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Cover -- Halftitle page -- ALSO AVAILABLE FROM BLOOMSBURY -- Title page -- Copyright page -- CONTENTS -- FIGURES -- TABLES -- ACKNOWLEDGEMENTS -- CHAPTER ONE Introduction -- CHAPTER TWO Beginning: Activation in Creation Narratives -- CHAPTER THREE Identifying: Ecocultural Identity in the Seed Sovereignty Movement -- CHAPTER FOUR Emplacing: Timelessness and Placefulness in Haiku -- CHAPTER FIVE Enchanting: Wonder in Nature Writing -- CHAPTER SIX Leading: Ethics in Leadership Communication -- CHAPTER SEVEN Feeling: Emotional Narrative in Climate Change Documentaries -- CHAPTER EIGHT Persuading: Multimodal Genres in Food Advertising -- CHAPTER NINE Ending: Metaphor and Finding Ourselves at the End of the Road -- CHAPTER TEN Conclusion -- APPENDIX A How the World was Made -- APPENDIX B Credits and Permissions -- GLOSSARY -- REFERENCES -- INDEX.

Introduction -- Ideologies : the discourse of neo-classical economics -- Framing : the framing of development -- Metaphors : the 'corporation is a person' metaphor --Evaluations : appraisal and the weather --  Identities : identity, gender and the body in Men's Health magazine -- Convictions : facticity in climate change and coronavirus denial -- Erasure : erasure in ecosystem assessment and the Sustainable Development Goals -- Salience : salience in New Nature Writing -- Narratives : ego, eco and origin narratives.

This article examines the potential influence of advertising in health magazines through detailed analysis of advertisements contained in 12 issues of the US magazine Men's Health from the year 2000, in the context of the articles which surround the advertisements. Tensions are explored between the role of the magazines in constructing male consumers to deliver to advertisers, and the dispensing of genuine health advice. Tensions are particularly apparent when health advice would go against typical images of hegemonic masculinity, for example advice to drink less alcohol, eat less meat, eat less convenience food, or reduce involvement in risky behaviour. The conclusion considers whether in constructing a male consumer, which in itself threatens traditional masculine images since it involves an interest in fashion, shopping and grooming products, there is potential for magazines to compromise health advice by avoiding further threats to traditional masculinity.

Although health has not traditionally been a male concern, the past few years have seen the gradual development of a shared concept of men's health within the public domain. Amongthe leading participants in the construction of this concept is Men's Health magazine. In this article, six issues of Men's Health (June-December 2000) are critically analyzed to reveal the ideological assumptions on which the discourse of the magazine is based. Evidence is presented that suggests that Men's Health magazine, while giving abundant health advice, does so in a way that reproduces a type of hegemonic masculinity associated not with health but with a variety of negative health behaviors.