Chinese Men's Fashion Magazine On The Construction Of Masculinity

In 1997, China's first men's fashion magazine, "Esquire "opened the curtain of the developent of fashion magazine.After 10 years of development, the number of male magazines still expand in the market of domestic magazine fashion.Comparing with the women's fashion magazines at the fierce competition in the market, the market of male fashion magazines will mine bigger space.Male fashion magazines take the middle class as main target consumers, which guided consumers' lifestyle and values through a series of elite, construction of successful men of image, and guide the audience through the construct of masculinity type.This paper attempts to study how china's male magazine construct masculinities by taking "Esquire" as an examlple.In various types of masculinities, what kind of masculinities the "Esquire" construct.And the masculinities which constructed by the media discourse is fit in the mainstream of society's ideology?Therefore, the paper study cover and content of the magazine "Esquire" by the content analysis combining with semiotic studies.The study found that Esquire build a hegemonic masculinity type. This type of masculinities own the shape of muscles, strong body muscular beauty, etc.In addition, the male of hemogic masculinity in the magazine has the temperament of men with vivid expression of the appearance but in personality, temperament and elegant temperament of violence, gentleman "rough" or the urban elite consciousness.Male temperament cannot leave femininity and individually.This paper take the columm of women as an case study.We find that women were'nt respected and in respect of equal status just like what the magazine envisaged.In magazine women which is in a weak position of femininity are still the object of gazing, exist by highlighting the dominant role of masculinity.