Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Mediated Desire in Lad´s Magazines
Stockholm University, Faculty of Humanities, Department of Media Studies, JMK.
2013 (English)Conference paper, Oral presentation only (Other academic)
Abstract [en]

While the successful genre of the so called lad´s magazine, are relatively new media they initially captured a diverse market characterized by the desire for more traditional lifestyle magazines for men, reliant on (hetero) sexualized imagery and a more ‘hedonistic predatory construction of masculinity’ (Coy & Horvath, 2011, Attwood, 2005; Benwell, 2004; Stevenson, Jackson, & Brooks, 2003). In addition to global media access through the Internet, magazines such as Playboy, FHM and Loaded are part of a transnational market. As lifestyle magazines aimed at young men that feature young women in sexualized poses, they have been analyzed as examples of a ”new” ironic dimension of masculine identity, as well as normalizing pornography (Benwell 2002; Mooney 2008). Discussions of the gendered nature of pornographic images have a long history of locating (traditionally) female sexuality as passive and receptive, and male sexuality as active, penetrating. Today studies have a more varied and complex understanding, pointing to the complex ways that desire can operate (cf. Kipnis 1999; Gibson 2004). Some critics argue that in porn a narcissistic relationship with the self is promoted, nothing more and nothing less (cf. Gade 1997; Attwood 2002). On a symbolic level though, the embodiment of sexuality in different media formats and content such as soft- as well as hardcore, expresses and defines gender, race, and class in sometimes, ambiguous ways. The paper will discuss questions of gender and embodied sexuality in two Swedish lad´s magazines, Slitz and Moore, arguing that the visual representation of femininity in soft-core images expresses some of the paradoxes and contradictions that surround heterosexual desire and the male body. In these magazines, as well as in Loaded and FHM, the male body is more or less absent from view leading to a strong gendered division between facial masculinity and corporeal femininity. However, what we learn to recognize as categories of gender, race and class are not just classification or social positions but a mixture of features of a culture that are read onto bodies as personal dispositions. White femaleness for example is marked as the soft-core image par excellence in Slitz and Moore, pointing to the need also for intersectional analyses when discussing concepts of “the new” masculinity produced in lad´s magazines.

Place, publisher, year, edition, pages
2013.
National Category
Media and Communications
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:su:diva-111042OAI: oai:DiVA.org:su-111042DiVA: diva2:773975
Conference
Gender, Race and Representation in Magazines and New Media Conference, Ithaca, New York, October 25-27, 2013
Available from: 2014-12-20 Created: 2014-12-20 Last updated: 2017-09-19Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Hirdman, Anja
By organisation
JMK
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 100 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf