Abstract

The purpose of this study was to develop a new framework for masculinity identity in Malaysia as a guideline for editorial images in men’s lifestyle magazines. The study only investigated through editorial images as editorial images presents “models of masculinity” which may potently influence men (Kilbourne, 2000).

The study used a combination of industry interviews and creative research method.Three editors from men’s lifestyle magazines were interviewed and eighty men and women of different ages and backgrounds participated in the creative research method. The creative research method asked predominantly male and female participants to imagine a new editorial image aimed at men and then design/draw an editorial representing masculinity social construction in Malaysia and followed by a discussion from the participants.

Two main frameworks emerged from the study: the thematic categories and views representing social and cultural notions of masculinity in Malaysia. In addition, the study also supported the first hypothesis that in large-scale multicultural societies like Malaysia there are likely to be multiple representations of masculinity identity. The second hypothesis of this research was supported when a new theme emerged from the creative research method.

As borders blur, markets merge and cultures blend, ambiguity seems to have found its way to global mainstream. Ambiguity in masculinity is evident through the participants’ drawing as the theme combines both masculinity and femininity as traits of a unified gender that defies social roles and psychological attributes.

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