Consumer masculinity
| 22:02 May 11, 2012 |
| English language (monolingual) [PRO] Social Sciences - Human Resources | ||||
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| SUMMARY OF ALL EXPLANATIONS PROVIDED | ||||
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| 4 | "metrosexuality"; masculinity defined by vanity consumerism |
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| Discussion entries: 2 | |
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Answers
13 hrs confidence: 
| consumer masculinity "metrosexuality"; masculinity defined by vanity consumerism Explanation: Although the question includes an explanation, "the idea of selling products to men to create specific identities as masculine", this doesn't really make it clear what the term "consumer masculinity" specifically means. It could be defined as masculinity defined by consumerism, and specifically consumerism of a kind traditionally associated with women. “Consumer masculinity” denotes what has popularly been labelled as "metrosexuality" or "vanity consumerism": the phenomenon of heterosexual men attaching great importance to shopping in ways traditionally associated with women or homosexual men, and specifically as consumers of fashion and beauty products. Therefore the creation of "specific identities as masculine" referred to in the question does not mean identities traditionally regarded as masculine, but, on the contrary, a new concept of masculinity which resembles traditionally feminine identities. So a consumer masculine man defines his masculinity through a type of consumerism centred on grooming, beauty products and fashion, rather than traditionally "masculine" things (DIY or accessories for his car, or whatever). This is well explained in the following essay, by Amanda Conseur, Jan M. Hathcote & Soyoung Kim, entitled "Consumer Masculinity Behavior among College Students and Its Relationship to Self Esteem and Media Significance", Sex Roles 58 (2008): 549-55: "Introduction Traditional masculine consumers have been identified with gender appropriate shopping patterns whereas; the consumer masculine man demonstrates vanity consumerism (Simpson 1994). A consumer possessing consumer masculinity has been identified as a man who has a strong aesthetic sense and enjoys shopping, fashion and beauty products (Simpson 1994). Consumer masculine men are a new subculture of heterosexual males that are adopting a lifestyle that includes excessive grooming and interest in fashion, not typically regarded as masculine behavior (Clarkson 2005). This new culture highlights the significance of consumption and the exercise of taste for modern societies, challenging the earlier notion that stylistic lifestyle and consumption of fashion goods are a feminine concern." http://resources.metapress.com/pdf-preview.axd?code=71k23205... To give an example, David Beckham is an icon of consumer masculinity. |
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