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From Patriotic Troops to Branded Boyhood: Hegemonic Boyhood Masculinity as Depicted in Boy’s Life Magazine, 1911–2012

Susan M. Alexander and Kelsey Collins

Keywords: boy scouts; Boy’s Life; branded masculinity

Abstract

Hegemonic masculinity is a fluid concept that varies according to historical period and social and cultural location. While much has been written about hegemonic masculinity as experienced by adult men, research is lacking on hegemonic masculinity in boyhood from an historical perspective. Using a quantitative content analysis of images on the covers of Boy’s Life magazine, this study finds three distinct historically specific images of hegemonic American boyhood masculinity: boys who serve their country as patriotic scouts in uniform; boys who admire celebrities, particularly professional athletes; and a branded boyhood in which boys wear brand name products while engaging in sports activities.

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