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Metrosexuality - A Cross Cultural Study of Male Representations in Hong Kong, United Kingdom & United States

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Abstract:

Femininity has been one of the main research interests for the past decade and there are numerous studies on the representation of women in the media such as TV and advertising and representation of women related to beauty and body image.There are also studies on gender role focusing on traditional thought and construction of gender roles both in the U.S. and across cultures However, there are limited cross-cultural studies on masculinity and men’s images. Also, although media across the globe are widely discussing the newly emerged phenomenon - “metrosexuality” - there is almost no academic research on this phenomenon. Since metrosexuality and masculinity are so closely related to each other, this study aims to explore both issues in a global perspective.

This study focuses on Esquire magazine, one of the leading men’s magazines that published accordingly in 11 countries. In order to investigate masculinity and metrosexuality across distinct cultures, we have used the Hong Kong, the United Kingdom and the United States versions of Esquire in the period of three alternating issues in 2003 as the samples for the content analysis. Apart from the content analysis of both editorial content and advertisements, we have also examined the cover models and men images in these magazines qualitatively.

Most Common Document Word Stems:

1 (104), unit (92), men (91), masculin (80), kong (79), hong (78), 0 (71), cultur (69), 2 (67), magazin (65), model (65), esquir (60), male (58), 2003 (56), advertis (53), metrosexu (48), state (48), kingdom (46), 3 (44), ad (44), differ (43),

Author's Keywords:

metrosexual, masculinity, cross-cultural studies, Esquire magazine content analysis
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Name: International Communication Association
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MLA Citation:

Hon, Samuel. "Metrosexuality - A Cross Cultural Study of Male Representations in Hong Kong, United Kingdom & United States" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p113009_index.html>

APA Citation:

Hon, S. , 2004-05-27 "Metrosexuality - A Cross Cultural Study of Male Representations in Hong Kong, United Kingdom & United States" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p113009_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Femininity has been one of the main research interests for the past decade and there are numerous studies on the representation of women in the media such as TV and advertising and representation of women related to beauty and body image.There are also studies on gender role focusing on traditional thought and construction of gender roles both in the U.S. and across cultures However, there are limited cross-cultural studies on masculinity and men’s images. Also, although media across the globe are widely discussing the newly emerged phenomenon - “metrosexuality” - there is almost no academic research on this phenomenon. Since metrosexuality and masculinity are so closely related to each other, this study aims to explore both issues in a global perspective.

This study focuses on Esquire magazine, one of the leading men’s magazines that published accordingly in 11 countries. In order to investigate masculinity and metrosexuality across distinct cultures, we have used the Hong Kong, the United Kingdom and the United States versions of Esquire in the period of three alternating issues in 2003 as the samples for the content analysis. Apart from the content analysis of both editorial content and advertisements, we have also examined the cover models and men images in these magazines qualitatively.

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Document Type: .PDF
Page count: 43
Word count: 10945
Text sample:
*Metrosexual – The “Beautiful” Man Metrosexuality: A cross-cultural study of male representations in Hong Kong United Kingdom and United States Esquire Magazine * “Metrosexual. (n.) A dandyish narcissist in love with not only himself but also his urban lifestyle; a straight man who is in touch with his feminine side.” (Pressman 2003) Working Paper Senior Undergraduate Honors Thesis Contact Info: Samuel Hon samuelhon@uwalumni.com University of Wisconsin Madison School of Journalism and Mass Communication Marketing Manager Pacific Corporate & Title
expressions. Ad copy such as “probably” “maybe” “perhaps” and “slightly.” e.g.) “Its probably a lot cheaper than gassing up the suv” “Probably the best beer in town” (Carlsberg) “Perhaps Americans’ most favorite computer” (Dell computer) 56) INTANGIBLE VALUES: Yes – 1 No – 0 Addressing affective symbolic or subjective impressions of intangible aspects of a product e.g.) “Diamond is forever” (DeBeers) “ Pour something priceless” (BOMBAY SAPHIRE London Dry Jin) “There are some things money can’t buy” (MASTERCARD) 43


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