Interrogating Playboy: Has the Discourse Changed? A Qualitative Inquiry of Intimate Citizenship

Abstract

This dissertation interrogates the evolving discourse of Playboy, focusing on the representation of gender, queerness, and fatness within the brand's online content from 2021 to 2023. Employing a constructionist paradigm and multimodal critical discourse analysis (MCDA), the research examines the semiotic resources and embedded ideologies in Playboy's Instagram content. Findings reveal a complex narrative on the significant shifts in representation, with the brand adopting more inclusive portrayals of marginalised identities while navigating its historical legacy of exclusion, objectification, gender stereotypes and fatphobia. However, these changes are juxtaposed against the persistence of gender stereotypes, policing of fat bodies (hourglass ideal), and alienation of queer people; sustaining a matrix of domination. The study situates these shifts within the broader theoretical frameworks of gender studies, queer theory, and fat studies, highlighting how Playboy reflects and contributes to contemporary socio-cultural debates on identity and intimate citizenship. Ultimately, this research provides insights into Playboy's shifts as a socio-political and cultural agent, revealing both progress and persistent tensions in its discourse.