Male Representation

Belen Lopez said, " connects with a compulsive need for beauty which is linked to power and success."


Edwards 1997 - "the content of these representations remains extraordinary fixed. The men concerned are always young, usually white, particularly muscular, critically strong-jawed, clean shaven (often all over), healthy, sporty, successful, virile and ultimately sexy."

 “It is perhaps more accurate to see men’s style magazines primarily as vehicles for a new all consuming form of masculinity, encouraging men to spend time and money on developing consumer-orientated attitudes and practices from shopping to leisure activities: in short, a narcissistic and particularly introspective set of primarily autoerotic pleasures.”

Mackinnon 2003 “Men are increasingly and unapologetically objectified, both in terms of erotic spectacle and as targets of advertising for product beyond cars and beer, including many items once though tot be market for women alone.”

Osgerby – “consumer practice developed as a pre-eminently feminine province”

In the 1980’s the theorists discovered that the male audience can be targeted the same way as female audience but with power also. This means that the audience can be appealed in the same way as females.