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The Male Body as Advertisement

Masculinities in Hispanic Media


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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9. Body and Dictatorship: Masculinity in Post-War Spanish Cinema as Expression of Francoism



This chapter addresses the study of the male image released by Spanish cinema during the long dictatorship that followed the bloody Spanish Civil War. General Franco, winner of the fratricidal conflict, used cinema as a proselytizing tool to spread the ideological principles of the military coup, and to reinforce the concepts of heroism, manhood, patriotism, loyalty, and religion as fundamental human values. The fusion of body and spirit helped to define a new male model that would eventually be reflected in many of the films produced in the 1940s and 50s.

The National Uprising, a term that the fascist generals gave to those who rebelled against the Spanish Republic, was a male revolution. Women were relegated to the rearguard, sentenced to a passivity that lasted more than two decades. It was a Spanish sector which emerged as savior of a country which, although belonging to everyone, was defended as if they were the sole owners. Republican women had become masculinized, participating in strikes, rallies, and leftist activities. Franco came to save their femininity and place them in the privileged place that belonged to them, the family, and the home. Thus, a renovation of the roles of men and women began, by emphasizing the differences between the sexes.

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