Acknowledgements Picture credits 1. Introduction 2. Some background debates 3. Representations of gender in the past 4. Representations of gender today 5. Giddens, modernity and identity 6. Michel Foucault: lifestyle analyst 7. Queer theory and fluid identities 8. Men's magazines and modern male identities 9. Women's magazines and female identities today 10. Directions for living: Role models, pop music and self-help discourses 11. Conclusions: References.