1. NCCU Academic Hub
  2. 學術產出
  3. College of Communication
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

  • No doi shows Citation Infomation
題名 花美男雜誌中的男性氣質：泰國 Esquire雜誌的個案研究
Masculinities in Metrosexual Magazine Advertisements: A Case Study of Esquire Thailand
作者 譚美賢
Tanida Upathambhakul
貢獻者 陳憶寧
Chen, Yi Ning
譚美賢
Tanida Upathambhakul
關鍵詞 男性
花美男
雜誌
廣告
泰國
Masculinities
Metrosexual
Magazine
Advertisement
Thailand
日期 2012
上傳時間 11-Jul-2013 17:58:51 (UTC+8)
摘要 不只像過去以女性為主，世界各地在塑造男性閱聽者的認同上，媒體扮演著日益重要的角色。透過媒體曝光，一小部分的都會型男──「花美男」就此誕生。除了一般男性的興趣外，都會型男也開始注重自己的儀容、關注時尚及著重品味，也會做一些所謂女性化的活動，如購物和烹飪。男性們利用媒體作為這些新興趣的指標。各種針對男性時尚和生活方式的雜誌及男性產品的出現，提供因應了這股具高潛力價值的市場。本研究旨在探討，在平面媒體長期針對花美男的男性氣質的性別角色和種族的寫照下，如何影響和反映泰國社會。因此針對花美男這個群組，進行了《Esquire》雜誌廣告的內容分析。結果顯示，由於泰國花美男今日重視生活方式和享受輕娛樂活動，靜態的男性被描繪最多。關於種族方面，深色頭髮白人在種族中佔有主導地位，在外國和泰國的品牌中建立了標準，成為泰國市場男性氣質的最佳典範。
Media has played an increasing role in shaping men audience’s identity worldwide, not only women like in the past. As a result of media exposure, metrosexual, a niche segment of metropolitan men, emerged. In addition to usual men interests, the urban men started to be attentive to self-appearance, fashion, style, and other so-called feminine activities such as shopping, and cooking. Men use media as guidance on these new interests. Various men fashion and lifestyle magazines as well as men products come out to serve this high potential segment. This research aims to examine portrayal of masculinities in term of gender role and race in print media targeting metrosexual as an influence and reflection of Thai society. Therefore, a content analysis of advertisements in Esquire magazine, which targeted at metrosexual group, was conducted. As a result, quiescent man was depicted the most because Thai metrosexual today paid attention to lifestyle and enjoyed light recreation activities. Regarding the racial portrayal, dark hair Caucasian was the dominant race among both foreign and Thai brands and has set the standard of ideal masculinity in Thai market.
參考文獻 Able Health (2009). Cosmetic surgery for men. Able Health. Retrived from http://ablehealth11.blogspot.tw/2009/05/cosmetic-surgery-for-men.html
Apaolaza-Ibáñez, V., Hartmann, P., Diehl, S., & Terlutter, R. (2011). Women satisfaction with cosmetic brands: The role of dissatisfaction and hedonic brand benefits. African Journal of Business Management, 5(3), 792-802.
The Association of Magazine Media (2011). Editorial guidelines - ASME guidelines for editors and publishers revised January 2011. The Association of Magazine Media. Retrieved from http://www.magazine.org/asme/editorial-guidelines
Aubrey, J. S., Taylor, L. D. (2009). The role of lad magazines in priming men’s chronic and temporary appearance-related schemata: An investigation of longitudinal and experimental findings. Human Communication Research, 35, 28-58. doi: 10.1111/j.1468-2958.2008.01337.x
Bagwell, K. (2005). The economic analysis of advertising. Department of Economics Discussion Paper Series Number 0506-01, Columbia University, 1-178.
Barden, N. (2012). The development of gender identity. American Counseling Association. VISTAS Online. Retrieved from http://counselingoutfitters.com/vistas/vistas05/Vistas05.art24.pdf
Bassett, M. (2009). Masculinity in magazine advertisements: Is it in the eye of the beholder? (Master), The University of Alabama.
Bostrom, N., Sandberg, A. (2011). The future of identity. 2011 Report, Commissioned by the UK’s Government Office for Science. Oxford University, 1-54.
Bota, A. (2010). GLBT people`s rights and media (re)presentation in Thailand. Heinrich Boll Stiftung - Southeast Asia, 1-6.
Brooks, D., E., & Hébert, L., P. (2006). Gender, race, and media representation: SAGE Publications, Inc.
Buerkle, C. W. (2009). Metrosexuality can stuff it: Beef consumption as (heteromasculine) fortification. Text and Performance Quarterly, 29(1), 77-93.
Burke, P. J. (2006). Identity change. Social Phychology Quarterly, University of California, Riverside, 69(1), 81-96.
Carniel, J. (2009). Sheilas, wogs and metrosexuals: masculinity, ethnicity and Australian soccer. Soccer & Society, 10(1), 73-83.
Carson, Candace Camillia. (2011). Race & gender stereotypes: A content analysis of magazine advertising. (Bachelor`s degree), The Pennsylvania State University, The Pennsylvania State University.
Charoennan, W. (2012). Metrosexual: Case study of Bangkok men. ABAC Poll: Social Innovation Management and Business Analysis (SIMBA), Assumption University of Thailand, 1-2.
CIA (2013). CIA, the world factbook. Central Intelligence Agency website. Retrieved from https://www.cia.gov/library/publications/the-world-factbook/geos/th.html
CODI (2005). Urban development towards sustainable cities and housing for the urban poor in Thailand. Community Organizations Development Institute, 1-25.
