Jessica Derges

Identity & Consumption: Men’s Health Magazine

My dissertation explores the concepts and notions of Identity and Consumption as twin discourses, in co-existence with each other. With relation to Men’s Health magazine, I wanted to explore how men simultaneously identify and consume with a masculine portrayal. This project was firstly derived from the notion of the quantified self, the measuring, the numerics, the facts, the info-graphics and ultimately; the self critique of man and then goes on to discuss how this is presented in Men’s Health magazine, through the techniques mentioned above. In a world where the media is continuously scrutinising women, it would be credible to explore the connections between a male media piece and its effect on identity and consumer culture, through the avenue of the ‘quantified self’. Men’s Health has been defined in this study as allowing for the ‘critique of the self’ reinforcing the idea that men control their own destiny. This study has also found that this could have an effect on the current masculine identity, linked with a possible shift towards the traditional male.