Jimmy Draper's article (2010) “Gay or not?!”: Gay men, straight masculinity and the construction of the Details audience analyzes the representation of homosexuality in society magazine industry. This article specifically targeted and analyzed how homosexuality was used to help construct hetero masculinity in the men's lifestyle magazine known as Details. Draper's (2010) research into homosexuality to establish differences between models of straight masculinity in the magazine industry was extensive. He began his research by analyzing Details issues from September 1990 to September 2008 that had to do with references to gay men. He then created a timeline that determined the gay moments that occurred and also analyzed how Details editors spoke to and about their audiences. These were her methods of data collection and she used Butler's theory, "that gender is performative, socially regulated and discursively constructed", and "Carrigan, Connell and Lee's assertion that there are multiple masculinities that are contained and reformulated by hegemonic masculinity". (Draper, 2010, p. 360) Along with these methods, he also analyzed the editors' letters in each issue related to sexual identity and gender and examined the interviews the editors gave to the press and newspapers. During this process, Draper (2010) examined three distinct editorial eras that provided the opportunity to cross-examine how homosexuality helped create three wholly distinctive models of straight masculinity across Details. The first era of editorial control, the "Not uptight" heterosexuality (1990–1997), "after its makeover presents the magazine's most counterintuitive version of straight masculinity through homosexuality." (Draper, 2010, p. 362) The magazine included survey responses about sex from gay men and alternative rock musicians, CD reviews, along with fashion spreads featuring members cross-dressing or making out with other men. (Draper, 2010) All three "could take advantage of gay men's perceived cultural prestige while reaffirming their readers' heterosexuality through the insistence that they were simply 'not uptight,'" ultimately, heterosexual men did not are concerned when confronted with gay men. (Draper, 2010, p. 364) Maximized heterosexuality (1997-2000) is the second era and differs from the first era Condé Nast thought that the magazine's homosexuality prevented them from having a wider target audience. So Caruso and then Golin transformed the music section of the magazine with the sports section and that of sexy dressed women because they wanted a more heterosexual audience, launching Maxim's magazine which contained sexy cars with photos of sexy women. almost naked Golin said that if you are going to have a general interest magazine for men, one of the general interests of men is women.