Conseur, A., A. (2004). Factors influencing the emergence of the metrosexual. Master of Science Journal. University of Georgia, 1-59.
Denham, B., E., Jones, R., N. (2008). Survival of the stereotypical: A study of personal characteristics and order of elimination on reality television. Studies in Popular Culture, 30(2), 79-118.
Diehl, S., Turlutter, R., Weinberg, P. (1994). Advertising effectiveness in different cultures: Results of an experiment analyzing the effects of individualistic and collectivistic advertising on Germans and Chinese. In D. Turley and S. Brown (ed.), E-European Advances in Consumer Research, 6, Provo, UT: Association for Consumer Research, pp. 128-136.
Dixon, T., L. (2000). A social cognitive approach to studying racial stereotyping in the mass media. Afraican American Research Perspectives, 1-7.
Elliott, R., Elliott, C. (2005). Idealized image of the male body in advertising: a reader-response exploration. Journal of Marketing Communications, 11(1), 3-19.
El Shoush, M. (2012). The masculine man is losing ground to the metrosexual. The National.Retrieved from http://www.thenational.ae/thenationalconversation/lifestyle-comment/the-masculine-man-is-losing-ground-to-the-metrosexual.
Ennis, Sharon R. (2011). The Hispanic population: 2010. 2010 Census Briefs, 1-16.
Equal Opportunities Commission (2009). A study of gender stereotyping and portrayal of female gender in the Hong Kong media. Liberal Studies Teaching Kit, July 2009, 1-17.
Esquire (2012). Esquire media kit. Esquire Official Website. Retrieved from http://www.Esquiremediakit.com/r5/home.asp
Euromonitor (2012). Men’s grooming in Thailand. Euromonitor International. Retrieved from http://www.euromonitor.com/mens-grooming-in-thailand/report
Ford, J. (2008). Fashion advertising, men’s magazines, and sex in advertising: A critical-interpretive study. University of South Florida : Scholar Commons, 1-91.
Foarp, F. (2008). Why are most of the advertising models in China Caucasian? Retrieved from http://blog.foolsmountain.com/2008/07/18/why-are-most-of-the-advertising-models-in-china-caucasian/
Frisby, D. (2002). The works. Georg Simmel Revised Edition, London ; New York : Routledge, 5-125.
Frith, K., Shaw, P., Cheng, H. (2005). The construction of beauty: A cross-cultural analysis of women`s magazine advertising. International Communication Association, 1-17.
Fuller, T. (2011). Rural Thais find an unaccustomed power. The New York Times Asia Pacific. Retrieved from http://www.nytimes.com/2011/07/01/world/asia/01thailand.html?pagewanted=all&_r=0
Funatsu, T., Kagoya, K. (2003). The middle classes in Thailand: The rise of the urban intellectual elite and their social consciousness. The Developing Economies, 2, 243-263.
Gauntlett, D. (2008). Media, gender and identity: An introduction (2nd ed.). London ; New York : Routledge, 1-317.
Griffin, C., A. (2010). Thailand: Open to foreign investment. Doing Business in Thailand, 1-8.
Hall, M., Gough, B. (2011). Magazine and reader constructions of `metrosxuality` ad masculimity: a membership categorisation analysis. Journal of Gender Studies, 20(1), 67-86.
Han, S., Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30, 326-350.
Hazell, V., Clarke, J. (2008). Race and gender in the media. Journal of Black Studies, 39(1), 5-21.
Heckert, J. (2001). Content analysis of advertisement in teen magazines. Faculty of Arts in Communication with Distinction. University of Delaware, 1-50.
Hernon, M. (2013). Boss on Asia. Tokyo Weekender. Retrieved from http://www.tokyoweekender.com/2013/01/boss-on-asia/
Hewison, K. (1999). Thailand`s Capitalism: The impact of the economic crisis. UNEAC Asia Papers, 1, 21-49.
Hon, S. (2003). Metrosexuality - A cross cultural study of male representations in Hong Kong, United Kingdom & United States. 54th ICA Conference, New Orleans, LA, 1-43.
Janowska, K. (2008). Metrosexual men’s shopping habits – Study of the modern men’s clothing brand selection. School of Management and Economics, Växjö University, 1-58.
Jory, P. (2002). Multiculturism in Thailand? Cultural and regional resurgence in a diverse kingdom. Retrieved from Harvard Asia Pacific Review website: http://www.hcs.harvard.edu/~hapr/winter00_millenium/Thailand.html
Kalaya, S. (2009). Choose the right hair color for your complexion. http://www.pattayadailynews.com/th/2009/09/03/
Kang, D., B. (2012). Kathoey “in trend”: Emergent genderscapes, national anxieties and re-ignification of male-bodied effeminacy in Thailand. Asian Studies Review, Emory University, 36, 457-494.
Killermann, S. (2012). Defining a “metrosexual male”. It’s Pronounced Metrosexual Website. Retrieved from http://itspronouncedmetrosexual.com/2011/11/defining-a-metrosexual-male/
Kolbe, R. H., Albanese, P. J. (1996). Man to man: A content analysis of sole-male images in male-audience magazines. Journal of Advertising, 25(4), 1-20.
Kongcheep, S. (2012). Bangkok retail market report. Colliers International Retail, Q3 2012, 1-10.
Lah, Kyung. (2011). Plastic surgery boom as Asians seek `western` look. CNN. Retrieved from CNN website: http://edition.cnn.com/2011/WORLD/asiapcf/05/19/korea.beauty/index.html
Lertwannawit, A., Gulid, N. (2010). Metrosexual identification: Gender identity and beauty-related behaviors. International Business & Economics Research Journal, 9(11), 85-92.
