On-line constructions of metrosexuality and masculinities: a membership categorization analysis

Hall, Matthew, Gough, Brendan, Seymour-Smith, Sarah and Hansen, Susan (2012) On-line constructions of metrosexuality and masculinities: a membership categorization analysis. Gender and Language, 6 (2) . pp. 379-403. ISSN 1747-6321 (doi:10.1558/genl.v6i2.379)

Abstract

The relatively recent growth of identity categories for men participating in non-conventional masculine activities can be linked to contemporary consumption and lifestyle opportunities (Gill et al. 2005). While there have been various studies pertaining to media representations of ‘metrosexuality’, ‘new’ masculinities, and the marketing of health and beauty products to men, we currently know little about how men define, ascribe to and disavow contemporary identity markers such as ‘metrosexual’. The existence of on-line forums dedicated to the discussion of metrosexuality provides an obvious opportunity to examine contemporary masculinities. In this paper we report on a study of one such internet forum, using membership categorization analysis (Sacks 1972; 1992) to investigate the deployment of metrosexuality and related identity categories. Our analysis highlights the masculinized parameters through which metrosexuality is taken up (and rejected), which include notions of vanity, conspicuous consumption, professional status and sexual prowess. The continued influence of hegemonic forms of masculinity in this context is discussed.

Item Type: Article
Research Areas: A. > School of Science and Technology > Psychology > Forensic Psychology Research Group
A. > School of Science and Technology > Psychology > Qualitative and Mixed Methods Research group
A. > School of Science and Technology > Psychology
Item ID: 11851
Useful Links:
Depositing User: Susan Hansen
Date Deposited: 10 Sep 2013 05:46
Last Modified: 13 Oct 2016 14:28
URI: https://eprints.mdx.ac.uk/id/eprint/11851

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