Design & culture rise of metrosexuals

THE RISE OF METROSEXUALS IN HONG KONG
Causes & Manifestations
School of Design, The Hong Kong Polytechnic University | SD 5002 Design & Culture | Lecturer: Laurent Gutierrez
Aditya Kedia

INTRODUCTION
The Rise of Metrosexuals in Hong Kong | SD 5002 Design & Culture
The typical Metrosexual is a young man with money to spend, living in or within easy reach of a me-
tropolis — because that’s where all the best shops, clubs, gyms and hairdressers are. He might be offi-
cially gay, straight or bisexual, but this is utterly immaterial because he has clearly taken himself as his
own love object and pleasure as his sexual preference.*
METROSEXUAL
*Source: Wikipedia/Metrosexual

INTRODUCTION
Self Obsession and indulgence in rituals of vanity
for long has been considered inappropriate and
sometimes destructive particulary for males.
Narcissus or Narkissos (Greek Mythological Character)

INTRODUCTION
But at the same time, beauty pleases our eyes and
its appreciation is our primal instinct.
Over the years, our perception of value of a person
or an object has shifted and now is based on physi-
cal appearance rather than functional or cultural
importance.
‘Beautiful is Good’is a socially accepted norm.
‘Most people tend to think the best of those who are blessed with beauty; we have difficulty imagining that physical perfection can
conceal twisted emotions or a damaged mind.’
DEAN KOONTZ, Odd Thomas

INTRODUCTION
One of the most cherished and celebrated product
of beauty is the human body itself. One’s physical
appearance is not only an accepted symbol of supe-
riority but also of success.
Body image is the continumm of satisfaction and for
many, it constructs their sense of self. Here body
takes the importance of highest order involving
continuous investment and evaluation.

INTRODUCTION
Standards of beauty and ideal body image have
never been stable and are highy dependent on
cultural beliefs and values.
Supplemented by strong needs for individualiza-
tion, it is strongly influenced by the spectacle.
Vitruvian Man by Leonardo Da Vinci

INTRODUCTION
The spectacle has replaced the cultural values with
a culture of consumption.
Culture of consumption is competitive and self-
destructive. Craft and utility is no more valued. With
the pursuit of the fastest, the biggest, the latest,
men has surrendered himself to this glamour.
He is reduced to a mannequin which is being ma-
nipulated and exploited to bcome a part of this
spectacle.

SCHEMA
MANIFESTATION
CAUSE
Steep rise of metrosexual men in Hong Kong
Feedbackloop
Issue 1:
Strong influence of
Japanese Culture,‘Kawaii’
Issue 2 :
Intense competiton
for Career and Partner
Acceleration Through
1. Omnipresent Media
2. Highly Populated Metropolitan Space
Image
TV Dramas, Comics, VCD
Culture
Rising Power of Women
Body & Image
Youthful, Healthy Look
High demand of beauty products
such as skincare, anti-ageing, slimming
High demand of fashion products
such as clothes, handbags

JAPANESE CULTURE

JAPANESE CULTURE
Cuteness aesthetic in Japan is embedded in the culture and
manifests itself in social and gender roles, it’s a mode of
behavior.
The importance of Japanese popular culture to Hong Kong
people is based on its intertwined composition of global
homogenization and heterogenization in East Asian
context.
Cultural critics have argued that the impact of Japanese
culture in HK is widespread, potent and penetrative.

JAPANESE CULTURE
‘Kawai’is the mandated norm for Japanese males and
females where cuteness in terms of physical appearance is
desired.
Going through the rituals of shaving legs to achieve
re-creation of self as‘Cute’and‘androgynous’is embedded
within the culture.
This message has been objectified and spread across in the
forms of toys, packaging and accessories.

JAPANESE CULTURE
Any image is a recreation and manifests in itself layers of
symbolism and meanings. Experience of an image is thus a
simulation of reality through the consumption of embed-
ded message.
Visual arts such as Manga, Anime etc. reflects the values of
Japanese culture. Consumption of these infects, influences
and creates a heterotopia between two cultures where
boundaries begin to merge.

JAPANESE CULTURE
Every era has their own heroes who are worshiped,
celebrated and often emulated by various means.
The simulacra repeatedly sets and modifies the ideals of
superior self. Those with weak sense of self try to achieve
this superior self by creating a false facade over their bodies
and most of the time is limited to physical appearance.
Japanese Pop stars are such heroes.

INFLUENCE OF JAPANESE CULTURE
Body is the medium which acts as a link between our inner
and outer world. But it has become more superficial, largely
limited to the physical appearance.
It has become a way of projection of your inner self to the
outer world.
Centre to this simulacra is Cosplay which re-creates the
heroes, bringing them from the other world to this world
thus constructing a Heterotopia.

INFLUENCE OF JAPANESE CULTURE
Products of culture manifests within themselves a strong
message. These objects get an extended meaning when
they acquire personal status.
Dolls (Hello Kitty) are one such object which are personal-
ized and sometimes become an extension of one’s own self.
Fetishism around collection of such objects is another
dimension of consumer society where individuals are trying
to search for their own self.

CHANGING GENDER ROLES & PREFERENCES

Shifting dynamic in the social space of Hong Kong has left
both the genders - male and female wondering for their
sense of identity.
Whatever they feel about themselves is continuosuly chal-
lenged and presented with an alternative reality.
The existence of this heterotopia is leading to materializa-
tion as an answer to the question: Who Am I?

Therefore, affluent societies produce individuals who
become more and more self-centred over time. Personal
interests, needs and desires take prime importance over
other matters.
Economic prosperity has made Hong Kong men narssistic,
competing with their counterparts for career and attracting
a woman like a peacock attract peahen.
Conditioning of one’s own body and physical appearance
by means of daily rituals is thus dear to this men.

Workspace in Hong Kong is increasingly being invaded by
females who are assuming more power and influence. They
are thus getting more independent.
Modern techniques of reproduction has granted them the
ultimate autonomy. Therefore the conventional image of
men as someone integral to the ritual of reproduction is
being questioned.

Women are willing to excercise the power thus acquired by
being more selective and controlling.
Men is responding to these challenges by becoming more
emotionally articulate and narcissistic.
This is supported by an extensive range of products &
services available exclusively for men to take care of his
physical appearance.

INFLUENCE OF MEDIA & SPACE

One’s perception of self has become fragile as it can be
easily challenged and manipulated by various means.
Images carried by various media carry the message of the
society thereby leading to re-interpretation and re-creation
of the values on which it is based.
Trying to keep up with this mandate based on new values,
one goes through the process of loss of self before he
acquires a new false self.

Its a common practice to emulate the heroes being
portrayed by media.
Those who do so, feel to have acquired the same sense of
self as their heroes and thus superior and worthy.
These heroes transform the relationship people have with
their self-image and the body.
Therefore people increasingly feel the need to conform to
the standards set by the heroes.

Media being omnipresent traverse through the social and
private space, penetrating into one’s own system of beliefs
and values.
This system of belief and values is equally influenced by
other people who mediate the message of the spectacle
through active interaction or mere presence.
Here body and the physical appearance becomes a part of
the spectacle itself spreading its message.

TV shows continuously deliver the new set of values which
are considered acceptable under the regime of truth.
These values are being readily absorbed by the people who
see its consumption essential to remain competitive and
invidualistic which in turn reinforces the belief in one’s own
self.

THANK YOU!

Design & culture rise of metrosexuals

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