In the study, the reading of the e-magazines was informed by the Foucauldian conception of discourse, which defines discourse as a set of related statements that produce and structure a particular order of reality, and which within that reality makes available specific subject positions. Similarly, Hallidayan (1994) method of text analysis was adopted, making two kinds of meaning-making visible, namely ideational (e.g., typification of leader) and textual (e.g., amplification of a meaning related to leadership in a text).