Changing/pos Representations Of Masculinity

Question 1

Easthorpe

Answer 1

• emergence of new breed of glossy magazines aimed at middle class young men such as GQ
• content of magazines suggest that men are emotionally vulnerable, should be more in touch with their emotions or feminine side, should treat women as equal, should care more about appearance and that active fatherhood is an experience worth having
  Eg. Maxim magazine (focuses on fashion and style for men, shows successful women and highlights need to protect and provide for family)

Question 2

Nixon and mort (start with Nixon support with mort)

Answer 2

• Nixon: origins of the new man roots back to Levi’s laundrette advert presenting the notion that it could be cool and acceptable to spend time, money and effort on their appearance
• Mort: consumption patterns of men changed due to changes in the media portrayal of men, toiletries promoted and rise in fashion magazines
  Eg. Levi’s laundrette advert (men sexualised in the media for the first time)

Question 3

Whannel

Answer 3

• presentation of David Beckham is contradictory And fluid - competitive spirit mark him out as a traditional man whereas emotional commitment to his family stress his metrosexuality
  Eg. David Beckham (seen as family orientated whilst also professional and hard working)