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.
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