The construction of Afrikaans masculinity in Afrikaans magazines (2005–2015): enactment of power and status

Abstract

This article examines the construction of Afrikaans masculinity through a multimodal analysis of representations in Afrikaans magazines from 2005 to 2015. Understanding gender, and therefore masculinity, as a fluid social construct, the study considers how media representations shape evolving gender roles in response to political, social and economic shifts. The study is grounded in critical masculinity studies and draws on Connell’s relational model of masculinities, alongside inclusive and caring masculinity frameworks, to analyse how power and status are imbricated in representations of Afrikaans masculinity. Using multimodal critical discourse analysis, the research shows that Afrikaans masculinity is linked to power, authority and material success, while also entangled with violence, both as perpetrated and experienced. Some portrayals reinforce traditional ideals, such as the value placed on the traditional ‘boer’ (farmer) and conservative gender roles. Others reflect a departure from historical masculinities and indicate the influence of broader global discourses. Family support and religious beliefs are often portrayed as essential to success. By investigating these representations, the study contributes to understanding how media discourses shape perceptions of gender in Afrikaans communities. Although representations of Afrikaans masculinity show signs of expansion, they largely reproduce global hierarchies of power and status, with change occurring selectively and within culturally specific parameters.