Feminist scholars have emphasized the role of discourse in the production of knowledge regarding masculinity and femininity, specifically how discourse does not exist in a vacuum but is instead colored by the power struggles that exist between narratives. Prior to Dutch colonization, there was a clear distinction between men and women in Indonesia. However, the hierarchical structure between these gender categories is part and parcel of the colonial legacy. Masculinity was first introduced in Indonesia during the Dutch colonial period as a repudiation from femininity. This signaled a significant shift, as previously being modest and part of the community had been valued much more highly in Indonesian society than was individuality. By asking to what extent men’s gender expectations are subject to the influence of narratives of modernization, and what kinds of changes such narratives evoke, my intention is to shed light on how identity is framed and subsequently presented to men as individual subjects in contemporary Indonesia. Towards this goal, I analyze men’s lifestyle magazines, for they play a key role in contemporary modern societies, exposing men to generalized notions of what it means to be a “man”. By analyzing nine different men’s magazines spanning the period from the earliest men’s lifestyle magazines published in Indonesia in the mid-1970s until 2015, I map contemporary narratives of masculinity in Indonesian context as a reflection of the effects colonial ideologies continue to have on Indonesian society and the division of gender roles.