Lertwannawit, A. (2012). The study of metrosexual consumers. Project of Suan Dusit Rajabhat University. 1-242.
Lee, Y. (2012). Exploring the impact of Asian stereotype endorsement, multicultural counseling competence, and motivation to respond without prejudice on White therapists’ clinical judgment. (Doctoral of Philosophy), Columbia University.
Li, E., P., H., Min, H., J., Belk, R., W., Kimura, J., Bahl, S. (2008). Skin Lightening and Beauty in Four Asian Cultures. Advances in Consumer Research, 35, 444-449.
Lombard, M., Snyder-Duch, J., Bracken, C., C. (2004). Practical resources for assessing and reporting intercoder reliability in content analysis research projects. Information Research, 1-18.
Macnamara, J. (2011). Media content analysis: It uses; benefits and best practice methodology. Asia Pacific Public Relations Journal, 6(1), 1-34.
Mathes, M. (2005). Mixed race Thai entertainers ride a wave of popularity. Retrieved from Manager Online website: http://www.manager.co.th/Home/ViewNews.aspx?NewsID=9480000042049&TabID=3&
McHugh, M., L. (2012). Interrater reliability: the kappa statistic. Biochemia Medica, 22(3), 276-282.
Miller, T. (2005). A metrosexual eye on queer guy. GLQ: A Journal of Lesbian and Gay Studies, 11(1), 112-117.
Moonsin, P. (2007). Racism in Thailand. OK Nation. Retrieved from http://www.oknation.net/blog/print.php?id=70409
Morris, P., K., Waldman, J., A. (2011). Culture and metaphors in advertising: France, Germany, Italy, the Netherlands, and the United States. International Journal of Communication, 5, 942-968.
Mujtaba, B., G., Cavico, F., J., Williams, A.. A., Sungkhawan, J. (2012). The relationship between age discrimination education, and diversity training: A comparative study in the United States and Thailand. Far East Journal of Psychology and Business, 8(2), 1-28.
National Statistical Office of Thailand (2012). Statistics newsletter. 23(4), 12.
Nyuykonge, C. (2011). News as representation, media and identity, media and environment. Blogger. Retrived from http://nyuykonge.blogspot.tw/2011/01/news-as-representation-media-and.html
Osborn, R. L. (2006). The influence of American popular culture in the global media. Communication Management, Webster University. 1-82.
Ourahmoune, N., Nyeck, S. (2008). Gender values and brand communication: The transfer of masculine representations to brand narratives. European Advances in Consumer Research, 8, 181-188.
Pokharna, U. (2011). Mere exposure effect in advertising. Buzzle. Retrieved from http://www.buzzle.com/articles/mere-exposure-effect-in-advertising.html
Pope, D. (2003). Making sense of advertisements. History Matters: The U.S. Survey Course on the Web, 1-16.
Pruekchaikul, K., Kangkun, P. (2010). Metrosexual men in advertisements: A contrastive study. The 11th Graduate Research Conference, Khon Kaen University, 1094-1104.
Raktaengam, P. (2013). Asian purchasing power. 2. http://www.siamtownus.com/New-1303000049-1.aspx
Rocchio, C. (2007). `Queer Eye`s "Fab Five" members discuss show`s legacy and impact. Retrieved from Reality TV World website: http://www.realitytvworld.com/news/queer-eye-fab-five-members-discuss-show-legacy-and-impact-5850.php
Rohlinger, D., A. (2002). Eroticizing men: Cultural influences on advertising and male objectification. Sex Roles, 46(3/4), 61-74.
Schroeder, J. E., Zwick D. (2004). Mirrors of masculinity: Representation and identity in advertising images. Consumption, Markets and Culture, 7(1), 21-52.
Schudson, M. (1986). Advertising, the uneasy persuasion: Its dubious impact on American society. New York: Basic Books.
Shahid, K., Iftikhar, U. (2011). Female representation in advertisement and its effect. Mass Communication and Media Centre, Gujarat University, 1-75, retrieved from http://www.grin.com/en/e-book/204683/female-representation-in-advertisement-its-affect
Shandwick, Weber. (2011). Update `10 Bangkok lifestyle`. McCann Worldgroup, 1-2.
Shaw, P., Tan, Y., Kim, K., K., Cheng, H. (2012). Masculinity representations in men`s lifestyle magazine ads: A cross-cultural and cross-racial comparison. M.Eisend et al. (eds.), Advances in Advertising Research, 3, p.275-290. doi: 10.1007/978-3-8349-4291-3_21
Siamturakij (2012). Siamturakij newspaper. "Media Transasia" reported its 360 degree marketing strategy covering every segment. Entertainment Business, Siamturakij Newspaper Online. Retrieved from http://www.siamturakij.com/home/news/display_news.php?news_id=413368039
Simpson, M. (1994). Here come the mirror men: Why the future is metrosexual. Mark Simpson’s official website. Retrived from http://www.marksimpson.com/here-come-the-mirror-men/
Siriprachai, S. (1997). Industrialisation and inequality in Thailand. In J. Schmidt, J. Hersh, N. Fold (eds.), Social Changes in Southeast Asia, London, Longman. pp.183-205.
Snow, R. P. (1983). Creating media culture. Sage Publications. 1-263.
Spyglass, R. (2011). Chinese men`s magazine. Retrieved from Khaosod website: http://www.khaosod.co.th/view_news.php?newsid=TURObWIzSXdOVEl5TURZMU5BPT0=
St. John, W. (2003). Metrosexuals come out. The New York Times. Retrieved from http://www.nytimes.com/2003/06/22/style/metrosexuals-come-out.html?pagewanted=all&src=pm.
