中国男性杂志中男性特质变化研究——以《时尚先生》封面(1997—2018)为例

A Research on the Changes of Male Traits in Chinese Men's Magazines:A Case Study of Esquire Magazine Cover(1997—2018)

文章从"男色消费"在中国日渐兴盛,当今"小鲜肉"的男性形象受到质疑这一现象出发,以中国第一本时尚男刊《时尚先生》(1997—2018)的封面为研究样本,试图从符号学视角剖析封面上出现的能指符号,并结合历史背景,运用社会性别理论和消费文化理论来阐述所指意义,揭示出男性形象及男性特质的变化是社会意识形态的直接反映,并且体现了社会审美转向的趋势,以期让读者对当下的男性形象有更客观的认识。

Starting from the phenomenon that'male consumption'is flourishing in China,and the male image of'young fresh meat'is questioned,this paper takes the covers of Esquire(1997—2018),the first men’s fashion magazine in China,as the research subject,and tries to analyze the signifier symbols in the magazine covers from the perspective of semiotics.Based on the historical background,the paper also applies gender theory and the theory of consumption culture to elaborate the meaning of reference,and to reveal that the change of male image and male characteristics is a direct reflection of social ideology,and the shifting trend of social aesthetic.The paper is expected to enable readers to have a more objective understanding of today’s male image.