Reproductive strategies may predict women's preferences for male facial masculinity

Niu, Caoyuan; Zheng, Lijun

doi:10.1016/j.paid.2020.110202

Cited by 6 publications

(3 citation statements)

References 62 publications

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“…Furthermore, the number of men used as study subjects for skincare products is still relatively small. In previous studies that focused on men, men's environmental involvement was more closely associated with masculinity (Landry et al, 2019), and women's attraction for macho men is reliably shown by reproductive and mating practices (Niu & Zheng, 2020). In this context, the researcher tries to determine how digital marketing communication for skincare products builds men's consumptive behaviour on Instagram.…”

Section: Introductionmentioning

confidence: 99%

Digital marketing communication of skincare products to develop men's consumptive behaviour

Putranto¹,

Suyanto²,

Ariadi³

2022

Indonesian Journal of Communications Studies

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Having an attractive appearance is now not only for women but also for men. Taking care of the body, especially the face has become a new culture that has shifted the masculine side towards metrosexuals. To get an attractive appearance, a series of treatments are needed, one of which is skincare which requires much money. Such self-care behaviour, of course, also encourages men's consumerism. This study determines how digital marketing communication for skincare products builds men's consumptive behaviour on Instagram. Content analysis of Instagram posts related to the consumption of skincare products collected through the hashtag #scarlettlakilaki was used in this study. The results obtained that the element of dependence is 0.94 or 94 per cent. Then the result is considered credible because it exceeds the minimum threshold. This research concludes that Scarlett transforms masculinity into metrosexuality, blur a gender bias, and builds on the idea that the body of men who use Scarlett is depicted with a pure white body resembling a women's body.

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Section: Introductionmentioning

confidence: 99%

Digital marketing communication of skincare products to develop men's consumptive behaviour

Putranto¹,

Suyanto²,

Ariadi³

2022

Indonesian Journal of Communications Studies

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“…Studies have demonstrated that prenatal exposure to high levels of testosterone plays a significant role in the construction of adult masculinity ( Imperato-McGinley et al, 1979 ) and increases sexual activeness in males ( Halpern et al, 1998 ). However, high levels of testosterone in females result in decreased sexual activeness ( Law Smith et al, 2012 ; Das and Sawin, 2016 ; Niu and Zheng, 2020 ). Additionally, certain moral and quasi-moral traits relevant to femininity in females, including kindness and agreeableness ( Eisenberg et al, 2001 ), have been sociologically and biologically demonstrated to increase sexual attractiveness ( Zietsch et al, 2008 ).…”

Section: Introductionmentioning

confidence: 99%

The mediating role of sexually selected traits in the association of androgynous tendencies with lower sexual activeness among Chinese youths

Zhao

Guo²,

Hee³

et al. 2022

Front. Psychol.

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Androgynous tendencies and persistently low fertility rates have been observed in many countries, causing major social concerns. The theory of sexual selection suggests a possible mechanism between androgyny and decreased sexual activeness, as masculinity and femininity constitute an important aspect of reproductive strategies. This theory has also been proven by evolutionary and societal evidence. Therefore, we investigate the association between masculinity and femininity with sexual activeness, as well as the influence of gender-role conformity on the frequency of sexual intercourse through sexually selected traits among 42,492 Chinese youths. Sexual activeness was measured using sexual attitudes, experience, behaviors, and pleasure. Mediation analysis was employed to investigate the effects of sexually selected traits on the association between masculinity and femininity with sexual activeness, and gender-role conformity with the frequency of sexual intercourse. Low sexual activeness was found to be associated with low gender-role conformity. Our findings also suggest that physical attractiveness, sexual motivation, and interpersonal relationships may mediate the association between sexual activeness and gender-role conformity, supporting the males-compete/females-choose model.

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“…In addition, the focus of men as research subjects who are associated with facial care products is still minimal. Because in previous studies that focused on men and masculinity was more associated with relation to men's environmentalism (Landry et al, 2019), reproductive and mating strategies are reliable indicators of women's preference for masculine men (Niu & Zheng, 2020). This background underlies researchers to explore the discourse Erto's Men built through posts on Instagram in early June 2020.…”

Section: Introductionmentioning

confidence: 99%

The discourse of men's facial care products in Instagram from the Foucauldian perspective

Putranto¹,

Suyanto²,

Ariadi³

et al. 2021

Indonesian Journal of Communications Studies

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Talking about body appearance, of course, cannot be separated from metrosexual men who tend to place great importance on appearance, from the way of dress to rituals in caring for their bodies. The men's body has been viewed and utilised as a commodity from the capitalist industry to rival the women's body. This study seeks to explore the discourse Erto's Men as one of facial care product for men built through posts on Instagram because Erto's Men is the face care product that appears the most in searches via #metrosexual on Instagram. The method used in this research is a critical discourse analysis on the @ertosmen Instagram post from June until August 2020. The results obtained in this study indicate that Erto's Men as a men facial skincare product builds a disciplining men's bodies by juxtaposing metrosexual representations through clean and bright skin, and with masculine representations through beard growth. So that through this representation, Erto's Men also helps build a health discourse for men through masculine concepts.

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Reproductive strategies may predict women's preferences for male facial masculinity

Cited by 6 publications

References 62 publications

Digital marketing communication of skincare products to develop men's consumptive behaviour

Digital marketing communication of skincare products to develop men's consumptive behaviour

The mediating role of sexually selected traits in the association of androgynous tendencies with lower sexual activeness among Chinese youths

The discourse of men's facial care products in Instagram from the Foucauldian perspective

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