Sukato, N. (2008). The effect of attitude and image of Thai metrosexual on cloth purchase. Dhurakij Pundit University Online Research Database, Retrieved from http://www.dpu.ac.th/researchcenter/archive_search.php?act=view&id=312
Sukato, N. (2010). Attitudes and self-image of Thai metrosexuals toward clothing buying behavior. Academic Journal of University of the Thai Chamber of Commerce, 30(2), 1-15.
Sumner, D. E. (2010). The magazine century: American magazines since 1900. Peter Lang Publishing, 9, 1-224.
Surinya, T. (1997). Gender role attitudes among Thai college students: Traditional or egalitarian. Oregon State University, 1-82.
Taga, F. (2005). East Asian masculinities. In M. S. Kimmel, J. Hearn, & R. W. Connell (ed.), Handbook of Studies on Men and Masculinities, Thousand Oaks, CA: Sage Publications. pp.129-140.
Takeda, M., B., Helms, M., M., Romanova, N. (2006). Hair color stereotyping and CEO selection in the United Kingdom. Journal of Human Behavior in the Social Environment, 13(3), 85-100.
Takashi, S. (2004). The rise of new urban middle classes in Southeast Asia: What is its national and regional significance? RIETI Discussion Paper Series, 1-38.
Tanaka, H. (2007). Nationalistic sentiments in JApan and their foreign policy implications. Japan Center for International Exchange, 2(1), 1-5.
Themba-Nixon, M. (2001). The persistence of White privilege and institutional racism in US policy (a. p. o. t. a. r. c. Transnational Racial Justice Initiative, Trans.). In M. Themba-Nixon (Ed.), (pp. 1-76). Applied Research Center Website: Applied Research Center.
Thongprayoon, B., Hill, L. B. (1996). U.S. mass media and Thai society. Intercultural Communication Studies, 6(1), 53-77.
Tilly, L., A. (1976). Urban growth, industrialization and women’s employment in Milan, Italy, 1881-1911. CRSO Working Paper #140, 1-27.
Top Ten Thailand (2012). Top 10 Thai Metrosexual. Top Ten Thailand website. Retrieved from http://toptenthailand.com/2012/toptenlist.php?cate=6&sub_id=28&topic_id=33&list_id=2335
TTIS (2006). Bangkok Fashion City mission. TTIS Fashion Biz. Retrieved from http://www.ttisfashionbiz.com/index.php?option=com_content&task=view&id=43
Turner, D. (2011). Dwight Turner: Thailand, land of smiles. But only if you`re white. Retrieved from CNN Travel website: http://travel.cnn.com/bangkok/life/tell-me-about-it/only-if-youre-white-238803
TV.com. (2007). Queer Eye. Retrieved 26 November 2012, 2012, from http://www.tv.com/shows/queer-eye/
Van de Watt, J., S. (2007). Images of men and masculinities within cultural contexts: A pastoral assessment. Department of Theology, University of Stellenbosch, 1-472.
Vigorito, A., J., Curry, T., J. (1998). Marketing masculinity: Gender identity and popular magazines. Sex Roles, 39, 135-152.
von Feigenblatt, O., F. (2010). A brief analysis of popular aesthetics in Thailand: Subjective culture vs. objective culture. Journal of Social Sciences of Nova Southeastern University, 22(1), 61-63.
Walsh, E., T. (2008). Representations of race and gender in mainstream media coverage of the 2008 democratic primary. Springer, 121-130. doi: 10.1007/s12111-008-9081-2
Waters, J., Ellis, G. (1996). The selling of gender identity. In M. Cross (ed.): Advertising and Culture: Theoretical Perspectives, Westport, CT: Praeger. pp.91-103.
Wood, J., T. (1994). Gendered media: The influence of media on views of gender. Gendered Lives: Communication, Gender, and Culture. Belmont, CA: Wadsworth Publishing. pp. 231-244.
Yenjai, S. (2011). Representation of masculinity in the Esquire manazine. Language and Cultural Review, Mae Fah Luang University. 33-52.
Yuan, W. (2007). Nationalism in transforming China. Global Asia, 2(1), 1-7.
Zajonc, R., B. (2001). Mere exposure: A gateway to the subliminal. Current Directions in Psychological Science, 10(6), 224-228.
Zhuang, G., Wang, W. (2010). Migration and trade: The role of overseas Chinese in economic relations between China and Southeast Asia. International Journal of China Studies, 1(1), 174-193.
