| Summary: | 碩士 === 南華大學 === 傳播學系碩士班 === 97 === In order to study changes in the imagery presented by male model, as well as changes in masculinity from different aspects, including men''s emotion, ways to present their bodies, and men''s role in the society, their workplace and family, we performed content and discourse analysis on advertisements and cover stories from men''s fashion magazine "men''s uno" from the year 1997 through 2007.
Our content analysis showed that, the length of hair changed the most among characters of men appearance during the past 10 years, especially after the year 2000, while others remained the same. Men imagery had changed slightly, but the difference was not obvious. However, difference can be found between age groups. For example, men aged 21-30 like to challenge traditions and tend to be bold and innovative. Despite of the difference, there were still some common masculine characteristics among each age group.
On the other hand, our discourse analysis on cover stories showed that the stereotype of masculinity had also changed. In cover stories related to different generations, compared to stereotype masculine characteristics, masculinity characterized by men appearance, their personalities, ways to express their emotion, and their performance in family and workplace had transformed. We think that this kind of transformation served as a release of men''s suffering from the oppression caused by physical and psychological unevenness.
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