Construction of men's identity within the context of popular culture: Reception analysis of the Men's Health Turkey magazine

Gender identities vary according to time and the structure of society in which they live. With the impact of the globalization and popular culture, gender identities are rebuilt, and it is thought that individuals are taken under control through the consumption during this building process. In this research, it is aimed to investigate the concepts of male identity and masculinity in the context of popular culture, to review the changes in the male identity as a result of the individuals' desire to be formed through the consumption, to be transformed into passive individuals and the desire for standardization imposed by globalization and popular culture and typically Western-based, the male identity presented as the "ideal", and to reveal how the process of rebuilding "masculinity" is carried out as a result of the concept of gender presented through media content and shaped by society, culture and time, how the messages about "how" men should be are perceived and received by the readers in the magazines, which have an important position in mass media. To this end, interviews consisting of 30 questions are carried out with 12 participants and the results are reviewed within the context of popular culture, globalization, consumer society, and gender identity.