The representations of masculinities in GM magazine advertisement in Thailand

Abstract

A study of the representation of masculinities in GM magazine advertisement in Thailand is a qualitative research. This study aims to (i) explore the cultural power dynamics that articulate the formulation of Thai masculinities, and (ii) to investigative the themes of Thai masculine representations that represented in the Thai society. This study is a qualitative research. As a result, the transnational/capitalist masculinities are the global hegemonic form of masculinities that articulates the local forms of Thai masculinities found in the GM advertisement magazines from 2013 to 2017. By which, due to the global cultural flow of Neoliberalism that influences the local Thai consumer culture, shaping the Thai ideal masculine forms to appealing consumers to make a purchasing decision. As can be seen from the prevalence of the stereotypes of men that portray in the advertisements. Alongside this, there are eight themes of masculinities found in this study. There are such as, (i) Hedonistic Man, (ii) the Successful Capitalist Professional/Working Man, (iii) Domestic Patriarchy, (iv) Self-Care/Anxiety Man, (v) Loyal Man, (vi) Ageing Man, (vii) Social Responsible Man, and Unreliable Man.