CMNS 223W Lecture Notes - Lecture 6: Metrosexual, Pickup Truck, Masculinity
20 Jan 2017
School
Department
Course
Professor
Document Summary
Ads can tell us how to be men even if they are contradictory and changing. Power: we need to consider masculinity in relation to power. Masculinity as rugged individualism: o o o o o o. Selfhood is realized in work and production (see also pickup truck ads) Consumption of product is a reward for hard work well done: beer especially. Shift from work culture to gym culture o o o o. The lad or bloke bro or brah o o. Risky activities- find him on failblog. org or jackass. Metrosexual o o o o o o o. Spends time and money on appearance and fashion. Real men groom o o o o o o o. Manscpaing as a means to enter consumer culture through grooming products. As a means to attain desired lifestyle, social and personal success. Reconciles the tensions between traditional, rugged, hetero masculinity and the emerging values of the metrosexual.
