changing masculinity representations Flashcards
(4 cards)
Easthorpe
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
Nixon
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.
Mort
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
qwWhannel
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