Från flanellskjortor till djupa känslor : En narrativ textanalys om hur män framställs i tidningen Café

Sammanfattning: Café magazine is a Swedish men’s lifestyle magazine aimed at men between the ages of 18 and 35. The magazine writes about what men should wear, what they should drink, which new gadgets they should buy and a lot more. They aim to teach men about how to live their lives. This study focuses on how the magazine writes about men, and how they portray masculinities. The questions this study has tried to answer are -How are the men portrayed in the lifestyle magazine Café? And - Which images of masculinities are being distributed to the readers?   What we found was that the normative images of masculinities are being distributed to the readers, but also that the magazine was trying to break the existing normative by talking about deeper feelings and therapy with the men being interviewed for the magazine. It seems the magazine are trying to keep up with the fast-changing world but not quite being able to keep up. According to Giddens and Sutton (2014) it would be helpful for the readers of magazines to be exposed to normative breaking material. That way they could start breaking normatives as well as the magazine.