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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”.
Íàòàëüÿ Êóëèíêà. Veselîba un skaistums: vîrieðu tçmu loks ir papildinâjies Kopsavilkums Referâtâ analizçta “jaunâs vîriðíîbas” ideoloìijas veidoðana “Men’s Health” þurnâla krievu versijâ. Parâdîts, kâ tekstuâlâ realitâte ietekmç apziòas veidoðanas procesu, pievienojot “vecâs” vîriðíîbas vçrtîbas, piemçram, “fizisko spçku”, “augstu statusu sabiedrîbâ un augsti apmaksâtu darbu”, “seksu”, jaunajiem simboliem: “spçks”, “veselîba”, “optimisms”, “interesants darbs” un “harmoniskas attiecîbas ar sievietçm”. 49
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