The rise of the ‘new’ lad in men’s lifestyle magazines : an analysis of GQ front covers throughout the last five decades

Abstract

This study discusses masculinity and masculine identity portrayed via the magazine medium, but more specifically, with how a particular men’s lifestyle magazine, GQ, has changed its way of representing masculine identity through the last five decades. By studying the design as well as the content of the magazine front covers, a semiotic analysis is carried out in order to reveal these changes which have led to the emergence of the ‘new lad.’ Apart from this, this dissertation analyses whether the representation of masculinity in men’s lifestyle magazines affects or not young Maltese males in the development of their identities. By implementing a qualitative research approach, a focus group amongst 20-25 year old Maltese males is conducted with the intention to explore attitudes which are not easily observable ‘in the field’ and can be thus defined by the members of the focus group themselves. In addition, a semi-structured interview with a local magazine editor is carried out in order to gain better knowledge of Malta’s lifestyle magazine industry. The reason for undertaking this research is because locally, numerous studies were done on feminism and female identity but few were carried out on the ‘new’ concept of masculinity which is becoming highly present in our contemporary culture.