Document Type
Article
Rights
Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence
Disciplines
Business and Management.
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.
DOI
https://doi.org/10.21427/D7549J
Recommended Citation
Dunne, A., Freeman, O., Sherlock, R.:The Weight of the World: Consuming Traditional Masculine Ideologies. European Advances in Consumer Research, Volume 7, 2006.
Publication Details
European Advances in Consumer Research, Volume 7, 2006.