Thorbjorn Thyrum

Adverts, Gender and masculinities: The ‘ideal man’ as represented in British
Men’s lifestyle magazines from the 1980s until 2014’

The second-wave feminist movement of the late 1960s and 1970s brought debates about gender and masculinity onto the political agenda. Together with changes of the UK economy structure, which opened up for a more freely market, men were targeted as consumer like never before. These changes in society led masculinity into a ‘masculine crisis’. The men’s magazine market heard rumours about these new masculine types and thus began to publish lifestyle magazines aimed directly at men. The ‘new man’ of the 1980s was mostly concerned about fashion, personal grooming and were seen as a feminist friendly type of guy. However there was a new type of masculinity that came about in the 1990s, who were the complete opposite of the 1980s ‘new man’. This new hedonistic anti-feminist figure cared only about football, women and sex – the ‘new lad’ had arrived.