Constructing the masculine : discourses of masculinity as cooperation, competition, and conflict in Men's Health magazine

Abstract

The aim of this study was to uncover how hegemonic masculinity is discursively produced within the text of Men’s Health South Africa, and how discourses of competition, conflict and the use of role models function in relation to the masculinity found within the text. A qualitative approach utilizing discourse analysis of key excerpts through the lens of social constructionism, critical social theory and gender performativity was undertaken. The findings show that masculinity is produced within the text through various discourses such as the primacy of physical appearance and strength, and the qualities of leadership, fatherhood and mental fortitude, among others. In addition, the results show that the discourses and use of role models in the text may have a normative function in the regulation of the expression of hegemonic masculinity among the readers of Men’s Health South Africa and others.