ABSTRACT

The nineties saw the lifting of sanctions in South Africa which implied an influx of brands that needed appropriate spaces to advertise their wares. For this reason, and the virtual end of censorship, this was the ideal context for international men’s magazines to enter the South African market. Hustler, Penthouse and Playboy all started South African editions as the country transitioned into democracy, manifestly contributing to a globalising of the local, sexual imaginary. The origin story of each publication is told here as a documentation of the “Americanisation” of sex in nineties South Africa, meaning, the way sexual representation was standardised via print capitalism and a postfeminist ethos. The article investigates the ways in which these publications engaged with psycho-affective discourses of progress in order to further and normalise a nationalism caught between the dream of decolonisation and the reality of globalisation.

摘要

九十年代，南非解除了制裁，这意味着大量品牌涌入，需要适当的空间来宣传他们的商品。出于这个原因，以及审查制度的实际结束，这是国际男性杂志进入南非市场的理想环境。骗子,阁楼和花花公子随着国家向民主过渡，所有这些都开始了南非版本，显然有助于当地的性想象的全球化。每本出版物的起源故事都在这里作为 90 年代南非性“美国化”的记录，意思是通过印刷资本主义和后女权主义精神使性表现标准化的方式。这篇文章调查了这些出版物参与心理情感进步话语的方式，以进一步和规范夹在非殖民化梦想和全球化现实之间的民族主义。