Cortese Daniel K, Ling Pamela M
Governors State University.
Men Masc. 2011 Apr;14(1):4-30. doi: 10.1177/1097184X09352177.
We demonstrate how an industry promoted and defined masculinity as a product of consumption. We analyze previously-secret tobacco industry documents and the content of two tobacco industry-produced magazines, Unlimited (from Philip Morris, makers of Marlboro) and Real Edge (from Brown & Williamson, makers of Lucky Strike), which were distributed to millions of young adult men from the late 1990s and early 2000s to promote their tobacco brands. We find that Unlimited and Real Edge exhibited similar themes previously reported to typify "new lad" magazines, but with risky behaviors in the forefront. We build upon the existing masculinity literature by providing insight into how corporations study and interpret cultural constructions of masculinity, and then use masculinity as both a vehicle and a product of consumption.
我们展示了一个行业如何将男子气概作为一种消费产品来推广和定义。我们分析了此前保密的烟草行业文件以及两份由烟草行业制作的杂志的内容，即《无极限》（由万宝路制造商菲利普·莫里斯公司出版）和《真实边缘》（由好彩制造商布朗·威廉姆森公司出版），这两份杂志在20世纪90年代末至21世纪初分发给了数百万年轻成年男性，以推广其烟草品牌。我们发现，《无极限》和《真实边缘》呈现出与之前报道的典型“新派男性”杂志相似的主题，但将冒险行为置于首位。我们通过深入了解企业如何研究和解读男子气概的文化建构，进而将男子气概既作为一种消费载体又作为一种消费产品，对现有的男子气概文献进行了拓展。
