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'New Lad culture' boomed in the 1990s with the publication of men's magazines such as loaded, FHM and Maxim. What were the commercial roots of this boom and what did it say about contemporary masculinity and the dynamics of cultural production?Applying a cultural-economic approach and drawing on ...

'New Lad culture' boomed in the 1990s with the publication of men's magazines such as loaded, FHM and Maxim. What were the commercial roots of this boom and what did it say about contemporary masculinity and the dynamics of cultural production?Applying a cultural-economic approach and drawing on interviews with key figures at the sector's leading products, Crewe unwraps the means through which publishing companies comprehended and addressed the men's magazine audience in the 1990s. He argues that it was informal knowledge about cultures of masculinity held by editorial practitioners that was decisive in constituting individual magazines and the overall character of the sector. In exploring the cultural resources, identifications and ambitions around which the market crystallized, Crewe provides an in-depth comparison of the editors and editorial identity of loaded, the pioneer of the 'mass market', with those of Esquire and Arena, magazines associated with the sector's initial reformation. Clear and comprehensive, this work sheds new light on the commercial assessment and representation of modern masculine culture.

Post-war America was an exciting time. It was an age characterized by backyard barbecues and beach parties, mai-tai cocktails and Ford Mustangs, high school hops, Hawaiian shirts and Hugh Hefner's Playboy empire. This book charts middle-class America's move towards an ethos of conspicuous ...

Post-war America was an exciting time. It was an age characterized by backyard barbecues and beach parties, mai-tai cocktails and Ford Mustangs, high school hops, Hawaiian shirts and Hugh Hefner's Playboy empire. This book charts middle-class America's move towards an ethos of conspicuous consumption and sexual license during the fifties and sixties.Focusing on two of the period'smost visible icons--the swinging bachelor and the vibrant teenager--this book looks at the interconnected changes that took place for American youth culture and masculinity as consumption and leisure established themselves as the dominant features of middle-class life. The author draws on a wide variety of popular examples--men's magazines, fashion and style, books, film and music--to argue that the bachelor and the teenager were complementary and interrelated stereotypes that shaped America's youth. Magazines such as Esquire and Playboy, and bands like the Beach Boys, framed and shaped a new meaning of the young American male that contrasted sharply with previous values of sobriety and moderation. This book discusses the images and icons that shaped masculinity in particular. By focusing on the changes both in masculine identity and in the form and representation of youth culture, American life is looked at from a fresh and innovative perspective.