Thesis (Ph.D.)--McMaster University, 2003. / Advisor: Daniel Coleman. Includes bibliographical references (leaves 338-351). Also available via World Wide Web.

Thesis (M.S.)--Miami University, Dept. of Family Studies and Social Work, 2005. / Title from first page of PDF document. Document formatted into pages; contains [1], viii, 90 p. Includes bibliographical references (p. 80-86).

Thesis (M. A.)--University of Canterbury, 2006. / Typescript (photocopy). Includes bibliographical references (leaves 153-164). Also available via the World Wide Web

This study investigates the popular pleasures produced by readers of men's magazines, focusing primarily on the publication, Men's Health, which represents a new type of magazine catering for men. Using qualitative research methods such as textual analysis and reception analysis, the study explores the pleasures produced by both men and women from the consumption of such texts. The theoretical perspective of cultural studies informs this project, an approach that focuses on the generation and circulation of meanings in society. Focusing on the notion of the active audience and Hall's encoding/decoding model, this study examines readers' interpretations of the Men's Health text, focusing on the moment of consumption in the circuit of culture. Reception theory proposes the existence of "clustered readings" produced by interpretive communities that are socially rather than individually constructed. As a critical ethnography, the study interrogates these meanings with particular reference to questions of gender relations and power in society. Access to different discourses is structured by the social position of readers within relations of power and this study takes gender as a structuring principle. Therefore, this study also explores the particular discursive practices through which masculine and feminine imagery is produced by the Men's Health text and by its readers. The research findings support the more limited notion of the active audience espoused by theorists such as Hall (1980) offering further evidence to suggest that readers produce readings other than those preferred by the text and that therein lies the pleasure of the text for male and female readers. The research concludes that the popularity of Men's Health derives from the capacity of its readers to make multiple meanings of the text.

Magister Artium (Psychology) - MA(Psych) / This study discussed the effect of new information and communication technologies use on adolescents. The research also assessed whether gender and frequency of use of new information and communication technologies would interact to influence self-esteem and social support from family and friends. / South Africa

The purpose of this study was to examine how male and female celebrities are represented on the 24 covers of e+, a weekly entertainment magazine that was published by Dubai-based Al Nisr Publishing. This cross-sectional, exploratory study used a qualitative visual semiotic analysis and quantitative content analysis to examine how male and female celebrities are constructed and represented on covers published between October 2010 and September 2011. In addition, the study explored whether the myths and ideologies found on the covers made an impression on the perceptions and tastes of teenagers living in the UAE. A subsequent self-administered questionnaire was completed by 30 teenagers living in the UAE aged between 16 and 19 with the purpose of determining how teenagers experienced representations of celebrities. Furthermore, to gain a deeper understanding of how teenagers experienced celebrity culture, three focus-group interviews, each comprising of six participants, are conducted. The study found that both male and female celebrities were represented in gender stereotypical roles. Results showed that male celebrities were represented as active, strong, decisive and dominant. Male celebrities were associated with success, fast cars and dangerous weapons. On the other hand, female celebrities were predominantly represented as submissive. The representations of female celebrities focused on beauty and fashion. The survey and focus-group results revealed that celebrity culture does have an influence on teenagers. Participants reported that they bought products that they saw celebrities wearing or using, emulated the celebrities’ behaviour and copied hairstyles and make-up looks. However, the study found that, in addition to celebrity culture, teenagers’ perceptions are also shaped by their peers, parents and other people they interact with such as teachers. / Communication Science / M.A. (Communication Science)

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.

