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Evasive Masculinity On Men 's Lifestyle Magazines

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Men 's lifestyle magazines are now argued to be an "important locus and breeding ground for what has recently been dubbed 'new lad ' masculinity" (Benwell, 2004, pp3). The second article this essay is going to explore is that by Benwell (2004) titled, "Evasive masculinity in men 's lifestyle magazines". By definition, 'new lad ' masculinity describes the rejection of the previously recognised 'new man '; a feminist concept which emerged in the nineteen eighties (Nixon, 2001). By this, Benwell (2004) suggests that the emergence of the 'new lad ' has resulted in a return to a binary and sexist conception of gender and masculinity, whereby women are objectivised by male actors. In terms of men 's lifestyle magazines, the 'new lad ' resembles a sexualised construction of gender where 'men will be men ' (Mooney, 2008).
Regarding this, Benwell (2004) argues that "men 's lifestyle magazines thrive on the construction of an exclusive male discourse" (pp6) which is built upon a shared cultural and gendered understanding. The need for an exclusive male discourse has arguably occurred as a result of changing gender relations, whereby men desire a consistent source of masculinity in a time of gender uncertainty (Alexander, 2003). Jackson et al (1999) claim that men 's lifestyle magazines provide their male readers with a form of ‘constructed certitude’ which signifies a response to men 's gender anxieties in a shifting contemporary society. Benwell (2004) refers to constructed

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