This study argues that as men negotiate their identities, magazines play a critical role in challenging patriarchal masculinity and normalising alternative masculine practices via ideologies embedded in a text. The investigation focuses on how transitivity is drawn on to produce counter hegemonic formations and how different enactments of masculinities are articulated in magazine texts to present alternative forms of male identities. Drawing from 584,600-word corpus of selected men's magazines titles published from 2016 to 2020, findings revealed the use of material, mental, relational and behavioural processes that manifests counter hegemonic identities or non-traditional representation. Evidence from the corpus reflects various projections of men as emotionally vulnerable, aesthetically conscious, domestically competent and antihomophobic.
