Looking at the label: White-collar men and the meanings of “metrosexual”

Casanova, Erynn Masi de; Wetzel, Emily E; Speice, Travis

doi:10.1177/1363460715583607

Cited by 18 publications

(23 citation statements)

References 26 publications

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“…My study confirms that the qualities associated with hegemonic masculinity change according to context, as Bridges (2009) found, but also reveals that men change how they do masculinity to conform to these situation-specific gender ideals. In the context of research on men and fashion, my work adds nuance to the conclusion that men engage in “balancing acts” between marking and unmarking their bodies in quotidian settings but prioritize appearing unmarked (Casanova, Wetzel, and Speice 2016; Green and Kaiser 2011). I find that men evaluate their schedule for the day ahead and decide what combinations of marking and unmarking their appearance best conform to the gender expectations of their contexts.…”

Section: Discussionmentioning

confidence: 98%

(Re)Fashioning Masculinity: Social Identity and Context in Men’s Hybrid Masculinities through Dress

Barry

2018

Gender & Society

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Modern Western society has framed fashion in opposition to hegemonic masculinity. However, fashion functions as a principal means by which men’s visible gender identities are established as not only different from women but also from other men. This article draws on the concept of hybrid masculinities and on wardrobe interviews with Canadian men across social identities to explore how men enact masculinities through dress. I illustrate three ways men do hybrid masculinities by selecting, styling, and wearing clothing in their everyday lives. The differences between these three hybrid masculine configurations of practice are based on the extent to which men’s personal and professional social identities were associated with hegemonic masculine ideals as well as the extent to which those ideals shaped the settings in which they were situated. Although participants had different constellations of gender privilege, they all used dress to reinforce hegemonic masculinity, gain social advantages, and subsequently preserve the gender order. Failing to do so could put them personally and professionally at risk. My research nuances the hybrid masculinities framework by demonstrating how its enactment is shaped by the intersection between men’s social identities and social contexts.

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Section: Discussionmentioning

confidence: 98%

(Re)Fashioning Masculinity: Social Identity and Context in Men’s Hybrid Masculinities through Dress

Barry

2018

Gender & Society

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“…For example, Holt and Thompson outlined the “man‐of‐action” identity that allows men to enact a mix of breadwinning and rebellious behaviors (436). Elsewhere, men’s specific consumption patterns have been categorized as metrosexual (Casanova et al 68–69; Green and Kaiser 129–30) and white‐collar (Casanova 100–01). Meanwhile, Darwin has outlined what she calls “omnivorous masculinity,” whereby consumption of both high‐ and low‐brow products can be a masculine undertaking, especially as it relates to beer culture (303–5).…”

Section: Masculinity and Brosmentioning

confidence: 99%

Bro‐ing Up the Brand: Privileged Masculinity in Birddogs Shorts

Lascity¹

2021

The J of Popular Culture

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bey), and even a journal in Critical Studies in Men's Fashion. At the same time, studies of masculinity have also grown (Connell; Kimmel; Pascoe and Bridges), and the array of masculinities displayed within advertising has expanded (Barber and Bridges; Turngate). Still, new mutations of masculine identities continue to take shape in efforts to sell fashion and consumer goods to men. Recently, the idea of "brotailing" has become an e-commerce staple (Grobart). Led by shortswear companies Chubbies and Birddogs, brotailers combine internet start-up culture, new designs, and a healthy dose of communicated irreverence. This article interrogates the brand image created by Birddogs, paying particular attention to the masculine displays within its advertising to argue that its humor and messaging is steeped in a particular type of privilege that allows it to play with the line between satire and insult.Understanding the possibilities in interpreting a brand's messages is important given the prominence of polysemy and ambiguity created by advertising and brand communication (Brown et al.; Puntoni et al.). As such, the "bro" can be seen as a particular type of contemporary masculinity, one that is being targeted by these new retailers. The bro can be compared to Michael Kimmel's interrogation of masculinity within "Guyland" and the satirical masculinity in advertising

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“…Metrosexuals, in turn, are defined as young, wealthy men from large cities who spend a significant part of their income on clothes and improving their self-image (Casanova, Wetzel, and Speice 2016). Because of this characteristic, some authors even classify metrosexuals as narcissistic dandies (Gębala 2008).…”

Section: Dandyism In the New Eramentioning

confidence: 99%

Twenty-First Century Male Elegance Amongst Elegantly-Dressing Polish Males and Self-Declared “Dandies”

Maciejewski

Lesznik

2021

Marketing of Scientific and Research Organizations

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Dandyism was a thriving philosophical and social movement amongst elegant men of the nineteenth century. The prevailing conviction in the literature on the subject is that the dandy trend began to gradually disappear in the twentieth century, whereas in the new millennium it essentially no longer exists, or at best exists only as a mere shadow of itself. Herein we report a questionnaire study of elegantly-dressing Polish males regarding their behaviour on the fashion market, seeking to gain an better image of this particular market segment and at the same time to identify the features of contemporary dandies and possible connections with the “metro” style. The results indicate that dandyism (at least in the respondents’ opinion) is still a lively and thriving e-consumer community, which clearly differs in terms of certain features from metrosexualism. However, the modern-day “dandies” cannot easily be considered heirs to the ideals of their nineteenth-century counterparts. Our findings, in particular the characterization of twenty-first-century elegant-dressing men in Poland, may be of use to fashion brands in the broader men’s elegance segment.

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Looking at the label: White-collar men and the meanings of “metrosexual”

Cited by 18 publications

References 26 publications

(Re)Fashioning Masculinity: Social Identity and Context in Men’s Hybrid Masculinities through Dress

(Re)Fashioning Masculinity: Social Identity and Context in Men’s Hybrid Masculinities through Dress

Bro‐ing Up the Brand: Privileged Masculinity in Birddogs Shorts

Twenty-First Century Male Elegance Amongst Elegantly-Dressing Polish Males and Self-Declared “Dandies”

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