The chapter analyzes the production of masculine identity in two stages of the circuit of cultre: mass-mediated marketplace discourse and men's consumption practices. Fashionable media representations of masculnities lure men into appearing beautiful according to inspirational models codified by advertising and to indulge in consumption practices long employed by gay men to build the symbolic boundaries of their subculture. Such practices, while encouraged by the discourse of fashion and advertising, are still considered of dubious legitimacy among straight men. Even the style innovators among them refrain from their adoption, as they are still subject to the regime of surveillance of the panoptical gaze in their social interactions.
Metro/Fashion/Tribes of men: Negotiating the boundaries of men’s legitimate consumption
RINALLO, DIEGO
2007
Abstract
The chapter analyzes the production of masculine identity in two stages of the circuit of cultre: mass-mediated marketplace discourse and men's consumption practices. Fashionable media representations of masculnities lure men into appearing beautiful according to inspirational models codified by advertising and to indulge in consumption practices long employed by gay men to build the symbolic boundaries of their subculture. Such practices, while encouraged by the discourse of fashion and advertising, are still considered of dubious legitimacy among straight men. Even the style innovators among them refrain from their adoption, as they are still subject to the regime of surveillance of the panoptical gaze in their social interactions.
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