Changing Lifestyles in Transforming Societies
Edited By Airi-Alina Allaste
Estonian men’s lifestyle magazine ‘Mees’: a manual of masculine identity in a transition society: Barbi Pilvre
Estonian men’s lifestyle magazine ‘Mees’: a manual of masculine identity in a transition society Barbi Pilvre Introduction In the contemporary mediatised society, both individual and group identities can be seen as mediated. Lifestyle journals are one of the places where gender iden- tities in a particular culture and era are most intensely constructed. Instability of hegemonic masculinities – even crisis of traditional masculinity – following the development of technology, environmental issues, changes in the concept of work and emancipation of women in the global perspective makes the question of media’s role in constructing masculinities actual. According to Craig (1992: 1) the analysis of men and masculinities provide valuable insight into social re- lationships, to lend a broader understanding to the social forces involved in pa- triarchy. As Jackson, Stevenson and Brooks (2001) have shown, men’s magazines have an interesting position in the media scene and also in the society in general, in discussing and promoting certain ways of being a man. The first men’s life- style magazine in Estonia ‘Mees’ (1995-1997, 13 issues) was an attempt to offer male readers an opportunity to consciously contemplate, or construct, a gender identity through readership of a specialist men’s magazine. Published in an era where masculine identity changed rapidly (since Estonia gained independence and entered market economy and consumer society in the 1990s), ‘Mees’ pro- vides remarkable documentation, and can be seen as a milestone, representing a changing gender order in a transition society. ‘Mees’ is worth of analyse, as many of the trends of...
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