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
100461003
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100461003
資料類型 thesis
dc.contributor.advisor 陳憶寧zh_TW
dc.contributor.advisor Chen, Yi Ningen_US
dc.contributor.author (Authors) 譚美賢zh_TW
dc.contributor.author (Authors) Tanida Upathambhakulen_US
dc.creator (作者) 譚美賢zh_TW
dc.creator (作者) Tanida Upathambhakulen_US
dc.date (日期) 2012en_US
dc.date.accessioned 11-Jul-2013 17:58:51 (UTC+8)-
dc.date.available 11-Jul-2013 17:58:51 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2013 17:58:51 (UTC+8)-
dc.identifier (Other Identifiers) G0100461003en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58859-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 100461003zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 不只像過去以女性為主，世界各地在塑造男性閱聽者的認同上，媒體扮演著日益重要的角色。透過媒體曝光，一小部分的都會型男──「花美男」就此誕生。除了一般男性的興趣外，都會型男也開始注重自己的儀容、關注時尚及著重品味，也會做一些所謂女性化的活動，如購物和烹飪。男性們利用媒體作為這些新興趣的指標。各種針對男性時尚和生活方式的雜誌及男性產品的出現，提供因應了這股具高潛力價值的市場。本研究旨在探討，在平面媒體長期針對花美男的男性氣質的性別角色和種族的寫照下，如何影響和反映泰國社會。因此針對花美男這個群組，進行了《Esquire》雜誌廣告的內容分析。結果顯示，由於泰國花美男今日重視生活方式和享受輕娛樂活動，靜態的男性被描繪最多。關於種族方面，深色頭髮白人在種族中佔有主導地位，在外國和泰國的品牌中建立了標準，成為泰國市場男性氣質的最佳典範。zh_TW
dc.description.abstract (摘要) Media has played an increasing role in shaping men audience’s identity worldwide, not only women like in the past. As a result of media exposure, metrosexual, a niche segment of metropolitan men, emerged. In addition to usual men interests, the urban men started to be attentive to self-appearance, fashion, style, and other so-called feminine activities such as shopping, and cooking. Men use media as guidance on these new interests. Various men fashion and lifestyle magazines as well as men products come out to serve this high potential segment. This research aims to examine portrayal of masculinities in term of gender role and race in print media targeting metrosexual as an influence and reflection of Thai society. Therefore, a content analysis of advertisements in Esquire magazine, which targeted at metrosexual group, was conducted. As a result, quiescent man was depicted the most because Thai metrosexual today paid attention to lifestyle and enjoyed light recreation activities. Regarding the racial portrayal, dark hair Caucasian was the dominant race among both foreign and Thai brands and has set the standard of ideal masculinity in Thai market.en_US
dc.description.tableofcontents Chapter 1 Introduction 5
1.1 Metrosexual Definition 6
1.2 Advertising and Gender 7
1.3 Metrosexual: A Product of Media 8
1.4 Purpose of the study 10

Chapter 2 Literature Review 12
2.1 Gender, Race, and Media Representation 12
2.2 Media and Gender Identity 12
2.3 Development of Metrosexual in Thailand 14
2.4 Masculine Depictions 16
2.5 Racial Stereotypes in Thai Society 18
2.6 Changes in Ideal Urban Men Image in Media 19

Chapter 3 Methodology 25
3.1 Why is Esquire, Man at His Best the Choice for Case Study? 25
3.2 Data Collection 27
3.3 Procedure 28
3.4 Operational Definitions 29

Chapter 4 Findings 35
4.1 Descriptive Statistics 35
4.2 Gender Roles 39
4.3 Racial Representation 41
4.4 Racial Representation by Brand Origin 43

Chapter 5 Discussion 48
5.1 Limitations 51
5.2 Future Studies 52

References 53
Appendix 65		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100461003en_US
dc.subject (關鍵詞) 男性zh_TW
dc.subject (關鍵詞) 花美男zh_TW
dc.subject (關鍵詞) 雜誌zh_TW
dc.subject (關鍵詞) 廣告zh_TW
dc.subject (關鍵詞) 泰國zh_TW
dc.subject (關鍵詞) Masculinitiesen_US
dc.subject (關鍵詞) Metrosexualen_US
dc.subject (關鍵詞) Magazineen_US
dc.subject (關鍵詞) Advertisementen_US
dc.subject (關鍵詞) Thailanden_US
dc.title (題名) 花美男雜誌中的男性氣質：泰國 Esquire雜誌的個案研究zh_TW
dc.title (題名) Masculinities in Metrosexual Magazine Advertisements: A Case Study of Esquire Thailanden_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Able Health (2009). Cosmetic surgery for men. Able Health. Retrived from http://ablehealth11.blogspot.tw/2009/05/cosmetic-surgery-for-men.html
Apaolaza-Ibáñez, V., Hartmann, P., Diehl, S., & Terlutter, R. (2011). Women satisfaction with cosmetic brands: The role of dissatisfaction and hedonic brand benefits. African Journal of Business Management, 5(3), 792-802.
The Association of Magazine Media (2011). Editorial guidelines - ASME guidelines for editors and publishers revised January 2011. The Association of Magazine Media. Retrieved from http://www.magazine.org/asme/editorial-guidelines
Aubrey, J. S., Taylor, L. D. (2009). The role of lad magazines in priming men’s chronic and temporary appearance-related schemata: An investigation of longitudinal and experimental findings. Human Communication Research, 35, 28-58. doi: 10.1111/j.1468-2958.2008.01337.x
Bagwell, K. (2005). The economic analysis of advertising. Department of Economics Discussion Paper Series Number 0506-01, Columbia University, 1-178.
Barden, N. (2012). The development of gender identity. American Counseling Association. VISTAS Online. Retrieved from http://counselingoutfitters.com/vistas/vistas05/Vistas05.art24.pdf
Bassett, M. (2009). Masculinity in magazine advertisements: Is it in the eye of the beholder? (Master), The University of Alabama.
Bostrom, N., Sandberg, A. (2011). The future of identity. 2011 Report, Commissioned by the UK’s Government Office for Science. Oxford University, 1-54.
Bota, A. (2010). GLBT people`s rights and media (re)presentation in Thailand. Heinrich Boll Stiftung - Southeast Asia, 1-6.
Brooks, D., E., & Hébert, L., P. (2006). Gender, race, and media representation: SAGE Publications, Inc.
Buerkle, C. W. (2009). Metrosexuality can stuff it: Beef consumption as (heteromasculine) fortification. Text and Performance Quarterly, 29(1), 77-93.
