The Image Construction Of Chinese Men Magazines

With the development of the times and the change of society,China's male population gradually showing some new characteristics. As a relatively young medium of mass communication, and as the direct correlation with the male group, the images in men's magazines reflects the transformation of Chinese men to a certain extent.In this context, to analysis the process of the construction of male image from the magazines has practical significance. It is mainly concerned with the following aspects: the new men's characteristics; the way of construction by the men's magazine; and the audience feedback on the magazine.In this study, it will use semiotics, mass culture and consumer culture as the main theoretical basis of relevant theories, using text analysis and depth interview research method, selects "decode from encoding to" study ideas ,places the subject "men's magazine in the male image of the construction" on the base of ideological environment, text and audience research.The second part of the article, will puts two representative male magazines as the research object, using text analysis method, showing the process of image construction of the magazine. The study found that "neutral" in the new male image has thrived, it is becoming a new image trend which the magazines construct, and it is reflected in four aspects: from production to consumption transition area, to watch the changing role, to read the ironical language, as well as an increase in shared items. Among them, ideology, and social cultural factors are important variables that affect the transformation of male image . On the third part, it mainly does research on the men's magazine readers, to study the feedback by the readers. Through depth interviews, the researcher founds that: the respondents have a more consistent attitude towards the magazine, though their interpretation with the contents of magazine exits some deviation; the study also founds that, the male readers would be more gentle interpretation to the relations between the sexes.In short, as a carrier of ideology, men's magazines reproduce the existing patriarchal social relations doctrine in a certain extent, , but will also create a new trend of reconciliation.