政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/58859

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/58859

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题名:	花美男雜誌中的男性氣質：泰國 Esquire雜誌的個案研究 Masculinities in Metrosexual Magazine Advertisements: A Case Study of Esquire Thailand
作者:	譚美賢 Tanida Upathambhakul
贡献者:	陳憶寧 Chen, Yi Ning 譚美賢 Tanida Upathambhakul
关键词:	男性花美男雜誌廣告泰國 Masculinities Metrosexual Magazine Advertisement Thailand
日期:	2012
上传时间:	2013-07-11 17:58:51 (UTC+8)
摘要:	不只像過去以女性為主，世界各地在塑造男性閱聽者的認同上，媒體扮演著日益重要的角色。透過媒體曝光，一小部分的都會型男──「花美男」就此誕生。除了一般男性的興趣外，都會型男也開始注重自己的儀容、關注時尚及著重品味，也會做一些所謂女性化的活動，如購物和烹飪。男性們利用媒體作為這些新興趣的指標。各種針對男性時尚和生活方式的雜誌及男性產品的出現，提供因應了這股具高潛力價值的市場。本研究旨在探討，在平面媒體長期針對花美男的男性氣質的性別角色和種族的寫照下，如何影響和反映泰國社會。因此針對花美男這個群組，進行了《Esquire》雜誌廣告的內容分析。結果顯示，由於泰國花美男今日重視生活方式和享受輕娛樂活動，靜態的男性被描繪最多。關於種族方面，深色頭髮白人在種族中佔有主導地位，在外國和泰國的品牌中建立了標準，成為泰國市場男性氣質的最佳典範。 Media has played an increasing role in shaping men audience’s identity worldwide, not only women like in the past. As a result of media exposure, metrosexual, a niche segment of metropolitan men, emerged. In addition to usual men interests, the urban men started to be attentive to self-appearance, fashion, style, and other so-called feminine activities such as shopping, and cooking. Men use media as guidance on these new interests. Various men fashion and lifestyle magazines as well as men products come out to serve this high potential segment. This research aims to examine portrayal of masculinities in term of gender role and race in print media targeting metrosexual as an influence and reflection of Thai society. Therefore, a content analysis of advertisements in Esquire magazine, which targeted at metrosexual group, was conducted. As a result, quiescent man was depicted the most because Thai metrosexual today paid attention to lifestyle and enjoyed light recreation activities. Regarding the racial portrayal, dark hair Caucasian was the dominant race among both foreign and Thai brands and has set the standard of ideal masculinity in Thai market.
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