Burke, P. J. (2006). Identity change. Social Phychology Quarterly, University of California, Riverside, 69(1), 81-96.
Carniel, J. (2009). Sheilas, wogs and metrosexuals: masculinity, ethnicity and Australian soccer. Soccer & Society, 10(1), 73-83.
Carson, Candace Camillia. (2011). Race & gender stereotypes: A content analysis of magazine advertising. (Bachelor`s degree), The Pennsylvania State University, The Pennsylvania State University.
Charoennan, W. (2012). Metrosexual: Case study of Bangkok men. ABAC Poll: Social Innovation Management and Business Analysis (SIMBA), Assumption University of Thailand, 1-2.
CIA (2013). CIA, the world factbook. Central Intelligence Agency website. Retrieved from https://www.cia.gov/library/publications/the-world-factbook/geos/th.html
CODI (2005). Urban development towards sustainable cities and housing for the urban poor in Thailand. Community Organizations Development Institute, 1-25.
Conseur, A., A. (2004). Factors influencing the emergence of the metrosexual. Master of Science Journal. University of Georgia, 1-59.
Denham, B., E., Jones, R., N. (2008). Survival of the stereotypical: A study of personal characteristics and order of elimination on reality television. Studies in Popular Culture, 30(2), 79-118.
Diehl, S., Turlutter, R., Weinberg, P. (1994). Advertising effectiveness in different cultures: Results of an experiment analyzing the effects of individualistic and collectivistic advertising on Germans and Chinese. In D. Turley and S. Brown (ed.), E-European Advances in Consumer Research, 6, Provo, UT: Association for Consumer Research, pp. 128-136.
Dixon, T., L. (2000). A social cognitive approach to studying racial stereotyping in the mass media. Afraican American Research Perspectives, 1-7.
Elliott, R., Elliott, C. (2005). Idealized image of the male body in advertising: a reader-response exploration. Journal of Marketing Communications, 11(1), 3-19.
El Shoush, M. (2012). The masculine man is losing ground to the metrosexual. The National.Retrieved from http://www.thenational.ae/thenationalconversation/lifestyle-comment/the-masculine-man-is-losing-ground-to-the-metrosexual.
Ennis, Sharon R. (2011). The Hispanic population: 2010. 2010 Census Briefs, 1-16.
Equal Opportunities Commission (2009). A study of gender stereotyping and portrayal of female gender in the Hong Kong media. Liberal Studies Teaching Kit, July 2009, 1-17.
Esquire (2012). Esquire media kit. Esquire Official Website. Retrieved from http://www.Esquiremediakit.com/r5/home.asp
Euromonitor (2012). Men’s grooming in Thailand. Euromonitor International. Retrieved from http://www.euromonitor.com/mens-grooming-in-thailand/report
Ford, J. (2008). Fashion advertising, men’s magazines, and sex in advertising: A critical-interpretive study. University of South Florida : Scholar Commons, 1-91.
Foarp, F. (2008). Why are most of the advertising models in China Caucasian? Retrieved from http://blog.foolsmountain.com/2008/07/18/why-are-most-of-the-advertising-models-in-china-caucasian/
Frisby, D. (2002). The works. Georg Simmel Revised Edition, London ; New York : Routledge, 5-125.
Frith, K., Shaw, P., Cheng, H. (2005). The construction of beauty: A cross-cultural analysis of women`s magazine advertising. International Communication Association, 1-17.
Fuller, T. (2011). Rural Thais find an unaccustomed power. The New York Times Asia Pacific. Retrieved from http://www.nytimes.com/2011/07/01/world/asia/01thailand.html?pagewanted=all&_r=0
Funatsu, T., Kagoya, K. (2003). The middle classes in Thailand: The rise of the urban intellectual elite and their social consciousness. The Developing Economies, 2, 243-263.
Gauntlett, D. (2008). Media, gender and identity: An introduction (2nd ed.). London ; New York : Routledge, 1-317.
Griffin, C., A. (2010). Thailand: Open to foreign investment. Doing Business in Thailand, 1-8.
Hall, M., Gough, B. (2011). Magazine and reader constructions of `metrosxuality` ad masculimity: a membership categorisation analysis. Journal of Gender Studies, 20(1), 67-86.
Han, S., Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30, 326-350.
Hazell, V., Clarke, J. (2008). Race and gender in the media. Journal of Black Studies, 39(1), 5-21.
Heckert, J. (2001). Content analysis of advertisement in teen magazines. Faculty of Arts in Communication with Distinction. University of Delaware, 1-50.
Hernon, M. (2013). Boss on Asia. Tokyo Weekender. Retrieved from http://www.tokyoweekender.com/2013/01/boss-on-asia/
Hewison, K. (1999). Thailand`s Capitalism: The impact of the economic crisis. UNEAC Asia Papers, 1, 21-49.
Hon, S. (2003). Metrosexuality - A cross cultural study of male representations in Hong Kong, United Kingdom & United States. 54th ICA Conference, New Orleans, LA, 1-43.
Janowska, K. (2008). Metrosexual men’s shopping habits – Study of the modern men’s clothing brand selection. School of Management and Economics, Växjö University, 1-58.
Jory, P. (2002). Multiculturism in Thailand? Cultural and regional resurgence in a diverse kingdom. Retrieved from Harvard Asia Pacific Review website: http://www.hcs.harvard.edu/~hapr/winter00_millenium/Thailand.html
Kalaya, S. (2009). Choose the right hair color for your complexion. http://www.pattayadailynews.com/th/2009/09/03/
Kang, D., B. (2012). Kathoey “in trend”: Emergent genderscapes, national anxieties and re-ignification of male-bodied effeminacy in Thailand. Asian Studies Review, Emory University, 36, 457-494.