Sexy Sports: A reception study of the National Broadcasting Corporation (NBC) Olympics website coverage of women’s beach volleyball at the 2008 Beijing Olympics involves an examination of the sporting media and its reportage of the female athlete. The thesis will focus on the reception of the NBC Olympics website coverage of women’s beach volleyball at the 2008 Beijing Olympics by viewing groups constituted by the researcher. The reason for this is that it would be difficult to find naturally constituted audiences for this website, but its reception is never-the-less of research interest. My hypothesis is that the nature of the images and text on the website is overdetermined by the construction of women on other popular texts such as men’s magazines etc. In focusing on the meanings obtained from the content of the website (texts and images), the study will investigate how these meanings are naturalised in specific moments of production as well as through their intertextual relationships with similar texts involved in the glamorisation of female athletes. Specifically the study explores the meanings obtained from the content of the website (texts and images) and how in turn these meanings are naturalised by the consumers of the website. The study will utilise a qualitative research design to unpack the content of the website through the use of qualitative content analysis, focus group interviews and individual in-depth interviews. The research will be informed via a theoretical framework that draws from feminist theory, sport feminism, the concept of intertextuality between media texts, ideology and Stuart Hall’s model of preferred reading. Increasingly mainstream media uses the image of a woman’s body to sell almost anything from men’s razors to margarine and in so far as the reporting of women’s sports is concerned this holds true. Through the research I intend to account for the connotative power of other texts i.e. the men’s magazines and pornography, and how this is likely to be carried through into shaping the meanings that are read off the website. Arguably the production of the NBC texts and images are overdetermined by the existence of similar texts already in transmission in the circuit of culture.

The purpose of this study was to examine how male and female celebrities are represented on the 24 covers of e+, a weekly entertainment magazine that was published by Dubai-based Al Nisr Publishing. This cross-sectional, exploratory study used a qualitative visual semiotic analysis and quantitative content analysis to examine how male and female celebrities are constructed and represented on covers published between October 2010 and September 2011. In addition, the study explored whether the myths and ideologies found on the covers made an impression on the perceptions and tastes of teenagers living in the UAE. A subsequent self-administered questionnaire was completed by 30 teenagers living in the UAE aged between 16 and 19 with the purpose of determining how teenagers experienced representations of celebrities. Furthermore, to gain a deeper understanding of how teenagers experienced celebrity culture, three focus-group interviews, each comprising of six participants, are conducted. The study found that both male and female celebrities were represented in gender stereotypical roles. Results showed that male celebrities were represented as active, strong, decisive and dominant. Male celebrities were associated with success, fast cars and dangerous weapons. On the other hand, female celebrities were predominantly represented as submissive. The representations of female celebrities focused on beauty and fashion. The survey and focus-group results revealed that celebrity culture does have an influence on teenagers. Participants reported that they bought products that they saw celebrities wearing or using, emulated the celebrities’ behaviour and copied hairstyles and make-up looks. However, the study found that, in addition to celebrity culture, teenagers’ perceptions are also shaped by their peers, parents and other people they interact with such as teachers. / Communication Science / M.A. (Communication Science)

Cosmopolitan and For Him Magazine (FHM) are, at present, both the most widely read and, therefore, the most popular "white" consumer magazines in South Africa. They both appeal to young audiences of between 18 and 34 years of age, approximately, and target middle-class, educated groups of readers. My interest in Cosmopolitan and FHM lies in their ability to influence and shape their readers' actions, values, identities and relationships, in particular with the other gender. My analysis is focused on the cover pages and the Editor's letters of six copies of each magazine, ranging from April to September 2003, providing me with a corpus of 12 cover pages and 12 Editor's letters. I adopt a critical perspective through the use of Fairclough's (1989) Critical Discourse Analysis, supported by Mills (1995) Feminist Stylistics, McLoughlin's (2000) textual analysis of cover pages and Kress & van Leeuwen's (1996) visual analysis tools. By combining these different methodologies my research falls into what is newly termed Feminist Critical Discourse Analysis (Lazar 2005). The cover page analyses used primarily McLoughlin and Kress & van Leeuwen and provides an element of pure genre analysis, while the analysis of the Editor's letters were subject to Fairclough's three inter-related stages of analysis, namely: a Description of the formal textual elements of the letters, an Interpretation which analyses the processes of text production and interpretation, and lastly an Explanation of the socio-historical context. Through an analysis of these magazines, whose interests are being served and how the readers are shaped and positioned by the magazines can be identified. My analyses revealed conflicting discourses within each magazine, however it was Cosmopolitan that revealed more tension and conflict in terms of identifying and representing women, while FHM subscribed, for the most part, uniformly to the "new lad" ideology. However, while Cosmopolitan attempted to show a forward-thinking and emancipatory view of the roles of men and women in society, both magazines covertly sustain patriarchal dominance and hegemonic masculinity. In conclusion, I reveal the need for consumers of the mass media to become more critically aware of the ideologies that are promoted through the differing tools of the media and that only through this critical awareness can any further movement towards equal relations between men and women be made. / KMBT_363 / Adobe Acrobat 9.54 Paper Capture Plug-in