展售男性氣概：男性生活時尚雜誌呈現的新男性形象分析（1997－2006年）

男性生活時尚雜誌做為一個新興的媒體類型，提供給年輕男性許多生活與流行的資訊。本研究使用內容分析方法，探討從1997至2006年之間男性雜誌所建構的男性形象與男性氣概。結果發現，雖然男性形象的呈現在時間先後的差異上不多，但本土與跨國雜誌之間存有顯著的差異，本土雜誌以年輕和軟性的男性形象為主，而跨國雜誌的呈現則還合併較為年長與硬性的形象。但無論如何，男性雜誌中所呈現表相不同的形象都可以歸屬為以消費為核心的「新」男性形象。

Over the last decade, there have been more and more men's lifestyle magazines being published, providing young men with a plethora of fashion information. This article analyzed the content of covers using Men's UNO and Gentlemen's Quarterly (GQ) to compare how men's images are encoded and found noticeable differences between the local and the international Chinese version of men's lifestyle magazines. Men's UNO presented a sense of boyish softness, while, in addition, a harder, assertive masculinity was combined in GQ. However, both of the magazines constructed 'new' men's images in which male identity is based on consumption rather than production. The article also discussed the implications of the differences and similarities between new and old masculinities.