Killermann, S. (2012). Defining a “metrosexual male”. It’s Pronounced Metrosexual Website. Retrieved from http://itspronouncedmetrosexual.com/2011/11/defining-a-metrosexual-male/
Kolbe, R. H., Albanese, P. J. (1996). Man to man: A content analysis of sole-male images in male-audience magazines. Journal of Advertising, 25(4), 1-20.
Kongcheep, S. (2012). Bangkok retail market report. Colliers International Retail, Q3 2012, 1-10.
Lah, Kyung. (2011). Plastic surgery boom as Asians seek `western` look. CNN. Retrieved from CNN website: http://edition.cnn.com/2011/WORLD/asiapcf/05/19/korea.beauty/index.html
Lertwannawit, A., Gulid, N. (2010). Metrosexual identification: Gender identity and beauty-related behaviors. International Business & Economics Research Journal, 9(11), 85-92.
Lertwannawit, A. (2012). The study of metrosexual consumers. Project of Suan Dusit Rajabhat University. 1-242.
Lee, Y. (2012). Exploring the impact of Asian stereotype endorsement, multicultural counseling competence, and motivation to respond without prejudice on White therapists’ clinical judgment. (Doctoral of Philosophy), Columbia University.
Li, E., P., H., Min, H., J., Belk, R., W., Kimura, J., Bahl, S. (2008). Skin Lightening and Beauty in Four Asian Cultures. Advances in Consumer Research, 35, 444-449.
Lombard, M., Snyder-Duch, J., Bracken, C., C. (2004). Practical resources for assessing and reporting intercoder reliability in content analysis research projects. Information Research, 1-18.
Macnamara, J. (2011). Media content analysis: It uses; benefits and best practice methodology. Asia Pacific Public Relations Journal, 6(1), 1-34.
Mathes, M. (2005). Mixed race Thai entertainers ride a wave of popularity. Retrieved from Manager Online website: http://www.manager.co.th/Home/ViewNews.aspx?NewsID=9480000042049&TabID=3&
McHugh, M., L. (2012). Interrater reliability: the kappa statistic. Biochemia Medica, 22(3), 276-282.
Miller, T. (2005). A metrosexual eye on queer guy. GLQ: A Journal of Lesbian and Gay Studies, 11(1), 112-117.
Moonsin, P. (2007). Racism in Thailand. OK Nation. Retrieved from http://www.oknation.net/blog/print.php?id=70409
Morris, P., K., Waldman, J., A. (2011). Culture and metaphors in advertising: France, Germany, Italy, the Netherlands, and the United States. International Journal of Communication, 5, 942-968.
Mujtaba, B., G., Cavico, F., J., Williams, A.. A., Sungkhawan, J. (2012). The relationship between age discrimination education, and diversity training: A comparative study in the United States and Thailand. Far East Journal of Psychology and Business, 8(2), 1-28.
National Statistical Office of Thailand (2012). Statistics newsletter. 23(4), 12.
Nyuykonge, C. (2011). News as representation, media and identity, media and environment. Blogger. Retrived from http://nyuykonge.blogspot.tw/2011/01/news-as-representation-media-and.html
Osborn, R. L. (2006). The influence of American popular culture in the global media. Communication Management, Webster University. 1-82.
Ourahmoune, N., Nyeck, S. (2008). Gender values and brand communication: The transfer of masculine representations to brand narratives. European Advances in Consumer Research, 8, 181-188.
Pokharna, U. (2011). Mere exposure effect in advertising. Buzzle. Retrieved from http://www.buzzle.com/articles/mere-exposure-effect-in-advertising.html
Pope, D. (2003). Making sense of advertisements. History Matters: The U.S. Survey Course on the Web, 1-16.
Pruekchaikul, K., Kangkun, P. (2010). Metrosexual men in advertisements: A contrastive study. The 11th Graduate Research Conference, Khon Kaen University, 1094-1104.
Raktaengam, P. (2013). Asian purchasing power. 2. http://www.siamtownus.com/New-1303000049-1.aspx
Rocchio, C. (2007). `Queer Eye`s "Fab Five" members discuss show`s legacy and impact. Retrieved from Reality TV World website: http://www.realitytvworld.com/news/queer-eye-fab-five-members-discuss-show-legacy-and-impact-5850.php
Rohlinger, D., A. (2002). Eroticizing men: Cultural influences on advertising and male objectification. Sex Roles, 46(3/4), 61-74.
Schroeder, J. E., Zwick D. (2004). Mirrors of masculinity: Representation and identity in advertising images. Consumption, Markets and Culture, 7(1), 21-52.
Schudson, M. (1986). Advertising, the uneasy persuasion: Its dubious impact on American society. New York: Basic Books.
Shahid, K., Iftikhar, U. (2011). Female representation in advertisement and its effect. Mass Communication and Media Centre, Gujarat University, 1-75, retrieved from http://www.grin.com/en/e-book/204683/female-representation-in-advertisement-its-affect
Shandwick, Weber. (2011). Update `10 Bangkok lifestyle`. McCann Worldgroup, 1-2.
