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The Male Body as Advertisement

Masculinities in Hispanic Media


Edited By Juan Rey

The Male Body as Advertisement: Masculinities in Hispanic Media offers a multidisciplinary view of the body of men, of its practices and attributes, of its features, and, most importantly, of its use as a persuasive and expressive resource. Just as it occurred with the female body, the male body has become an object of desire in some instances and an object of expression in others.
This collection of essays represents several developments in the field of communication studies. It is the first time that a study on the body of men in the Hispanic media has been carried out using film, television, internet, billboards, and so forth. This book also equates men to women in the media world. Lacking its own tradition, the male body has followed in the footsteps of the female body. It has been objectified, stylized, and transformed into a weapon of persuasion to reach the modern man.
The Male Body as Advertisement can be useful for students of communication, anthropology, sociology, gender studies, and cultural studies. It will serve graduate students as a bibliographic reference for research on the male body as well as undergraduate students whose programs address issues related to gender studies. This work is also written to reach a wider audience beyond the university.
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2. Naked Bodies, Clothed Bodies: Images of the Representation of the Other in the Context of the American Continent



In 1493, the illustration Insula Hispana (Hispanic Island) that circulated around Europe, for the first time, illustrated the indigenous Americans, in this case as the front page of a written letter by Christopher Columbus. This woodcarving shows the naked bodies of the inhabitants—docile and without malice—of the New World. Afterwards, the images started changing and giving accounts of themes that started to appear in the articles: the wild cannibals, their disordered sexual conduct, or the fantastic beings that appeared in any bend of tropical greenery. Much later, the nakedness of the aborigines started to be covered with feathered skirts that they created, more than a real element, a stylistic resource of the artists to avoid the nuisance of representing nakedness. These images of clothed aborigines with skirts spread in Europe, took a new turn, and returned strengthened to America. And there established such a way that the same Creole artists of previous centuries ended giving life to the indigenous ancestors wearing some skirts that in reality they didn’t use. This article deals with how they prepared the primary images of an unknown reality and of their inhabitants, specifically how they produced and spread the primary representations of the indigenous Americans that circulated in Europe.

The American Continent as a New Model

The arrival of European travelers to the American continent caused a need to respond to many questions: What was...

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