were entertainment workers with appealing looks (with 90.1% appearing in the ¡§cover figure¡¨ category and 81.9% in the ¡§featured people¡¨ category). As for men¡¦s appearance types, the Trendy Cool type (43.2%) was the majority, the next types were Gentle (14.4%), Tough/Strong (11.7%), and Serious/Sophisticated (11.7%). Secondly, 60.5% of the article headlines on the magazines¡¦ covers were related to the consumption issues. The topics of the headlines were centered on fashion (39.6%) and featured people (29.8%). Furthermore, comparing the transnational with the local magazine, there were differences in men¡¦s age, occupation, appearance type, body type, and the topic and product category that the magazine emphasized. In conclusion, men¡¦s fashion magazines of Taiwan indeed appear a different kind of masculinity that I identify as ¡§stylish masculinity¡¨. This kind of masculinity focuses much attention on men¡¦s appearances, and it¡¦s achieved through a variety of ways of product consumption. The stylish masculinity overthrows some definitions of the traditional masculinity, but on the other hand, it still maintained some disciplines of traditional masculinity. Analyzing the transnational and local men¡¦s fashion magazines, we can understand even if the international men¡¦s fashion magazine, like GQ, appeared and influenced the local male in a global way. From different cultures, magazine origins and readerships, the local men¡¦s fashion magazine still can present some diverse features in many aspects. Finally, when the transnational fashion magazines introduce the international fashion information to local readers, it also conveys many global viewpoints about masculinity at the same time. However, it¡¦s still possible that the publisher takes a localized strategy in order to cater for the local life and culture.

In recent years, the men's fashion magazine has become a new media genre that attracts lots of attention. The sales, advertisements, and publications of the men's fashion magazine have reached a remarkable performance. Most important of all, men's fashion magazines not only provide the male readers with content about appearance beauty but also mold the male readers into a new kind of masculinity called ¡¥New Man¡¦. The ¡¥New Man¡¦ masculinity means that men can feel more comfortable to take some gender practices to improve their appearance beauty, such as putting on make-up, applying skincare products and so on. Researches about men's fashion magazine in Taiwan mostly focus on market performance, and the notion and practice of male readers are ignored. This present study drawn on the audience in everyday life theory, also employed the masculinity theory based on the sociologist R. W. Connell and the view of fluid identity (multiple subjectivities) based on the poststructuralist feminists. This study applied a methodology of qualitative in-depth interview with 6 male participants, tried to find the relation between men¡¦s fashion magazine and everyday gender practices of the readers. The study found that when the male readers interpret the ¡¥New Man¡¦ image in the men's fashion magazine, they do negotiate the mainstream masculinity discourse in their everyday life. Their negotiation involves their unequal investment in multiple subjectivities in everyday life. The study also found that men's fashion magazine is a text that can mediate the masculinity discourse, so the everyday gender practices of readers regarding the magazine text are their negotiation of masculinity as well. The male readers read men's fashion magazine and take ¡¥New Man¡¦ gender practices (ex. applying skincare products, putting on make-up, and taking care of figure) to create their own unique masculinity which exclude from femininity. In conclusion, the new version masculinity (New Man) does overlap the old one (mainstream or traditional masculinity), which not only shows the diversity of masculinity but also provide the male readers with some space to exert their agency and negotiate the meaning of ¡¥what it means to be a male¡¦.