Shaw, P., Tan, Y., Kim, K., K., Cheng, H. (2012). Masculinity representations in men`s lifestyle magazine ads: A cross-cultural and cross-racial comparison. M.Eisend et al. (eds.), Advances in Advertising Research, 3, p.275-290. doi: 10.1007/978-3-8349-4291-3_21
Siamturakij (2012). Siamturakij newspaper. "Media Transasia" reported its 360 degree marketing strategy covering every segment. Entertainment Business, Siamturakij Newspaper Online. Retrieved from http://www.siamturakij.com/home/news/display_news.php?news_id=413368039
Simpson, M. (1994). Here come the mirror men: Why the future is metrosexual. Mark Simpson’s official website. Retrived from http://www.marksimpson.com/here-come-the-mirror-men/
Siriprachai, S. (1997). Industrialisation and inequality in Thailand. In J. Schmidt, J. Hersh, N. Fold (eds.), Social Changes in Southeast Asia, London, Longman. pp.183-205.
Snow, R. P. (1983). Creating media culture. Sage Publications. 1-263.
Spyglass, R. (2011). Chinese men`s magazine. Retrieved from Khaosod website: http://www.khaosod.co.th/view_news.php?newsid=TURObWIzSXdOVEl5TURZMU5BPT0=
St. John, W. (2003). Metrosexuals come out. The New York Times. Retrieved from http://www.nytimes.com/2003/06/22/style/metrosexuals-come-out.html?pagewanted=all&src=pm.
Sukato, N. (2008). The effect of attitude and image of Thai metrosexual on cloth purchase. Dhurakij Pundit University Online Research Database, Retrieved from http://www.dpu.ac.th/researchcenter/archive_search.php?act=view&id=312
Sukato, N. (2010). Attitudes and self-image of Thai metrosexuals toward clothing buying behavior. Academic Journal of University of the Thai Chamber of Commerce, 30(2), 1-15.
Sumner, D. E. (2010). The magazine century: American magazines since 1900. Peter Lang Publishing, 9, 1-224.
Surinya, T. (1997). Gender role attitudes among Thai college students: Traditional or egalitarian. Oregon State University, 1-82.
Taga, F. (2005). East Asian masculinities. In M. S. Kimmel, J. Hearn, & R. W. Connell (ed.), Handbook of Studies on Men and Masculinities, Thousand Oaks, CA: Sage Publications. pp.129-140.
Takeda, M., B., Helms, M., M., Romanova, N. (2006). Hair color stereotyping and CEO selection in the United Kingdom. Journal of Human Behavior in the Social Environment, 13(3), 85-100.
Takashi, S. (2004). The rise of new urban middle classes in Southeast Asia: What is its national and regional significance? RIETI Discussion Paper Series, 1-38.
Tanaka, H. (2007). Nationalistic sentiments in JApan and their foreign policy implications. Japan Center for International Exchange, 2(1), 1-5.
Themba-Nixon, M. (2001). The persistence of White privilege and institutional racism in US policy (a. p. o. t. a. r. c. Transnational Racial Justice Initiative, Trans.). In M. Themba-Nixon (Ed.), (pp. 1-76). Applied Research Center Website: Applied Research Center.
Thongprayoon, B., Hill, L. B. (1996). U.S. mass media and Thai society. Intercultural Communication Studies, 6(1), 53-77.
Tilly, L., A. (1976). Urban growth, industrialization and women’s employment in Milan, Italy, 1881-1911. CRSO Working Paper #140, 1-27.
Top Ten Thailand (2012). Top 10 Thai Metrosexual. Top Ten Thailand website. Retrieved from http://toptenthailand.com/2012/toptenlist.php?cate=6&sub_id=28&topic_id=33&list_id=2335
TTIS (2006). Bangkok Fashion City mission. TTIS Fashion Biz. Retrieved from http://www.ttisfashionbiz.com/index.php?option=com_content&task=view&id=43
Turner, D. (2011). Dwight Turner: Thailand, land of smiles. But only if you`re white. Retrieved from CNN Travel website: http://travel.cnn.com/bangkok/life/tell-me-about-it/only-if-youre-white-238803
TV.com. (2007). Queer Eye. Retrieved 26 November 2012, 2012, from http://www.tv.com/shows/queer-eye/
Van de Watt, J., S. (2007). Images of men and masculinities within cultural contexts: A pastoral assessment. Department of Theology, University of Stellenbosch, 1-472.
Vigorito, A., J., Curry, T., J. (1998). Marketing masculinity: Gender identity and popular magazines. Sex Roles, 39, 135-152.
von Feigenblatt, O., F. (2010). A brief analysis of popular aesthetics in Thailand: Subjective culture vs. objective culture. Journal of Social Sciences of Nova Southeastern University, 22(1), 61-63.
Walsh, E., T. (2008). Representations of race and gender in mainstream media coverage of the 2008 democratic primary. Springer, 121-130. doi: 10.1007/s12111-008-9081-2
Waters, J., Ellis, G. (1996). The selling of gender identity. In M. Cross (ed.): Advertising and Culture: Theoretical Perspectives, Westport, CT: Praeger. pp.91-103.
Wood, J., T. (1994). Gendered media: The influence of media on views of gender. Gendered Lives: Communication, Gender, and Culture. Belmont, CA: Wadsworth Publishing. pp. 231-244.
Yenjai, S. (2011). Representation of masculinity in the Esquire manazine. Language and Cultural Review, Mae Fah Luang University. 33-52.
Yuan, W. (2007). Nationalism in transforming China. Global Asia, 2(1), 1-7.
Zajonc, R., B. (2001). Mere exposure: A gateway to the subliminal. Current Directions in Psychological Science, 10(6), 224-228.
Zhuang, G., Wang, W. (2010). Migration and trade: The role of overseas Chinese in economic relations between China and Southeast Asia. International Journal of China Studies, 1(1), 174-193.		zh_TW