Ironic Discourse

  title={Ironic Discourse},
  author={Bethan Benwell},
  journal={Men and Masculinities},
  pages={21 - 3}
This article takes as its textual focus the U.K. men’s lifestyle magazine and explores the notion that irony is strategically employed in the partial constitution (and evasion) of a specific masculine identity. It is frequently claimed that irony is a prominent feature of the postmodern condition, with its slippery ability to disclaim allegiances to particularpolitical or critical positions; within the men’s lifestyle magazine, we can see how irony functions both to give voice to reactionary… 
A common motif of “new” forms of masculinity in recent years has been the adoption of what have been termed “new sexism” discourses. This involves the legitimation of male power in new and creative
Constructing femininity: A critical discourse analysis of Cosmo
Abstract This article reports on a critical discourse analysis (CDA) of the lifestyle magazine Cosmopolitan. It aims to demonstrate how a CDA framework was used to investigate the linguistic
Changing Masculinity, One Ad at a Time
This paper takes a rhetorical perspective on how ads address the current debate of toxic masculinity and attempt to change its hegemonic ideals. We compare rhetorical strategies in two purpose
Of masculinities, men, and mockery in the “Get a Mac” campaign: gendered derision as a rhetorical tool
In the cultural and commercial genre of advertising, brands signify powerful cultural ideas that do not merely publicize products but, more importantly, speak to familiar cultural icons, ideals, and
Ironizing Masculinity: How Adolescent Boys Negotiate Hetero-Normative Dilemmas in Conversational Interaction
This article presents a discourse analytic examination of the ways that adolescent boys (ages 12–15) use irony to construct and resist hetero-normative forms of masculinity in social interaction.
Ironic Blackness as Masculine Cool: Asian American Language and Authenticity on YouTube
This article examines the cultural significance of cross-racial embodiments of linguistic signs that may be legible as ‘black’ within mainstream US discourses but, in YouTube’s transnational space,
Fairy Tale Femininities: A Discourse Analysis of Snow White Films 1916-2012
Fairy tales are enduring cultural texts that have enjoyed wide appeal and the continuing popularity of the fairy tale can be seen in the recent proliferation of media employing fairy tale narratives.
Men reading fiction : a study of the relationship between reader, (con)text, consumption and gender identity
This thesis is a qualitative study of men's talk about fiction reading. Based on 38 interviews with male readers and 13 book group sessions with four male participants it draws upon the theories of
Magazine and reader constructions of ‘metrosexuality’ and masculinity: a membership categorisation analysis
Since the launch of men's lifestyle magazines in the 1980s, academic literature has predominantly focused on them as a cultural phenomenon arising from entrepreneurial and commercial initiatives
Critical feminist hope: the encounter of neoliberalism and popular feminism in WWE 24: Women’s Evolution
Abstract Scholarship has pointed to contemporary feminism’s popularity and cultural “luminosity.” While this research has highlighted the limitations of feminist politics in a context of neoliberal


Ambiguous Masculinities: Heroism and Anti-Heroism in the Men's Lifestyle Magazine
The focus of this chapter, like many within this book, is upon the identification of an emergent manifestation of masculinity celebrated within and around men's lifestyle magazines and popularly
Jackie and Just Seventeen : Girls’ Comics and Magazines in the 1980s
Since ‘Jackie: An Ideology of Adolescent Femininity’ was first published in the late 1970s,1 feminist scholarship in the field of media studies has grown enormously. Both women’s magazines and
In Spite of Women: "Esquire" Magazine and the Construction of the Male Consumer
A force de croire que seules les femmes peuvent etre des consommatrices, on en oublie l'identite masculine qui n'est pas faite que de production. Le magazine americain « Esquire », lance en 1933,