changing masculinity representations

Question 1

Easthorpe

Answer 1

emergence of new breed of glossy magazines. E.g.
-Men emotionally vulnerable
-Should be more in touch with emotions, feminine side
-They should treat women as equal
-Care more about their appearance
example - Maxim magazine

Question 2

Nixon

Answer 2

He states that the origins of the New man roots back to the 1985 Levis advert- The laundrette- this advert presented the notion that it could now be cool` and acceptable for men to spend time, money and effort on their appearance just as much as women do.

Question 3

Mort

Answer 3

discussed consumption patterns of men in the 80s and states that these changed due to changes in the media portrayal of men- there was a rise in fashion magazines and change in the consumption patterns of men. Toiletries were promoted such as hair gel, aftershave + perfumes + and increase in designer labels available for men. He also states that some of these changes root back to the Levi’s launderette advert

cultural code which normally reinforced strict differences between the masculine and feminine was becoming blurred

Question 4

qwWhannel

Answer 4

David Beckham contradictory - representations are fluid and mark him out to be traditional ‘real man’ however alternative images stress his metro sexuality

example - emotional commitment to his family image