Den modeintresserade mannen : en kvalitativ studie om hur det manliga modeintresset uttrycks i King of Sweden

Sammanfattning: This thesis aims to illustrate the male interest for fashion consumption. The subject is motivated by the lack of research concerning this in the academic sphere. The focus for this thesis is therefore to analyse how this comes to light in the male fashion magazine King of Sweden. Through a qualitative text analysis the questions submitted by readers in King of Sweden are analysed in relation to the answers the magazine provides. The analysis exposed an uncertainty amongst the men in fashion-related questions whilst still showing an interest in expressing themselves through clothes and the consumption of fashion items. Because of this uncertainty they seek validation from King of Sweden. The results of this study show that King of Sweden makes assumptions about what their readers should be like and thereby creates a certain masculine ideal. While at the same time reassuring the readers that it is acceptable in this day and age to be fashion conscious as a man, but in a masculine manner.