Looking westwards: Men in transnational men’s magazine advertising in India

Abstract

This study examines advertising content of four top-selling Indian editions of transnational men’s lifestyle magazines ( Men’s Health India, GQ India, FHM India and Maxim India) to understand how it constructs masculinity for upper-class urban Indian men. Through content analysis of advertisements, the study finds greater presence of international brands and Caucasian models than domestic Indian brands and Indian models. Male models often appear alone and in decorative roles as opposed to professional roles. The study discusses the emergence of class-based glocal masculinity that helps assimilate upper-class Indian men into the global consumer base through shared ideals, goals and values.