The Fallible Phallus: A discourse analysis of male sexuality in a South African men’s interest magazine
Date
2008
Authors
Schneider, V
Cockcroft, K
Hook, D
Journal Title
Journal ISSN
Volume Title
Publisher
Psychological Society of South Africa
Abstract
This article presents a discourse analysis of the constructions of male sexuality in the South African
publication Men’s Health. The focus of the analysis was a series of monthly featured articles on
best sexual practices and behaviour. Since the magazine’s content appears to confront men with,
on the one hand, the construction of the ideal, potent phallus, and, on the other hand, the fallibility
inherent in attempting to live up to this ideal, the overarching discourse in the texts was termed the
‘Fallible Phallus’. By stipulating ideal sexual experiences and then juxtaposing these descriptions
with the threat of those moments not occurring, a paradox is created in the texts between the phallic
dominance of masculinity and the anxieties and insecurities that may result from sexual failure. The
Fallible Phallus discourse is a synthesis of four subsidiary themes derived from the texts, namely the
male sexual drive theme, the inadequacies of male sexuality, the rule book of sexual practices, and
the problematic nature of female sexuality. In the discussion of these themes, it is suggested that the
texts use male sexual performance as a yardstick for assessing level of masculinity.
Description
Keywords
discourse analysis; male sexuality; masculinity; Men’s Health, men’s magazine; sexual