Journal article
Reading the Muscular Body: A Critical Decoding of Advertisements in Flex Magazine
Abstract
This paper provides a critical decoding of advertisements in Flex, a popular bodybuilding magazine. The analysis focuses on the visual and narrative representation of the muscular male body and bodywork practices in advertisements promoting bodybuilding technologies. The images of the muscular body found in bodybuilding advertisements encourage masculine self-transformation through bodywork. Moreover, the taken-for-granted representation of the …
Authors
White PG; Gillett J
Journal
Sociology of Sport Journal, Vol. 11, No. 1, pp. 18–39
Publisher
Human Kinetics
Publication Date
March 1, 1994
DOI
10.1123/ssj.11.1.18
ISSN
0741-1235