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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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11. Body Ch-Ch-Ch-Ch-Changes: Body, Identity and Stardom in David Bowie



David Bowie’s career has been defined by various characters he has embodied over several decades. Playing with his identity and his own body, he became successively Ziggy Stardust, Aladdin Sane, Thin White Duke, etc. The emphasis on the visual has been a distinguishing feature of this artist deeply interested in the avant-garde and new narrative languages. The image had always been important for rock and popular music, yet it was considered suspicious of inauthenticity. Bowie placed this issue at the forefront by pay much attention to the visual aspects and by deliberately playing with his physical presence and identity. This chapter analyzes the use of the visual aspects and, in particular, of David Bowie’s own body as a vehicle to manage his identity and, thus, his dimension as a star/brand.

A Star Named David Bowie

It is indisputable that David Bowie has been one of the most important global stars for decades. But the way he played that role defies the standard, especially if one looks at it in its historical context. On the one hand, Bowie gave unusual importance to the visual aspects and the theatrical dimension of rock. Furthermore, his career has been characterized by a constant evolution of his persona along very different styles.

If attention is paid to his biography, it shows that since childhood he had an interest in music (mainly rock and jazz), which prompted him to begin...

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