Men's Health Language & Representation: blog tasks

1) Write an analysis of the media language choices on the cover of Men's Health - e.g. colour scheme, typography, language, photographic codes etc.

There isn't that much vibrancy when it comes to colour here. A series of blues and greens as well as the visible black and white makes this feel like a clean colour arrangement. The whole point of this is to make Vin Diesel to stand out as he is the 'star' of the edition. 

The language used is quite direct and making you think that you're not the 'perfect' man.

The title is in Serif and everything else is in Sans Serif.

Vin Diesel's flexed muscle could be a hint at hypermasculinity.

2) Identify three specific aspects/conventions/important points (e.g. cover lines, colour scheme, use of text, image etc.) from each page of the CSP that you could refer to in a future exam. Explain why that particular aspect of the CSP is important - think about connotations, representations, audience pleasures, reception theory etc.

Front cover: Representations of masculinity, font/typography and colour scheme - we see a clear message of masculinity they are trying to push which could be with or against current views

Editor's Letter and contents page: changing views of masculinity, audience effects, image use - the letter as well as the features show how readers are persuaded to read the edition.

Feature - True Grit - 'The Marathon Man': image analysis, the fact that he's old, 'perfect man' ideology - we see an interview with an old man who is basically, what these readers should aspire to.

3) Apply narrative theories to Men's Health - Todorov's equilibrium, Propp's character types, Barthes' action or enigma codes.

Vin Diesel could be the hero or the dispatcher as he is persuading them to lose weight and become a good man. The actual magazine could be the door as they enable you to have this knowledge of how you could better your life.

The reason why you choose this magazine could be because you have a problem (weight or other issues) and you need to seek a resolution to your problem and the magazine could provide you with an equilibrium and then a new equilibrium.

The addition of 'lose weight' or lifestyle suggestions make it seem to us that products to help with those are to come in the magazine.

4) Read the cover lines and the Editor's Letter. Does Men's Health offer a cure for male insecurities or does it create male insecurity?

It does a bit of both. It focuses not only on male physical health but also mental health. They don't have the BLAST BODY FAT style cover lines but they focus on the way that men cope with exercise or deal with their health. The editors letter makes the reader establish a personal connection which encourages them to invest in the ideals the magazine promotes.

5) How does the 'Marathon Man' feature page offer an example of Steve Neale's genre theory concerning 'repetition and difference'?

usually we would see a fit young man here but we see that typical view subverted as it's an old man featuring instead.

Representations

We have already covered many relevant theories in our work on Advertising and Marketing (for example, David Gauntlett's writing on Media, Gender and Identity). We now need to apply these theories and ideas to Men's Health and specifically the three pages from the Jan/Feb 2017 issue identified as our Close-Study Product.

Representations: applying theory

1) How can Gauntlett's ideas on masculinity, gender and identity be applied to the Men's Health CSP we have analysed?

Initially, masculinity was seen as a very solid concept. No emotions, no signs of weakness, only power. Gauntlett's idea of masculinity having generational differences is quite evident here as mental health is a key focus in this edition. 

2) How could van Zoonen's work on feminist and gender theory be applied to Men's Health?

The media here clearly reinforces dominant male stereotypes in the magazine. The central image of Vin Diesel not only reinforces sex-appropriate behaviours but also presents an image of a 'perfect' male. The cover lines further suggest that Men's Health is pushing an agenda that men HAVE TO BE strong. 

3) How could bell hooks's work on 'corrosive masculinity' apply to Men's Health?

bell hooks explains that because the patriarchy indoctrinates us from an early age and causes "normalised traumatisation". We see how Men's Health idolises Vin Diesel and his flexed muscles and makes the reader feel very insecure about their bodies. They target Aspirers and this creates a corrosive atmosphere about masculinity as it states that men should only be this one way and nothing else.
Representations: academic analysis

Read these extracts from the journal article exploring the representation of masculinity in Men's Health magazine and answer the following questions:

1) Why is Men's Health defined as a 'lifestyle magazine'?

It broadly covers many things that men would generally interested in.

2) Why is advertising significant in helping to shape masculine identity?

Advertising is the doorway into marketing, the media is consumed by the masses, so constructed ideas would be promoted. Men would be concerned about themselves so they would be tempted to read Men's Health is they saw an advert for it. 

3) The article suggests that the representation of masculinity in Men's Health is not fixed or natural and is subject to constant change. What media theorists that we have studied previously can be linked to these ideas?

Gauntlett, Butler, Van Zoonen

4) What does the article suggest Men's Health encourages its readers to be? What examples and statistics are provided to develop the idea of men as consumers?

They want their readers to be well-rounded and very fit men.

“the global market for male grooming products grew by an impressive average annual rate of 5.7% between 1997-2005”

5) What representations of the male body can be found in Men's Health?

That they need to have huge muscles, a good tan, good head of hair and to be athletically fit. 

6) What does the article suggest regarding the objectification of men?

“Men are increasingly and unapologetically objectified, both in terms of erotic spectacle and as targets of advertising for products beyond cars and beer, including many items once thought to be marketed for women

alone”

7) What is 'metrosexuality' and how can it be applied to Men's Health?

Metrosexuality is when a heterosexual male indulges in activities that 'men' wouldn't generally do.

8) What representation of men in Men's Health is discussed in the section 'Homogenous bodies'?

