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Unformatted text preview: PLEASE SCROLL DOWN FOR ARTICLE This article was downloaded by: [EBSCOHost EJS Content Distribution - Superceded by 916427733] On: 30 September 2010 Access details: Access Details: [subscription number 911724993] Publisher Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37- 41 Mortimer Street, London W1T 3JH, UK Critical Studies in Media Communication Publication details, including instructions for authors and subscription information: http://www.informaworld.com/smpp/title~content=t713597236 “Gay or not?!”: Gay men, straight masculinities, and the construction of the Details audience Jimmy Draper Online publication date: 24 September 2010 To cite this Article Draper, Jimmy(2010) '“Gay or not?!”: Gay men, straight masculinities, and the construction of the Details audience', Critical Studies in Media Communication, 27: 4, 357 — 375 To link to this Article: DOI: 10.1080/15295030903583630 URL: http://dx.doi.org/10.1080/15295030903583630 Full terms and conditions of use: http://www.informaworld.com/terms-and-conditions-of-access.pdf This article may be used for research, teaching and private study purposes. Any substantial or systematic reproduction, re-distribution, re-selling, loan or sub-licensing, systematic supply or distribution in any form to anyone is expressly forbidden. The publisher does not give any warranty express or implied or make any representation that the contents will be complete or accurate or up to date. The accuracy of any instructions, formulae and drug doses should be independently verified with primary sources. The publisher shall not be liable for any loss, actions, claims, proceedings, demand or costs or damages whatsoever or howsoever caused arising directly or indirectly in connection with or arising out of the use of this material. ‘‘Gay or not?!’’: Gay men, straight masculinities, and the construction of the Details audience Jimmy Draper This article examines representations of gayness in Details since the magazine’s transformation from a gay-associated style publication to a men’s lifestyle magazine targeting straight men. Whereas queer communication scholars have shown gayness is often used to demarcate differences between gay and straight masculinities to make domestic consumption a ‘‘masculine’’ practice for straight men, I argue Details also utilized gayness to construct differences between *straight* masculinities. These differences allowed Details to distinguish itself from competitors, using gayness to construct new male audiences around masculinities previously ignored in the men’s magazine market and legitimize them as ‘‘authentic’’ straight identities. This case is significant for the study of consumer masculinities and male-targeted media, asserting the relationship between gay men and straight consumption must be theorized as a dynamic and discursive pattern of gender relations....
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