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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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7. Body of Desire: Homoerotic Representation in Mexican Cable Television



In most Western countries, sexual orientation has followed an unsound path. It has gone through different phases and has been considered in several ways: as a heinous sin, as an unnatural behavior, sometimes as a reversible condition, and other times, as an irreversible disease. In one case prosecutors were churchmen, in another, men of science. Finally, it has escaped from the consideration of anomaly, exiting the dialogue of pathologies in which it had been detained, for centuries, by clergy, doctors, psychiatrists, and conservative groups. At present, homosexuality as a loving sex-erotic lifestyle has been slowly gaining ground in the process of emancipation, social expression, and representation in the media. At each stage, there have been advances, setbacks, deep stagnation, and renewed impulses, which have led to gay liberation, although much remains to be done.

The world of homosexuality, like other areas of life, is dominated by archetypes. In this sense, one of the ideas that has thrived in the social imagination is that a male homosexual is always effeminate, scandalous, prone to gossip, with a sharp voice, a lilting gait, one who carries colorful attire, based on the color choice associated with garments for women; an individual who constantly wants attention and sexual encounters with any heterosexual man. Among his archetypal features, it also appears that in every sexual encounter, he wants to be penetrated by a heterosexual male. Thus,...

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