Looking Westwards: Men in Transnational Men's Magazine Advertising in India

The study analyzed 971 ads from four top-selling transnational men's magazines in India from 2013 to understand how masculinity is constructed for upper-class urban Indian men. It found a dominance of international brands and Caucasian models over domestic brands and Indian models, with a trend towards Westernized ideals of masculinity, such as fair skin, youth, and a clean-shaven appearance. Most male models were fully dressed, appeared alone, and in decorative roles, with limited physical contact or sexual explicitness. The findings suggest the emergence of a glocal masculinity that combines global consumer culture with local influences, creating a class-based and race-based hierarchy that favors wealthy, Western Caucasian men. The study highlights the role of these magazines in integrating upper-class Indian men into global consumer culture while also perpetuating Western dominance and homogenized masculine ideals.