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Nuts, zoo, and the mediation of a youthful masculinity

Jordan, Fiona; Fleming, Scott


Fiona Jordan
Associate Dean - Strategic Partnerships

Scott Fleming


Nuts and Zoo, two mass market “men's lifestyle” magazines aimed specifically at young men were launched in Britain in 2004. With their tabloidesque presentation and irreverent editorial style, initial sales of the weeklies were an unprecedented success. This paper explores the discourses of masculinity articulated in the magazines and examines the wider set of socio-cultural values, norms, and expectations embodied and celebrated therein. Through discourse analysis of 57 magazines (between February 2004 and January 2005), key mediating influences became evident: voyeurism, excess (together often manifest in schadenfreude), and the use of irony (through which the potentially “unacceptable” is made humorous). The paper also analyzes the gender politics of the ob-jectification and sexualization of women in Nuts and Zoo. © 2008 Taylor & Francis Group, LLC.


Jordan, F., & Fleming, S. (2008). Nuts, zoo, and the mediation of a youthful masculinity. Leisure / Loisir, 32(2), 331-351.

Journal Article Type Article
Publication Date Jan 1, 2008
Journal Leisure/ Loisir
Print ISSN 1492-7713
Electronic ISSN 2151-2221
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 32
Issue 2
Pages 331-351
Keywords magazines, masculinity, discourse, sexualization, leisure
Public URL
Publisher URL