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promoting a consumerist lifestyle certainly appealing to advertisers but also to the audience willingly buying into the ideals of such a lifestyle. At the same time the magazines make sure not to threaten, but rather to reinforce, the dominant ideologies (and identities) presumed to be shared by the ‘readers [who] buy the magazine to have their perceptions of masculinity confirmed, but also added to’ (Benwell, 2002: 155).


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