A spec look at the possible New Zealand version of Men's Health. Features an edited article that I originally wrote as an essay regarding the changes and fracturing of masculinity in modern society.

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3. march 2013 CONTENTS VOL. 1 NO. 03
COVER STORIES & FEATURES
6
LOOK YOUR BEST
58
BEYOND 24/7
Make a lasting first impression when you look through the door in Get more of your day with
these threads. these little time saving tips.
24
MONEY SAVER
BY JAMES McCORMACK
Discover numerous tips on how to save for that holiday trip
overseas faster.
50 SEDUCE THAT BEAUTY
36
SUPER FOODS
Disover the ultimate foods that will make you feel and look Get tips on how get that
healthier than ever. beautiful girl of your dreams.
BY MARK SIMPSON
67
A MAN OF STEEL
Build the ultimate body just in time for summer!
4
THE NEW MEN
Changing views on men and
masculinity
Are men’s lifestyle magazines
responsible for social changes and
behaviours of men and masculinity?
MEN’S HEALTH MARCH 2013 3

4. THE NEW MEN
Are men’s lifestyle magazines like Men’s Health assisting social and cultural changes
in what it means to be a man and masculine in a post-modern society?
BY HENRY JIAN
PHOTOGRAPHY BY CHRISTOPHER GRIFFITH
T
he media is a powerful tool that has the limitless power industries dreamed about the creation of a magazine which
to shape how a person perceives the world. Its influence could be aimed at affluent men. If successfully established, a
cannot be underestimated as it has the potential to men’s lifestyle magazine could provide a centre for a range of
impact on sociological issues such as gender, particularly goods and services aimed at men. This dream of creating such
male masculinity. Images of gender in the media become a magazine seemed impossible for the various industries.
texts on normative behaviour. Our ideas of what is masculine
and what is feminine are greatly shaped by the media. The Men lacked self-consciousness about their sex and the idea
media has fragmented what it means to be ‘masculine’ for that they had a gender. While men purchased magazines for
men. Masculinities are not fixed. Changes in the definition a hobby, car magazines for instance, there was scepticism
of masculinity are evident in the pages of men’s lifestyle whether men would buy a magazine centred on being a man.
magazines. I believe that men’s lifestyle magazines are an A second problem concerned what tone such a magazine
important site for looking at masculinities that is should adopt. Women’s magazines treated their female readers
changing in definition and behaviour, along like friends with an intimate tone. Adopting this tone was
with being reflective of the current zeitgeists. seen as threatening to heterosexual men because of its
implication of implied homosexuality that heterosexual
Magazine content and images of the ideal men did not want to associate with. Sociologist Susan
man can send conscious and subconscious Bordo states that “the man who cares about his looks the
suggestions on how to be masculine. Visual way a woman does, ready to be shattered at the slightest
representations serve as agents of masculine insult or weight gain, is unmanly, sexually suspect.”
gender socialisation. A new kind of man has
emerged where consumption of fashion Things started to slowly change when The Face,
and grooming have become a style magazine, was launched in 1982. It
normalised. One must ask was not a men’s magazine although the
what kind of masculinity are majority of its readers were men. It was a
these magazines portraying? magazine that revolved around fashion,
What are the consequences music, and chic social commentary.
men’s lifestyle magazines The style magazine opened up space
have on men defining their for fashion and lifestyle magazines
masculinity? for men, pioneering radically new
ways of presenting male bodies. A
A site of production of new ‘laddish’ tone and an emphasis on
man imagery came from attractive women’s bodies appealed
the rise of the lifestyle and asserted a heterosexual male
magazines in the 1980s. readership. The Face was a
Lifestyle began to imply success. Mort cites it as a manual
more vocally of issues of taste which laid down the
of aesthetics and image ceremonial of contemporary
or style in terms of metropolitan life.
visual culture which
was simultaneously The 1980s represented an
becoming era where the ‘new man’ was
increasingly the new target for fashion
commodified and grooming companies.
and based around Men’s lifestyle magazines were
products such as cars, viewed as a perfect medium
interior furnishings, and to which they could advertise
fashion. People working their clothes towards men. Men’s
in the fashion, magazine, magazines have encouraged men to open
advertising, and retailing previously repressed aspects of their
4 YAHOO7.CO.NZ/MENSHEALTH