That men, like women, also are up to date with new fashion trends. They also continually push the same image of a man's body. "Therefore, in this construction of masculinity displayed within men’s magazines, there are hegemonic images that are repeatedly represented while others are subordinated, mainly in relation to questions of age, color, sexual orientation, and weight."

9) What are the conclusions drawn by the article with regards to the representation of masculinity in Men's Health?

Different views of masculinity are portrayed  such as metrosexuals but there are also undercurrents of a still 'fixed' representation of men. "MH presents an instrumentalized conception of the body, since it’s depicted as a machine that can be improved to perform better, faster and longer."

10) What is your own view of the representation of masculinity in Men's Health? Is it a positive representation that encourages men to the best they can be or is it a hypermasculine, consumer-driven representation designed to undermine men's confidence and objectify their bodies?

I think it's a mix of both of them. There are times in MH where we see a lot of products or features directed at the contemporary male who could indeed be metrosexual. In other aspects of the magazine such as the front page, we are treated to Vin Diesel's biceps being overly exaggerated. There's not really much metrosexuality there.

Men's Health - Audience blog tasks

Read the Men's Health Media Pack in full to get a good idea of the demographics and psychographics for the Men's Health target audience then answer the following questions:

1) How does the magazine introduce itself?

It says that it's "the biggest and best-selling men's lifestyle magazine both in the UK and worldwide. It’s success is built on a winning editorial formula which combines visually-engaging health, wellbeing and nutrition features with premium content covering fashion, grooming, watches, tech and travel."

2) What does the introduction suggest about the representation of masculinity in Men's Health's?

It assumes heteronormality and lists a few things that a 'real man; should incorporate into his life. It also suggests that men 'need' to read Men's Health through its 'best selling' tag. This entices men to conform to a constructed view of masculinity.

3) How do the print statistics for Men's Health compare to GQ and Esquire?

The circulation is a little higher than GQ. The readership in total men is where MH steals the show as it's 650 more than GQ. Total readership in both ABC1 and AB men is also significantly higher than both magazines. 

4) What is the difference between circulation and readership?

Circulation is the actual number of printed and distributed copies, numbers provided by the Audit Bureau of Circulation. Readership is an estimate of the people who actually read the magazine that has been distributed, statistics via the National Readership Survey.

5) What was the circulation of Men's Health in thousands at the time this Media Pack was published? What about the readership for ABC1 men? AB men? [Note: this Media Pack was published in 2016 and some of the figures have fallen since then. Up to date circulation figures can be found at the top of this blog post].

At the time of publishment, it was 995k. For ABC1 readers it's 643k and for AB readers it's 321k.

6) How do readers generally interact with the digital version of the magazine?

68% use their phone, 11% their tablet and 21% their desktop to access the website.

7) How many people do Men's Health reach across social media platforms?

Just under 1.3 million

8) What is the audience profile for Men's Health readers? 

905k of the readers are ABC1 and are aged between 25 and 44

700k have degrees 

200k have a salary of over £50k

9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?

Stylish, contemporary, wearable and individual. They spend £1.1 billion on fashion, three times more than GQ readers.

10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?  

Average watch collection value is £4,123 which emphasises that the readers belong to ABC1 or AB demographic group. The readers could also be Aspirers or Succeeders.

11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?

73% of readers use moisturiser daily. This shows that gender fluidity is very common amongst Men's Health readers and that they can shift between feminine and masculine qualities. There isn't a huge sense of hypermasculinity even though it's a magazine meant for men.

12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?

They suggest that readers are perhaps explorers of new technology and are 'up to date' on new forms of tech and are fit and healthy 'athletes' that always find new ways to stay fut.

13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?

Urban Active, Synchronised and Epicure. Active sportswear, watches and cooking respectively.

14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?

That the readers SHOULD like watches, contemporary fashion and should look at trying to improve their cooking skills.

15) What additional brand extensions do Men's Health offer?

Survival of the fittest which is the biggest urban adventure race in the UK and the Men's health product range which offers things like healthy food and exercising equipment.

16) What are the global statistics for Men's Health?

Global Statistics
International Editions 37
Countries Published 60
Global Circulation 4.5M
Global Readership 26.7M
Websites 25
Uniques 23.7M

Social Media Footprint 19.3M

17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?

The extra magazines added show that Men's Health are prompting them to become well-rounded men. The specials also suggest that its readers are adventurous, wealthy and ready to live their life to the fullest.

18) What audience pleasures are offered by the magazine?

Personal relationship: readers are pleased by seeing their lifestyle being reflected in the magazine they're reading

Surveillance: Men's Health is fixate on making its readers lead a healthier and more successful life

19) What lifestyle and job would you expect the average Men's Health reader to have?

A flashy/exercise-filled lifestyle. The average reader would drive around in something like an Audi S3 and would work as an investment banker or a car salesman.

20) Why do you think Men's Health has managed to (just) remain profitable when many other magazines have struggled due to the rise of digital media?

It's supporting various views of masculinity where others just conform to one 'stereotype' of masculinity. It promotes gender fluidity and therefore is more acceptable in society where many, thanks to social media, can voice their view on how masculinity is subjective and adjustable.

If it supports more broader and modern views of masculinity, that's the main reason why Men's Health has manages to keep its head above the water.

Advertising and Marketing index

Advertising: Introduction - narrative in advertising


Advertising: persuasive techniques


Advertising: the representation of women in advertising


Advertising: Gauntlett - Media, Gender and Identity reading and questions


Advertising: Score case study and wider reading


Advertising: Maybelline case study and wider reading


Advertising: Assessment