Made available in DSpace on 2016-04-26T18:14:01Z (GMT). No. of bitstreams: 1 Allan Kozlakowski.pdf: 17463467 bytes, checksum: 37facb066513676437c005a8509857d1 (MD5) Previous issue date: 2014-03-11 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The research examines the communication contracts of the Você S/A magazine, analyzing thematic schedules on entrepreneurship and modalization settings of reader- entrepreneur. The communication contracts announced in this magazine involve the construction of the careers of young executives, subsidizing their education with enunciations that use the 'enterprise culture', socially instituted and maintained by capitalist ideology, as liberal discourse repertoire. We sought to understand the situational and structural elements that compose the contract, analyzing the construction processes of convocation. Understand the entrepreneurial ethos as a sense of identity, produced from social values resident on the topic of entrepreneurship. Being entrepreneur is the executive profile designed by companies, resulting from characteristic engendering social rules and, therefore, is part of the convening of the S/A enunciator to the enunciated, committed to achieve the 'profile of success', so they respond to the slogans of the magazine. The selected corpus is made of 36 magazine copies, from 2008 to 2010. The research methodology of this project will start from the discursive analysis with discursive contributions to semiotics, thematising the power relations, socio- political - economic nature, in order to deconstruct the communication contracts and to this end, several authors will be fundamental, as Fairclough, Foucault, Pecheux, Van Dijk, Charaudeau, Landowski, Pietroforte , Semprini and Verón . The interpretations of the enunciations that compose the discourse towards magazine will be analyzed by the concepts of Charaudeau, Fairclough, Foucault, Verón and Pêcheux. The approaches on discursive genres and possibilities of formative intertextuality will be conducted by the theories of Bakhtin and Maingueneau. The hegemonic issues discussion, the nodal points and / or slogans, that totalize the capitalist ideological discourse, will be guided by discourse theory of Laclau. The formation of identities, the ideological constitution of the communication processes and regime visibility will be interpreted from Baudrillard, Baumam, Bourdieu, Giddens, Habermas, Laclau and Prado theories / A pesquisa examina os contratos de comunicação da revista Você S/A, analisando os agendamentos temáticos sobre empreendedorismo e as configurações modalizadoras do leitor-empreendedor. Os contratos de comunicação dessa revista envolvem a construção da carreira dos jovens executivos, subsidiando sua formação com enunciados que se valem da cultura empresarial , socialmente instituída e preservada pela ideologia capitalista, como repertório do discursoliberal. Buscou-se compreender os elementos situacionais e estruturais que compõem o contrato, analisando-se os processos de construção de ciclos de convocação. Compreendemos o ethos empreendedor como um sentido de identidade, produzido a partir de valores sociais presentes na temática do empreendedorismo. Ser empreendedor é perfil do executivo projetado pelas empresas, característica resultante do engendramento às regras sociais e, por isso, é parte da convocação do enunciador da Você S/A aos enunciatários empenhados em ter o perfil do sucesso , dispostos, portanto, a responder às palavras de ordem da revista. O corpus selecionado é constituído por 36 exemplares da revista, de 2008 a 2010. A metodologia da pesquisa deste projeto partirá da análise discursiva com aportes da semiótica discursiva, tematizando-se as relações de poder, de natureza sócio-política-econômica, de modo a desconstruir os contratos de comunicação; para tanto, vários autores serão fundamentais, como Fairclough, Foucault, Pêcheux, Van Dijk, Charaudeau, Landowski, Pietroforte, Semprini e Verón. As interpretações dos enunciados que compõem os discursos da revista serão analisados pelos conceitos de Charaudeau, Fairclough, Foucault, Verón e Pêcheux. As abordagens sobre os gêneros discursivos e as possibilidades da intertextualidade formativa serão realizadas pelas teorias de Bakthin e Maingueneau. A discussão sobre as questões hegemônicas, os pontos nodais e/ou palavras de ordem, que totalizam o discurso ideológico capitalista, será orientada pela teoria do discurso de Laclau. A formação das identidades, a constituição ideológica dos processos de comunicação e regimes de visibilidade serão interpretados a partir das teorias de Baudrillard, Baumam, Bourdieu, Giddens, Habermas, Laclau e Prado