5. masculinity. Within ten years, the men’s magazines market
became the fastest growing of all consumer magazines. One
of these magazines is yours truly, Men’s Health. Launched in
1987, Men’s Health is targeted at men aged between 25 and 45
years old and is the United States’ leading magazine for men.
It had 250,000 subscribers by 1990 and by 2000, that number
increased to 1.6 million. In 2001, the magazine grossed $115
million in the United States, making 67th on the list of the
top-selling magazines. Men’s Health boasts 22 editions in 30
countries.
From the images in Men’s Health, the magazine is presenting
what can be seen as the most desirable and hegemonic
masculine ideal - a thin, healthy, and physically strong male
displaying an Olympian physique to which all men should
aspire to achieve. Strong male bodies have traditionally
served as metaphors for sexual potency, power, productivity, beautiful bodies associated pleasure, success, happiness.
dominance, independence, and control. The magazine Advertisements are not selling commodities. They are selling
implies that in order to complement this masculine physique, ideologies. Men’s lifestyle magazine’s goal are explicitly to
a heterosexual man should fashion and groom himself shape the reader’s view of masculinity to transform modern
handsomely, have expensive and luxurious consumer products men into postmodern consumers. Advertisers and marketers
such as a prestigious car, and have a beautiful girlfriend as have made deep male fears of inadequacies, along with desires,
to the surface and have been reaping the benefits financially.
It is evident masculinity presented in Men’s Health has been
Advertisements are not defined by a behaviour of consumption that is based on
selling commodities. They producing physical attributes of success such as a fit physique
body that is well groomed and fashioned, complemented
are selling ideologies. with products of statue such as a luxurious car. In creating a
consumer culture extended to men, advertisers and marketers
markers of masculine success.
The true Men’s Health man
Advertisers and marketers
gets better jobs, higher pay, have made deep male fears
and hotter girlfriends because
he is attentive to his image – his of inadequacies, along
clothes, his smell, his smile.
Such a hegemonic male model with desires, to the surface
of masculinity sets the ideal
image or standard of the male and have been reaping the
against which all men are judged,
tested, and qualified.
benefits financially.
Men’s Health have inadvertently changed the way men view themselves in
features the eyes of society. Is this consumer masculinity a good thing?
articles
that relate While men’s lifestyle magazines such as Men’s Health have an
to muscle- underlying consumer and capitalist function, they have also
building, given important advice and information about the changing
healthy eating, keeping healthy, informing readers of new world men live in. Knowledge is power and what better way
technological gadgets, interesting travel holidays, how to to present it in a magazine that is written by men for men to
seduce or keep that beautiful girlfriend or wife happy, how benefit men. Men’s lifestyle magazines are not the determining
to properly dress and groom, how to behave in a particular factor in defining masculinity nor will it solely be. There are
way in a specific context, fatherhood advice, and other tips other sites of significance where young boys can learn to be
on living their consumer masculine lifestyle. Cover stories masculine, be it from their father and families, schools, sports,
and features function to not only inform but also offer advice workplace, peers, and of course, women.
on what to consume to help men live a particular way that
is stylish and desirable. Such articles function as covert Masculinities will change and evolve during the lives of men.
advertising. They are promotions disguised as editorial Where will this evolution take men? Only time and society
material or hidden in some other form so that they appear will tell. And you’ll be sure that Men’s Health will be there to
to be non-advertising. Advertisers put a huge amount of assist.
time and money into figuring out how to create images of
MEN’S HEALTH MARCH 2013 5

6. MH
STYLE
BLAZERS OF GLORY
JACOB SMITH EXPLAINS WHY A STYLISH BLAZER IS
BLAZER SPECIAL
ALWAYS A TIMELESS CLASSIC
Men wear fewer blazers today, underestimating how versatile and stylish it can be as one can be recombined
with different colour shirts, pants, jeans, and hey, even shorts. Men’s blazers are made of a sturdier fabric than
a suit, yet smoother fabric than a sport jacket. It is usually thought of as single-breasted, but it can also come in
a double-breasted ahoy matey version. Blazers also have patch pockets as opposed to flaps, and in the single-
breasted variety, it comes with two metallic buttons for closure, sometimes even just one.
When it comes to blazers, your blazer either fits you well or it doesn’t. With the right information, you’ll be able
to find the perfect blazer every time. The first thing to determine is whether the blazer you want should be long,
short, or regular. Your height will be the determining factor for this. Go to a local tailor to get properly measured
instead of trying to measure yourself. Do not try to guess your size! The proper measurements that should be
used for finding the best fitting blazer include measuring your shirt sleeve length and your
chest. Just those two measurements alone can help you pick out your perfect blazer.
In general, men who are within the 6’0”-6’3” range should look for long blazers,
while men that are 5’7” and shorter should go for a short blazer. Regular blazers
should be worn by men that are between 5’8”-6’0”. If you happen to be super
tall, say over 6’3”, then you’ll want to look into a super long blazer.
Many ill-fitting blazers often show too much shirt sleeve. To avoid this,
you’ll want to keep in mind that your shirt sleeve should make a “peek-
a-boo” appearance from underneath your blazer instead of completely
being visible. The shirt cuff should rest at the bottom of your palm
and shouldn’t show more than a half-inch. If you’re having trouble
with this, you can simply have it altered.
Most blazers contain a vent, which also needs to be taken into
consideration when trying to find the best blazer. The purpose
of vents is to allow for more flexibility in movement. While not
all blazers come with vents, many men prefer them because
of the way they make the blazer look overall. Many find them
more comfortable as well. The downside is that wearing a
blazer with a vent can result in a wrinkled look, due to the
occurrence of sitting on the vent. There are centre vents and
side vents on blazers. Or you can opt for a blazer that doesn’t
have a vent so you won’t have to deal with pressing it every
time it gets wrinkled.
If you’re not well versed in this area of fashion, it’s okay. That’s
why it is important to find a good tailor who will not only help
you get your key measurements, but also help you select the
right fit and styles for your wardrobe needs. Take your time in
choosing a quality blazer. Never compromise on the look and feel
of a blazer. It is an investment that lasts for years to come. Check
out the next page for numerous stylish blazers.
CHATWOOD BLAZER, $399; BLUE CHECKER SHIRT, $199;
SNAKESKIN BELT, $140;
6 YAHOO7.CO.NZ/MENSHEALTH

7. ARMANI SELF-CHECK BLAZER, $450
ALEXANDER NAVY BLAZER, $399
PIANO BLACK BLAZER, $399;
PRISTINE WHITE LONG SLEEVE SHIRT, $179.00
McQUEEN CHARCOAL FINE STRIPE BLAZER, $549;
MIDNIGHT BLACK TIE, $99;
AZURE STRIPED SHIRT, $179.00
ESSENTIAL ACCESSORIES
LINT ROLLER HANDKERCHIEF
Don’t buy a low quality lint roller. Quality lint rollers like A stylish handkerchief can transform a
Scotch lint roller ($10.95) will pick up every loose hair, casual blazer into a formal evening jacket
material strands, and bits of fluff every time, ensuring with the handkerchief placed in the front
that your blazer looks clean and pristine on you. breast pocket.
MEN’S HEALTH MARCH 2013 7

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