Abstract

Multiple Masculinity in Korean Men's Magazines : A Content Analysis of Advertisements with Male Models, 1996-2002.

Lee, Guiohk, Ph. D. Assistant Professor Dept. of Communication Arts Sejong University
Lee, Won-Jung, M. A. Dept. of Communication Art Sejong University

The purpose of this study was to examine the changes in masculinity in Korean society by analyzing advertisements with male models in Korean men's magazines. A content analysis was conducted with 844 advertisements from 1996 to 2002. The results showed that the most frequent masculinity type was 'men with good appearance,' which is one of newly emerging masculinity types, and the second type was 'successful men with good reputation,' which is one of traditional masculinity types. But there were significant differences in frequently used masculinity types in terms of year, product category and magazine type. While the uses of new masculinity types seemed to become prevalent, the use of traditional masculinity types seemed to decrease. Also, while the new masculinity types was dominantly used in the advertisements for fashion, cosmetics, and new communication technology categories, the traditional masculinity types was frequently used in corporate PR ads and financial services. Regarding the magazine types, new masculinity types were frequently found in men's fashion magazines targeting young males while traditional masculinity types were still dominant in men's news magazine targeting older men. In addition, this study showed that the different masculinity is constructed with executional tactics like foreign models, nudity, fashion style, hair style, and especially, feminine display.

Key Word: masculinity, gender, magazine advertisements, content analysis