Masculinity in the Making: Men’s Increased Consumption of Strength Training

Authors

Roger Sherlock, Technological University DublinFollow
Olivia Freeman, Technological University DublinFollow
Andrew Dunne, Technological University Dublin

Document Type

Conference Paper

Rights

Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence

Disciplines

Business and Management.

Publication Details

Competitive paper delivered to the Academy of Marketing Conference, Dublin, Ireland, July 2005

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 socioeconomic 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/D7KB8Z

Recommended Citation

Sherlock, R., Freeman, O., Dunne, A.: Masculinity in the Making: Men’s Increased Consumption of Strength Training. Academy of Marketing Conference, Dublin, Ireland, July, 2005.