https://doi.org/10.1177/1742766517734254 Global Media and Communication 2017, Vol. 13(3) 249–266 © The Author(s) 2017 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/1742766517734254 journals.sagepub.com/home/gmc Looking westwards: Men in transnational men’s magazine advertising in India Suman Mishra Southern Illinois University Edwardsville, USA Abstract This study examines advertising content of four top-selling Indian editions of transnational men’s lifestyle magazines (Men’s Health India, GQ India, FHM India and Maxim India) to understand how it constructs masculinity for upper-class urban Indian men. Through content analysis of advertisements, the study finds greater presence of international brands and Caucasian models than domestic Indian brands and Indian models. Male models often appear alone and in decorative roles as opposed to professional roles. The study discusses the emergence of class-based glocal masculinity that helps assimilate upper-class Indian men into the global consumer base through shared ideals, goals and values. Keywords Content analysis, globalization, consumer culture, India, men’s magazines, masculinity, advertising ‘Hard Muscles Fast!’, ‘Sex Moves You’ll Love’, ‘Beat Any Hangover’, ‘Build Bigger Arms’ and ‘Lose Weight in Your Sleep’ are some phrases surrounding a handsome, hyper- muscular, shirtless Indian man displaying his six-pack on the cover of an Indian edition of Men’s Health magazine. Men’s Health is a transnational men’s magazine which was intro- duced in India in 2006. It is one of several transnational men’s magazines introduced in India after 2005 when the Indian government relaxed its rules regarding foreign direct investment (FDI) in the print media sector, which, unlike television, had been one of the most protected media sectors (Rodrigues, 2010). This opened doors for transnational Corresponding author: Suman Mishra, Department of Mass Communications, Southern Illinois University Edwardsville, PO Box 1775, Edwardsville, IL 62026, USA. Email: smishra@siue.edu 734254GMC 0 0 10.1177/1742766517734254Global Media and CommunicationMishra research-article 2017 Article