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In recent times, the semi-naked male athletic body has become central to the cultural imagination of late modern societies, in turn, inviting comment from social scientists of different shades on the changing gazes of heterosexual men. Interestingly, and despite frequently appearing in sport and leisure media, the racialized aspects of this change are yet to be explored fully. This article, therefore, considers how white heterosexual men (de)construct and (re)attach gendered and sexualized meanings to those male athletic bodies they struggle to define “racially.” Borrowing Gilroy’s use of the term “unruly,” which he employs to capture those moments of multiculture that are hard to “home” culturally or geographically, I refer to this struggle as a process of unruly racialization. After analyzing interviews with twenty-two self-identifying white, British, heterosexual men, this article argues that male bodies racialized as unruly are marked with varying degrees of intrigue, jealously, admiration, and fear. I conclude by reflecting on the extent to which this cultural shift can be read as a move toward a future beyond “race.”

While scholars working in the sociology of the gender, body, health, sport and media have begun to address the paucity of research into media representations of men and masculinities, the literature to date has failed consistently to address the racialised aspects of media dwelling male athletic bodies. The same critique can be applied to recent explorations of popular men’s magazine, Men’s Health. Current research has thus systematically underplayed the significance of “race” as a defining feature of idealised, mediated masculinities. During this paper then, I use Critical Race Theory to guide a semiotic analysis of a year’s worth of Men’s Health magazine. Firstly, I argue that white male athletic bodies are represented as idealised masculine types, possessing both the virtues of body and mind, while their black male counterparts, to varying degrees, are depicted as spectacular, violent and hyper-masculine. Secondly, I go on to argue further that this idealisation of the white male athletic body is a reaction to broader social and cultural transformations, indicative of late-modern societies. That is, I suggest Men’s Health’s mantra of self-regulation is better understood as a call to white men to exercise greater embodied control in order to reaffirm jurisdiction and supremacy, during an epoch of uncertainty. Thirdly, following this line of argument, the paper contends that future readings of Men’s Health, and men’s magazines more broadly, must seek to understand better how racialised discourses inform dominant media representations of masculinities.