Changing Masculinities: Discourse Analysis of Masculinity Patterns

The present thesis analyzes masculinities which are constructed through the images of men in the advertisements of such men's lifestyle magazines in Ukraine as EGO, XXL, and Men's Health. The current author hypothesizes that 'macho' notion of masculinity is eroding while metrosexual masculinity pattern is becoming prevalent in the chosen set of men's lifestyle magazines in Ukraine. The current analysis sub­stantiates the fact of women being the audience of men's lifestyle magazines, which, as the author argues, influences the set of commodities advertised and the compositions of the advertisements, including the way men are visually represented. The research de­monstrates that it is through certain commodities that particular notion of masculinity is constructed. Heterosexuality becomes contestable through the advertisements of perfumes, which are presumed to be consumed by metrosexual men exclusively, while the advertisements of vodka, cars and watches are aimed at 'macho men'.