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48 LITERATÛRZINÂTNE, FOLKLORISTIKA, MÂKSLA
ìóæñêóþ àóäèòîðèè: íà ïðèìåðå æóðíàëîâ //Ìåäâåäü, èþíü, 1999; Cosmopolitan,
èþëü, 1999; //Ìàòåðèàëû 2–îé ìåæäóíàðîäíîé ìåæäèñöèïëèíàðíîé íàó÷íî–ïðàêò.
kîíô. «Æåíùèíà. Îáðàçîâàíèå. Äåìîêðàòèÿ». Ìèíñê, 3–4 äåêàáðÿ 1999 ã. /Æåíñêèé
íåãîñ. èíñòèòóò ÝÍÂÈËÀ. – Ìèíñê, 2000, c. 141–148; Ê âîïðîñó î òèïîëîãè÷åñêîì
ðàçíîîáðàçèè ïðåññû äëÿ ìóæ÷èí //Ìàòýðûÿëû Ìiæíàðîäíàé íàâóêîâà–ïðàêò. êàíô.
«Æóðíàëiñòûêà – 2000». Ìiíñê, 21 ëiñòàïàäà 2000 ã. /Áåëàðóñ. äçÿðæ. óí–ò. Ôàêóëüòýò
æóðíàëiñòûêi. – Ìiíñê, 2000, c. 111–113; Êàðòèíû ìèðà äâóõ ìóæñêèõ æóðíàëîâ êàê
ñïîñîá êîíñòðóèðîâàíèÿ ðåàëüíîñòè //Ìàòåðèàëû IY Ìåæäóíàðîäíîé íàó÷íîé
êîíôåðåíöèè «ßçûê è ñîöèóì». Ìèíñê, 1–2 äåêàáðÿ 2000 ã. Â 2 ÷. ×. 1 /Áåëîðóñ.
ãîñ. óí–ò. Ôèëîë. ôàêóëüòåò. – Ìí.: ÁÃÓ, 2001, c. 160–163; Ïåðèîäè÷åñêîå èçäàíèå
êàê çíàê ñîöèàëüíîé è ïîëèòè÷åñêîé ðåàëüíîñòè: îïûò èññëåäîâàíèÿ ìóæñêîãî
æóðíàëà Ìåâåäü; //Ïðèíöèïû è ìåòîäû èññëåäîâàíèÿ â ôèëîëîãèè: êîíåö XX âåêà:
Ñá. íàó÷. ñò.: Â 3 ÷. ×. 2 /Ïîä ðåä. ä–ðà ôèëîë. íàóê, ïðîô. Ê. Ý. Øòàéí. –
Ñ–Ïåòåðáóðã, Ñòàâðîïîëü: Èçä–âî Ñòàâðîï. ãîñ. óí–òà, 2001, c. 278–289.
3 Ðàáîòà âûïîëíåíà íà àíàëèçå òåêñòîâ æóðíàëüíûõ íîìåðîâ çà ÿíâàðü–ôåâðàëü 2000
ã., àâãóñò 2001 ã. è àâãóñò 2002 ã.
4 Ñì.: Äåððèäà Æ. Ïèñüìî è ðàçëè÷èå. Àêàäåìè÷åñêèé Ïðîåêò. Ì., 2000; Äåððèäà Æ.
Ïîçèöèè. Êèåâ, 1996; Áàðò Ð. S/Z.ÓÐÑÑ. Ì., 2001; Áàðò Ð. Èçáðàííûå ðàáîòû:
ñåìèîòèêà. Ïîýòèêà. Ì., 1989.
5 Îá èãðå, â êîòîðóþ âñòóïàåò îçíà÷àþùåå «ëþáîâü» ñ ðàçëè÷íûìè îçíà÷àåìûìè â
çàâèñèìîñòè îò ïîãðóæåííîñòè â îïðåäåëåííûé êîíòåêñò, – â ðàáîòå Ëàêîôôà Äæ.,
Äæîíñîíà Ì. Ìåòàôîðû, êîòîðûìè ìû æèâåì //ßçûê è ìîäåëèðîâàíèå ñîöèàëüíîãî
âçàèìîäåéñòâèÿ: cá. ñò. /Îáù. ðåä. Ïåòðîâà Â. Â. . – Ì.: Ïðîãðåññ, 1987.
6 Óøàêèí Ñ. Âèäèìîñòü ìóæåñòâåííîñòè //Î ìóæå(N)ñòâåííîñòè: Ñá.ñò. /Ñîñò.
Ñ. Óøàêèí. – Ì.: Íîâîå ëèòåðàòóðíîå îáîçðåíèå, 2002, c. 500.
7 Men’s Health, ÿíâàðü–ôåâðàëü 2000 ã., ñ. 11.
8 Òàì æå, ñ. 100–101.
9 Men’s Health, àâãóñò 2001 ã.
10 Men’s Health, àâãóñò 2001ã., ñ. 102–104.
11 Men’s Health, ÿíâàðü–ôåâðàëü 2000 ã., ñ. 75.
12 Men’s Health àâãóñò 2002 ã., ñ. 77.
13 Òàì æå, ñ. 74.
14 Òàì æå, ñ. 19.
15 Òàì æå, ñ. 79.
16 Òàì æå, ñ. 16.
Summary
This paper analyses the formation of the “new masculinity” ideology in the Russian
version of the “Men’s Health” journal. It shows the ways in which textual reality
shapes the process of sense–making and attaches “old” masculine values – such as
“physical strength”, “high–status and high–paid job”, “sex”—to new signifiers, which
include “strength”, “health”, “optimism”, “interesting job” and “harmonious relationship
with women”.