Made available in DSpace on 2014-12-17T14:19:46Z (GMT). No. of bitstreams: 1 DanielGM.pdf: 464208 bytes, checksum: 2046b6946316d59fe079319ca41a554c (MD5) Previous issue date: 2008-07-25 / Conselho Nacional de Desenvolvimento Cient?fico e Tecnol?gico / The present work aims at investigating the role of Voc? S/A magazine within the ?rea of administrative discourses. The idea is to investigate the constituting variances in such market, presenting its working logics and its historical pathway that promoted its structure as we nowadays know. Furthermore, thought must be put into considering how the constituting agents of this market legitimize such practice. The understanding of this whole context will allow the explanation of the role of Voc? S/A magazine in this market and how the magazine is related to other area agents. The work is justified by casting light over a phenomena much neglected by the academy, which is the business press and the dissemination of social stock of knowledge developed from the new administrative discourses. The methodology used was the content analysis on published articles by the magazine, being preceded by the historical backtracking of the structuring of the investigated market. The research took into consideration the following results: the business press, in general, and the Voc? S/A in particular, presented themselves to be just one more tool for readers to increase their social stock of knowledge, as to be inserted into contemporary organizations. An enormous public arena in which the people interested in the diffusion of certain managing packages may spread such practices and earn economic capital with them / O presente trabalho tem como objetivo investigar o papel desempenhado pela Revista Voc? S/A no mercado de discursos administrativos. A id?ia ? investigar quais s?o as nuances constitutivas desse mercado, apresentando sua l?gica de funcionamento e o percurso hist?rico que promoveu a sua estrutura??o, tal como se conhece contemporaneamente. Al?m disso, deve-se pensar como os agentes que constituem esse mercado atuam e legitimam suas pr?ticas. A compreens?o de todo esse contexto permitir? explicar qual o papel desempenhado pela Revista Voc? S/A nesse mercado e como ela se relaciona com os demais agentes constitutivos do campo. O trabalho se justifica por trazer luz a um fen?meno t?o negligenciado pela academia, que ? a imprensa de neg?cios e a dissemina??o desempenhada por ela dos estoques sociais de conhecimento provindos dos novos discursos administrativos. A metodologia empregada foi a de an?lise de conte?do sobre as mat?rias publicadas pela revista, sendo precedida pela constru??o hist?rica da estrutura??o do mercado investigado. A pesquisa levou aos seguintes resultados: a imprensa de neg?cios, em geral, e a Revista Voc? S/A, em particular, se apresentam como mais uma ferramenta para que os leitores aumentem o estoque social de conhecimentos, para se inserir nas organiza??es contempor?neas. Legitima-se, tamb?m, como uma arena p?blica na qual os interessados na difus?o de determinados pacotes gerenciais possam difundir tais pr?ticas e ganhar capital econ?mico com elas

This dissertation aims at identifying, taking as theoretical framework French Discourse Analysis, interdiscursivity elements on food. It will be examined discursive sequences in texts selected from Readers Digest , featured as enunciative instances of subjectivity. It is supposed that enunciative manifestations of media discourse are enunciativity indexes of enounces operating as interdiscourse and working in several discourses. Thus, analysis will focus such enounces as macro-instance, considering them in an enunciative conjunction and as micro-instance while enunciative potential (Santos, 2004). Regularities will be mapped in the so-called interdiscursivity matrixes. Such occurrences mark discursive spaces in which emerge meanings. This way, enunciation works as meaning positions taken by enounces in texts are under production conditions, result of an interdiscursive intercourse in the intersection of discursive formations inside enunciation (Santos, 2008, mimeo). / O objetivo deste trabalho é identificar, sob a fundamentação teórica da Análise do Discurso de corrente francesa, elementos de uma interdiscursividade sobre a alimentação, a partir de seqüências discursivas apreendidas em textos escolhidos da revista Seleções , enquanto instância enunciativa sujeitudinal. Supomos que as manifestações enunciativas do discurso midiático são índices de enunciatividade no funcionamento de enunciados operadores de interdiscurso. Assim, a análise empreendida visa focalizar as manifestações discursivas numa macro-instância, enquanto conjuntura enunciativa e numa micro-instância, estabelecendo o potencial enunciativo (SANTOS, 2004). O mapeamento das regularidades se faz mediante a disposição das manifestações discursivas em chamadas matrizes de interdiscursividade, que se configuram como variáveis na estrutura das ocorrências. Tais ocorrências demarcam espaços discursivos que, em sua diversidade, numa análise das seqüências enunciativas e as manifestações que nelas emergem, fazem explicitar significações que se efetivam por meio do enunciado operador. Dessa forma, chega-se ao lugar da enunciação enquanto tomadas de posição em nível de significação que um enunciado assume na configuração enunciativa de um texto sob determinadas condições de produção na decorrência da clivagem interdiscursiva na interseção com as formações discursivas constitutivas do processo enunciativo (SANTOS, 2008, mimeo). / Mestre em Linguística