• Dominant signifier of a very masculine looking man on the front cover. Representation of masculinity, reactionary. Muscular, masculine posture and serious facial expression. Lighting used to highlight muscles, enhance using photoshop
• Barthes myth of patriarchy
• Lexical field of blast, demolish
• Gender performance – Performing as a character, a masculine man. Toril Moi
• Representation =
• Iconic signs of muscles, reactionary and typical of a man’s health magazine
• Colours of text are blue and black and in bold, typical masculine colours. Perpetuate the seriousness of the magazine as the man is posing with a serious facial expression, black is a serious colour
• Genre –
• Narrative – Roland Barthes Enigma code – ‘Blast body fat!’ Encourages audience to want to read the magazine to learn how to lose weight.

Dictation. The School of Life produced a video called ‘How to be a man’, while this is not an academic theory it nevertheless presents two version of masculinity the Warm man and the cool man. It is possible to identify these two versions in men’s health thus supporting Gauntlett’s notion of fluid, negotiated, constructive identity.

For example, on page 6 the cool man. Page 44 warm man.

Who ownership, audience, strategies of Men’s health and find out at least 10 significant factual (statistical) points.

• Statistics: 708,000 men from April 2019 to March 2020 read the Men’s Health magazine each month in the UK. The second largest demographic group counted
• In January-December 2021 there were 66,428 paid subscriptions to Men’s Health and 21,871 paid single copies. also 1,174 free copies These were mainly in the UK and the ROI. 74% of the copies (66, 734) were print copies and 23,077 were digital.
• Hearst – ‘Is a leading, diversified information, services and media company with operations in 40 countries’.
• It has ownership of 33 television stations, 24 daily and 52 weekly newspapers; digital service businesses, and almost 260 magazines in the world.
• Also 200 websites around the world and owning more than 25 brands in the US.
• Hearst Communications is the parent company of Men’s Health. A conglomerate.

Laswell’s hypodermic model: audience passively consumes the ideology that men have to be masculine, strong, serious. ‘This month’s specialists revolve to make 2017 your fittest year ti date’ suggests that men need to be in shape, using the personal pronoun ‘your’ to make the article about them and feel personal. ‘Good fats still make you fat’ there is a huge focus on health and fitness and being in shape to be more attractive. Makes the audience fearful that if they still eat healthy fats they can still gain weight and they won’t be a real man.

Lazarfeld. All I got for Christmas is a load of festive debt. Can you help? Information and education.

Stuart Hall theories

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Dominant reading – What you show off you attract.

Opposition theory – Who reads it, politics. That the person has to look a certain way to attract someone good looking. Or how the man is acting toward the woman, unhappy about it. Exploitation of females. Feminism.

Negotiation theory –

who owns it ownership institution conglomerates cross media ownership globalisation Hearst, examples what pages and contents, language how its made up what it means representation how it is how people interpret it audience theories. industry language representation audience

some shift toward challenging cultural CONTEXT Bur not a lot explain why…

can have quantative and qualitative data

• Owned by Hearst publishing, a multinational conglomerate as well as a variety of other fashion and lifestyle magazines.
• A commercial media institution which has the primary focus of print.
• due to developments in technology, men’s health is now also in a print edition and

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