| 摘要: | 本研究針對1997-2007 年間男性時尚雜誌「men's uno」的廣告、封面人物專訪進行內容分析法與論述分析，探討在這期間男性廣告人物的形象特徵是否有所改變？而封面人物的專訪文章中，在男性的情感、身體的展現方式、男性在社會上、職場、家庭等場域中的角色等，所表達的男子氣概的是延續或是鬆動？ 透過內容分析可以發現，在過去10 年來，在2000 年之後，男性在外表的改變上，最明顯的改變在於髮長上出現鬆動，但是在其他的條件上，仍是維持著不動，男性形象雖有鬆動，但不明顯。但是男性在不同年齡層上，尤其是21-30 歲的男性，對於外表的他們大膽、創新、敢挑戰世俗，但是在改變中仍維繫著某些男性特質存在。 而在對照男性雜誌封面人物的論述上，男子氣概的刻板印象已經開始改變了，不同時代（或世代）封面人物所展現出的男子氣概在外表、人格特質、情感表現與家庭、工作場域上的表現，與傳統的男子氣概與形象確實是有所鬆動與轉變，這樣的改變，也將禁錮在男性生理、心理上的壓迫及不平等，找到一個解放的出口。
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. |
