Metrosexual

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Metrosexual

  1. 1. What makes a man?
  2. 2. How do the media build up the image of metrosexual man? ---Case study of "Queer Eye for the Straight Guy" and “Esquire Magazine” Tang Fangxin 09420282 Kitt Wongarsa 09420061
  3. 3. Cause • Dead of Female cosmetic market • Rise of Feminism • Media
  4. 4. Defining Metrosexual Men • Mark Simpson • British journalist • Salon.com • “a young man with money to spend, living in or within easy reach of a metropolis -- because that's where all the best shops, clubs, gyms and hairdressers are. He might be officially 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.”
  5. 5. David Beckham first identified as the official prototype of the modern metrosexual man.
  6. 6. Other famous people such as Brad Pitt, Patrick Rafter, Guy Ritchie, and Justin Timberlake are also following the new trend (Flocker, 2003).
  7. 7. Media • Advertisement (CKU) • TV ( Queer Eyes) • Website (Men.style.com) • Magazine ( Esquire)
  8. 8. Cultivation Theory • Definition: “Heavy television viewers tend to adopt the television's reality as their own real-world reality” (Gerbner,1998 )
  9. 9. Cultivation Theory • Extention: Through constant exposure to the same images and labels, TV viewers develop a commonality of outlook. (Dr. Du’s lecture) Images and ads Stereotype TV shows and text Media Audiences Knowledge Values News and movies Reality How do the media influence the audience. Our paper will mainly discuss the first two aspects.
  10. 10. Cultivation Theory Argumentation: • Can Cultivation Theory apply to printed media? • Can Cultivation Theory help to build up gender identity? Let’s first look at a set of magazine coverage. Results: • Printed media, like magazine, belongs to the mass media and follows the cultivation theory model. • The repeated similar coverage and images of male or female contained in the printed media forms certain gender identity to the public. • Printed media would also influence the public by text content. (will explain in following cases.)
  11. 11. "Queer Eye for the Straight Guy" • What is "Queer Eye for the Straight Guy" (video)
  12. 12. "Queer Eye for the Straight Guy" • How does Cultivation Theory link to Queer Eye? • A step-by-step introduction of a Metrosexual-to-be. Core value of the Metrosexual: The rich, fashion, dandy guys who live in the city.
  13. 13. Magazine Coverage Back
  14. 14. • Before 1980s – few magazine about metrosexual • 1990s- present – many magazine about metrosexual
  15. 15. Metrosexual Magazines • Mens Health, GQ, Esquire (International) • The Demand (Thailand) • SENSE(Japan) • MRRM(HK)
  16. 16. • Many magazines address national, regional, and even international audiences unlike newspapers which are majored at the local level. (Fowles, 1996)
  17. 17. Esquire • Content Male/fashion/lifestyle/money (value of consumerism • 14 languages / 18 countries
  18. 18. Esquire’s target • Male reader • Sophisticated • Intelligent • Well-educated • Confident in themselves and their own sense of style = Metrosexual?
  19. 19. Traditional Male Magazine Content -pornography, erotica, sport, automotive, hobby
  20. 20. Esquire 1930s-1980s
  21. 21. 1980s • We begin to see the change • Why? • Growth of economy • Men started in buying cloth as a result of advertising and content in magazines
  22. 22. 2010 • More than 60% page of magazine content about men’s fashion, grooming, and beauty.
  23. 23. Ziz Clinical Skincare For Men Bodycopy : ”Ziz Clinical Skincare offers an upscale environment to the growing male population interested in maintaining a youthful healthy look”
  24. 24. Ting House Beauty Clinic Permanent Laser Hair Removal Power Light Services Remove Facial Black Spots Skin Whitening Services
  25. 25. Cultivation of Esquire • that the use of text and image in printed media can also cultivate the way of life and gender. (Gauntlett, 2002) • the media text and images take the ‘stuff’ of everyday life, in this instance gender and sexuality, package it visually, textually (and symbolically-ideologically) and sell it back to the audience or consumer as it idealized fiction of the lifestyles and identities for sale to those who can afford them.
  26. 26. Cultivation Theory • Extention: Through constant exposure to the same images and labels, TV viewers develop a commonality of outlook. (Dr. Du’s lecture) Images and ads Stereotype TV shows and text Media Audiences Knowledge Values News and movies Reality How do the media influence the audience. Our paper will mainly discuss the first two aspects.
  27. 27. Conclusion • Gerbner is out-dated? • combination of media use is found to be more effective as it is represented in this paper as it helps shaping the ‘new man’. • Media encourage and foster identification with lifestyles and identities.

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