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Books > Social sciences > Sociology, social studies > Gender studies > Men's studies
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Men in the Mirror - Men's Fashion, Masculinity, and Consumer Society (Hardcover)
Loot Price: R3,982
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Men in the Mirror - Men's Fashion, Masculinity, and Consumer Society (Hardcover)
Series: Cultural Studies: Bloomsbury Academic Collections
Expected to ship within 10 - 15 working days
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In recent decades, the myth of fashionable women and sartorially
challenged men has been overturned not least through the
proliferation of men's style magazines such as GQ and the emergence
of masculinity as a marketing tool. In this engaging book, Edwards
applies a sociological approach to our understanding of men's
fashion, which he argues is significant in the nexus of masculinity
and society, past and present, rather than a narrow artistic or
aesthetic interest. Rejecting an essentialist or 'natural' origin,
Edwards explores how masculinity and men's fashion are constructed,
particularly in relation to consumer society. It is the growing
commodification and aestheticism of everyday life, alongside
developments in marketing and advertising, that Edwards identifies
as the catalyst in the emergence of men's fashion, rather than an
abstract 'crisis of masculinity' or 'new man' identity.
Concurrently, in the 1980s, changes in demography, economics and
ideology gave certain men greater freedom and spending power than
ever before. Edwards investigates how these men, clearly
distinguished by age, class and sexual orientation, were seduced by
advertisers with sexualised images of suited city gents and
body-beautiful boys in Levis, and how the resultant process of
consumption was facilitated through developments in the practice of
shopping itself, such as easy access to credit. He examines the
influence of the advertisers' message in creating a hierarchy of
masculinity in which some men are valorised and others are
denigrated. Starting with a historical review of men's fashion and
a discussion of its importance and meanings, Edwards goes on to
analyse the contemporary marketing of menswear and masculinity in
advertising and in the media, and considers the politics of fashion
for men in terms of gender, class, race and sexuality.
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