Abstract
This paper explores the relationship between the body, masculinity and the consumption of body-focussed activities. It examines the meaning and importance of strength training for men.Strength training is of interest because its increase in popularity is occurring at a particular point in time when a growing number of men are experiencing insecurities over their masculine identities as a result of recent socio-economic changes. This paper proposes that men today are facing a dilemma in terms of masculine identity. This dilemma hinges on the growing objectification of the male body in the media and its cultural messages regarding masculinity.
| Original language | English |
|---|---|
| Journal | European Advances in Consumer Research |
| Volume | 7 |
| DOIs | |
| Publication status | Published - 1 Jan 2006 |
Keywords
- body
- masculinity
- consumption
- strength training
- masculine identities
- socio-economic changes
- objectification
- media
- cultural messages